Welcome to another episode of The Business of Endurance, where we explore the edges of human potential through the lens of science and personal experience. Today, we're honoured to host Alex Hutchinson, the author of "Endure," a book I rate as one of the best I've ever read. "Endure" isn't just a book; it's a journey into the heart of human capacity. Alex delves deep into the mental aspects of endurance sport, sparking more thought on this topic than any other work in the field. His insights are a beacon for athletes, coaches, and anyone fascinated by the limits of human performance. Today's conversation spans from the incredible feats of athletes like Eliud Kipchoge, whose sub-2-hour marathon stands as a testament to breaking mental and physical barriers, to the everyday applications of endurance science in business and personal health. We'll discuss how mental conditioning shapes top-tier athletes, how AI will impact the world of business and sport and dive into how the perception of effort can redefine what we believe is possible. His profound knowledge helps us understand the intricacies of endurance, not just in sport, but in every challenging aspect of our lives, so I know you are going to love this episode with the incredible Alex Hutchinson.Highlights:The Sub 2 Marathon ProjectBreaking Mental and Physical LimitsThe Role of Technology in Endurance SportsBalancing Technology in Endurance SportsThe Impact of AI on Endurance SportsAI's Influence on JournalismExciting Developments in Sports NutritionRecommended Reads and Influential BooksCreative Process and Overcoming BlocksLinks:The AI Advance with Charles ReadingThe Data Decoder by Claire FudgeConnect with Alex Hutchinson on his LinkedIn & WebsiteExplore The Limitless Life WorkshopWe are living in a time of abundance, where entrepreneurs have more opportunities than ever before. With the rise of AI, colossal advancements in technology and the scope to reach millions of people in seconds, it has never been a more exciting or easily accessible time for your business to thrive. But are you riding that wave of exhilaration, or are you crashing and burning in a downhill spiral?Please Subscribe to Business of Endurance on Apple Podcasts, leave a comment, and give us a 5-Star review.Launch Your Own Podcast:ShoRunner is the leading podcast production and strategic content company for brands, organisations, institutions, individuals, and entrepreneurs. Our team sets you up with the right strategy, equipment, training, guidance and content to ensure you sound amazing while speaking to your niche audience and networking with your perfect clients. Get in touch with Jason on LinkedIn.This episode was sponsored by The Trusted Team and 4th Discipline

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