Meet the ultra runner who turned grit into a sauna empire by selling one product really, really well.

Pete is the Founder of SISU, a sauna and wellness product company, built with connection and grit at the forefront. He is also the Founder of Hell on Hogsback, a 12 hour endurance race in the Cleveland Metroparks, all benefitting cancer patients in need, held this year on Saturday, August 23, 2025. Pete, his wife, and children, live in Northeast Ohio where SISU products are manufactured.

Jon chats with Pete about:

his journey starting ultramarathons at 17 with his father
the founding of Sisu Sauna
the sauna industry’s growth and market opportunity
product line expansion strategy
bootstrap financing and inventory management

Stay connected:

Check out SISU with this special link and save $250 off your sauna purchase:

https://sisulifestyle.com/jonathanlevitt

Follow Pete:

https://www.instagram.com/peternelsonii/

https://www.instagram.com/sisu_sauna/

https://www.instagram.com/hellonhogsback/

YouTube Channels:

https://www.youtube.com/@peternelsonii,

https://www.youtube.com/@sisu_sauna

This episode is supported by:

Superfiliate:

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pete nelson