Business Of Strength Podcast #23 Bert Sorin (Sorinex)

In this episode Joe and Dan speak to strength entrepreneur Bert Sorin.  Bert is the president and co-owner of Sorinex Strength equipment, one of the top strength equipment companies in the world.  Bert talks about the humble beginnings of Sorinex when his father Rich Sorin started welding equipment in their garage.  How they overcame adversity and sacrificed everything to grow their company.  We talk about how their sole mission of surrounding themselves with extradentary people and having extradentary experiences has been the driving force behind Sorinex’s success.  Bert talks about his time as a world-class Track & Field Athlete and the connections he made that helped forge the future of Sorinex.  Bert Sorin and Sorinex are great examples of a family who turned their passion for strength & conditioning in to a real business.     

Topics Include:

• Starting an equipment company in the early 80s out of their garage.
• Giving back to the iron game.
• Focusing on Extradentary People and Extradentary Experiences dives the company.
• How growing up around weights gave Bert a respect for strength and the history of the strength game.
• The Business of Sorinex.
• Building some of the best weight rooms in the country like Oregon, Kentucky, and Tennessee.
• Delivering the Extradentary to create an experience their clients will never forget.
• Chasing the Olympic dream in Track & Field.
• Life lessons from Dad to invest in things that we can do as a family forever.
• Summer Strong and educating and giving back to the strength community.
• Bass Fishing and PRs
• Channeling his competitive energy back into the family business.
• Becoming the brand ambassador for Beyond Clothing.
• Building the “CAVE” dream gym at home to continue the family lineage of strength with his kids.