Bert Sorin: Be Legendary

Bert & I started talking the minute we hit the studio & before we started recording.  Rather than go back and try to re-create, I just hit record so you will pick this up mid-conversation. We were on some good stuff so I just rolled with it.  In this episode we explore the expansion of the Sorinex brand, the fundamentals of building a brand & scaling a business, and Bert's epic MuleDeer stalk in Utah.

Bert is currently the President and Co-Owner of Sorinex Exercise Equipment, a very successful family run business founded by his father, another big name in the iron game, Richard Sorin. Together they are the inventors of hardware and applications to make people more effective, efficient, and safe on the sports field and the battle field.

Growing up with a barbell in his hand, performance has been pivotal in charting the course of Bert Sorin's life and leading him to become a 4-time Division 1 All-American Track and Field (Hammer and 35 lb. Weight Throw), Southeastern Conference Champion, former record holder in Weight Throw, and an Olympic trials athlete.

As a new hunter, Bert has been an amazing mentor to me. He graciously met with me for lunch close to a year ago and much of my desire to take on bowhunting came from that meeting.  Since then, Bert has answered way too many of my text messages & phone calls seeking his guidance on bow set-ups, how to scout land, set up trail cameras & pattern deer behavior. The list goes on & on. I can't express enough what a truly genuine person Bert is.

Although Bert never served in the arms forces, his gear is changing the game to provide readiness and rebuilding to the veterans prior to, during and after their deployments to far off, hostile lands. Bert’s network of veterans, scientists, coaches and therapists allows for a combination of expertise and support, and has been changing lives on both sides of the table. Bert pushes each day to find the best in people, and to assist in their exploration of their potential and maximize their value to the cause.

Bert and his wonderful wife Lesley are the proud parents of three children. The Sorin family is rooted in strength, both in the human performance world and at home.