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Welcome to another enlightening episode of the Step It Up Entrepreneur podcast! I'm your host, Tomas Keenan, and today, we're diving into a conversation that's as deep as it is diverse. Joining us from the stunning landscapes of British Columbia is Joel Primus\u2014a man whose journey through the realms of athletics, spirituality, and business has been nothing short of extraordinary.

In this episode, we start by tracing the evolution of the Step It Up Entrepreneur podcast and the rigorous process I follow to bring you guests who truly embody the spirit of stepping up. Joel Primus fits that mold perfectly. From conquering ultra-marathons to pioneering a successful underwear company, Joel's path is a testament to the power of embracing discomfort and overcoming life's many challenges.

We then delve into the concept of "good suffering," as introduced by Joel, and how seeking discomfort can lead to personal growth and mental fortitude. This contrasts sharply with "bad suffering," which encompasses chronic stress and fear. Through our conversation, we explore the societal trend towards comfort and how modern conveniences may be eroding our resilience.

Finally, Joel shares his entrepreneurial journey\u2014how he accidentally found himself in the underwear business, raised significant capital, and took his company public. Yet, despite his professional triumphs, true fulfillment came only when he turned inward, focusing on personal growth and being present with his family.

So, sit back, relax, and get ready to dive deep into this rich conversation. Whether you're an entrepreneur, a seeker of personal growth, or someone navigating the complexities of life, there's something in this episode for you. Let's step it up together and embrace the journey of growth, transformation, and true fulfillment.

Find more about Joel\xa0https://joelprimus.com\xa0 https://www.nakedrevival.com\xa0 or his socials! Instagram, facebook, LinkedIn and Youtube.

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https://www.instagram.com/joel.primus/\xa0
https://www.instagram.com/nakedrevival/\xa0
https://www.facebook.com/Primusblog\xa0
https://www.linkedin.com/in/joelprimus/\xa0
https://www.youtube.com/@primusstewardbesseproductions\xa0

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Find Joel's books here!

Book: Getting Naked - The Bare Necessities of Entrepreneurship and Start-ups
https://www.amazon.com/dp/B08SW77H2W?ref_=cm_sw_r_cp_ud_dp_VAK76DX7DDFPS5Y562T6\xa0 \xa0 \xa0\xa0

\U0001f525 Stop business self-sabotage by getting clear on your core values now! stepitupacademy.com\xa0
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\U0001f44aAre you ready to master the principles and strategies REQUIRED to achieve success and live an extraordinary life? Apply to Mastermind today. https://mastermind.stepitupacademy.com/siua-mastermind-application-6313