The Ironman, a Torn Bicep, and the Truth About Building a Company

Finding Strength When the Plan Falls Apart

I signed up for something that both terrified and energized me: an Ironman.

As someone who's been a short-burst, quick-twitch athlete most of my life, the idea of tackling one of the most extreme endurance challenges on the planet felt wildly outside my comfort zone. And that's exactly why I did it.

I needed something so big and demanding that it would force real transformation: physically, mentally, and professionally. Balancing swim sessions, long rides, and late-night work blocks while running a media execution company felt like the perfect mix of chaos and clarity that builds a stronger version of yourself.

The reality is that both Ironman training and entrepreneurship demand the same foundation: consistency over chaos, clarity under pressure, and the willingness to keep moving when everything in your body (or business) wants to stop.

But then life shifted the plan.

I tore my bicep tendon. A complete tear. Surgery required. Four months out.

Not ideal for someone prepping for a 17-hour race. Not ideal for someone leading a company in a fast-moving industry. And definitely not ideal for someone who hates being sidelined.

But sitting in that moment, I realized something: This wasn't a setback. It was a reset.

The Uncomfortable Truth

Here's the reality: even though I signed up for the Ironman, my training didn't reflect that commitment. I had defaulted to what was comfortable. CrossFit. Quick wins. Competitive energy. It felt productive, but it wasn't preparing me for the real test.

My legs weren't where they needed to be. My aerobic base wasn't there. And deep down, I knew it.

The injury forced me to confront that truth.

With one arm out of commission, I don't have a choice anymore.

Now I have to run: real mileage, real consistency. Now I have to build my engine with no shortcuts and no skipping steps. Now I must strengthen the legs I've neglected and build the endurance I avoided. Now I lean into the long sessions and the foundational work I said I wanted but never prioritized.

Sometimes life removes the distractions so you can finally focus on what matters.

The Business Parallel

Running a company is no different.

We all hit moments where something breaks. A team member exits. A strategy misses. A campaign underperforms. It feels like a tear in the plan.

But those are the moments that reveal what's been overused and what's been ignored. What's been running on adrenaline, and what needs real strength behind it.

The parallels between Ironman prep and building Team Media are clearer now than ever:

• You can't fake endurance. Not in racing. Not in execution. The work always shows.

• Adaptation is the game. You pivot or you quit. There is no third option.

• The foundation always wins. Strong legs outperform flashy lifts. Strong systems outperform flashy decks.

• Longevity beats intensity. Every time.

And the obstacle? It might just be the advantage.

Turning Constraint into Catalyst

Losing the use of my arm for four months will make me stronger where I needed it most. It forces me to train with the kind of discipline the Ironman demands. It makes me a better athlete. It sharpens my leadership. It deepens my focus.

It reminds me that in business, just like in sport, the constraints are often the catalyst.

When you can't rely on what's easy, you build what's essential. When the path you planned disappears, you discover the route you actually needed. When comfort gets stripped away, discipline takes its place.

This is where growth lives.

The Mindset Moving Forward

So here's what I'm carrying into these next four months:

You don't have to love the setback. But you do have to honor the opportunity buried inside it.

My legs are about to get stronger. My engine is about to deepen. My discipline is about to sharpen. And when I return (on the course and in the business), I'll come back better.

Because growth never lives in what's familiar. It shows up when the plan breaks and you're forced to build something stronger in its place.

Whether you're training for an endurance race or building a programmatic media company, the principle is the same: the obstacle reveals what needs attention. The constraint creates focus. The setback becomes the setup.

And when you embrace that truth, you don't just recover. You evolve.

Here's to building strength where it matters most.

Troy