Nick Martell

If you know, you know.

For our first story, will High Rocks become the next Olympic sport?

Louis Vuitton thinks so because High Rocks is making $270 million with zero spent on marketing.

And it all started with a failure.

But let's talk numbers first.

Jack, 650 athletes back in 2017.

That was the inaugural High Rocks competition.

But this year, 1.5 million people are doing High Rocks.

All destroying their bodies in a race called the High Rocks.

Oh, and we guarantee you they'll post their finish line picture with their 12-pack on Instagram.

High Rocks has become like the fitness equivalent of Harvard.

Whoever has a connection, we'll let you know within the first two minutes.

This is Jack.

That's Nick.

We only knew High Rocks existed because our buddies we played high school sports with posted pictures of themselves at the end of the race.

Every weekend, we see a new topless pic of Adam and our not-our-buddy Timmy posing at a High Rocks event, so we got curious, jumped a T-boy style.

So here's the insight that gave birth to High Rocks.

People who work out are competitive, but they didn't have a sport to compete in.

Exactly.

So two founders turned workouts people were already doing into a new sport.