Jesse Itzler

Jesse Itzler's early career began unconventionally in music and entertainment. He started as a rapper appearing on MTV in 1991, managed the hip-hop group Run-DMC, and wrote the anthem for the New York Knicks. Facing financial struggles, he lived on couches, cold-called sports teams with homemade jingles, and built a jingle catalog that generated millions in revenue, emphasizing commitment and self-reliance after shifting his mindset from 'can' to 'will.' A pivotal shift came with entrepreneurship in aviation. Lacking planes or airline experience, Itzler co-founded Marquis Jet, creating a private jet card for fractional flying backed by NetJets' fleet. After an initial failed pitch, he secured a deal by bringing influencers like Run-DMC and Carl Banks as a live focus group, leading to over $5 billion in sales over a decade before selling to Warren Buffett's NetJets. He later partnered with Zico Coconut Water, which sold to Coca-Cola in 2013, and owned a stake in the Atlanta Hawks. Itzler's pursuits evolved into endurance challenges and authorship to inspire performance. He completed a 100-mile run, Ultraman (6.2-mile swim, 261.4-mile bike, 52.4-mile run) at 53 the same year he sold his 29029 Everesting hiking company to iFit, and lives by an annual 'big thing' goal like marathons or launching ventures. His books, including 'Living with a SEAL' about training with a Navy SEAL and 'Living with Monks', reflect experiences building mental and physical resilience. Now, through All Day Running Co., he combines races with retreats involving cold plunges and saunas. Married to Sara Blakely, he prioritizes family with three sons and a daughter alongside his 'life resume' of adventures.