🎗️ When the Business Ended, the Race Began
From founder to fundraiser: my path to the Leadville 100 MTB and First Descents
You’re invited to join me on a journey of doing hard things to become better humans.
From personal experience, I’ve learned that embracing challenge brings joy, fulfillment, and deeper connection. By sharing stories from business, life, and the trail, I hope to inspire you to step outside your comfort zone.
Let’s play a bigger game—together.
TL;DR
I'm raising money for cancer by racing the Leadville 100 MTB, one of the toughest mountain bike events in the country, on August 9, 2025.
👉 Click here to donate to First Descents
💬 Or reply to this post and share how cancer has impacted your life.
How I Ended Up Training for One Brutal Bike Race
10:50 PM is way past my bedtime.
But there I was, in bed, staring at a Google search:
“Hardest bike race in Colorado.”
I hesitated. Deep down, I knew that once I started this path, I wouldn’t stop.
That same day, I learned that UGURUS—the business I co-founded twelve years ago—was coming to an end. Despite several last-ditch efforts, it was final. The lights were turning off.
I sold UGURUS in 2021, but I stayed on to lead and grow it. Part of me thought we’d find another way. But when you sell, you give up your right to decide.
I needed something to pull me forward. Something hard. Something healing.
And I found it:
The Leadville 100 MTB.
100 miles. 10,000+ feet of climbing. All above 10,000 feet in elevation.
You can enter via lottery or raise money for a nonprofit. A quick search led me to First Descents—an organization supporting young adults impacted by cancer that I’d heard great things about (thanks, Marc).
“While the doctors and medicine may have saved my life, First Descents taught me how to live again.”
— FD Participant
By midnight, I had applied, blocked race week on my calendar, and closed my laptop wondering, “What the heck am I doing?”
Then it hit me:
✅ I hadn’t trained on a bike in over a year
✅ I don’t mountain bike
Plenty of time to figure that out… right?
Step 1: Getting in Shape
One reason I love endurance sports is their simplicity. The formula is straightforward:
Register
Build a training plan
Follow it
Avoid injury
Finish
I hired Boundless out of Boulder, who specializes in Leadville coaching. They paired me with Justin Ross, a Leadville finisher who’s trained many others to the start (and finish) line.
Shortly after, First Descents reached out—someone dropped from the team. A spot had opened, but I had to commit that day. A few emails and a signed agreement later, I was officially in.
🏋️♂️ Early Season Training Sample Week
Monday – Rest or 1 hr Zone 2
Tuesday – Intervals (60–75 mins) + Strength (30 mins)
Wednesday – Zone 2 (1 hr+, outdoors if possible)
Thursday – Intervals + Strength
Friday – Long Ride (5–6+ hrs)
Saturday – Zone 2 (1 hr)
Sunday – Strength + Zone 2
I’ve done the Triple Bypass ride before, but this time, I realized I was already ahead of where I’d been in past years with Justin pushing me.
What’s that you ask? You want cringeworthy before/after pics of my training-bod so far? Coming right up!
Before first ride…
After one month!
Step 2: Finding My Race Why
During our first team call, First Descents asked us to share our “why.”
At first, I felt unprepared. My default answer was, “I needed a challenge to take my mind off work.” But that felt hollow—especially given the mission behind this race.
Then someone on the call said:
“When you're climbing Columbine, completely exhausted and nowhere near the top, you’re going to need a why—someone to speak to you in that moment, to keep you going.”
And just like that, it hit me.
Tammy.
My son’s godmother. My friend. My mentor. Cancer took her far too soon. Her prognosis of years became mere months. And then came the silence.
More memories rushed in—Strings. Africa. Noel. Rick Hodes.
Then others: my grandmother. George Morris. Friends. Neighbors. Survivors.
“Brent, what’s your why?”
I gave an answer. It wasn’t perfect. But I had it. And now I carry it with me.
Step 3: How You Can Help
Usually, I keep quiet about big goals until after I accomplish them. Why? Because if I talk too much, people start congratulating me too early—which kills my momentum.
But to race with First Descents, I have to raise awareness—and funds.
So here I am, sharing the story, the photos, the training.
And this is where you come in.
🎯 My goal is to raise $3,500. I’ve already raised $2,000, with a stretch goal of $10,000.
If you donate—even $10 (or $200)—it changes everything. It makes me accountable in a whole new way. I cannot, and will not, let you down.
If a donation doesn’t make sense for you right now, I’d love to hear your story.
How has cancer impacted your life?
Your words can inspire me as much as your dollars.
Thanks for your support. 🙏
More updates coming soon as I continue this journey—along with a few “after” pics I hope will surprise even me.
Let’s Play Bigger and Live Better™.
—Brent