What Jesse Itzler does

Jesse Itzler operates a personal-brand business, structured as The 100 Mile Group, LLC, headquartered in Atlanta, Georgia. The company monetizes Jesse Itzler's reputation as a serial entrepreneur (five exits including Marquis Jet sold to Berkshire Hathaway and ZICO sold to Coca-Cola), two-time NYT bestselling author, and endurance athlete through three primary revenue streams: a $35,000-per-year Adventure Club membership capped at 50 members, premium in-person retreats priced at $14,495 to $17,500 per attendee across Leadership, Wellness, Fun, and Speaking formats, and a digital course catalogue ranging from $97 webinars to a $499 Ultimate Coaching Catalogue with over 40 video lessons.

The technology layer is intentionally minimal and off-the-shelf, relying on a Shopify storefront with multi-currency support (USD, EUR, CAD), Klaviyo for email marketing and abandoned-cart automation, and Meta Pixel for paid retargeting. No proprietary platform, AI/ML systems, or developer APIs are disclosed; the digital product is delivered as pre-recorded video content rather than through a software platform. A 150,000-subscriber Free Swim newsletter and 1M+ Instagram following function as the primary owned-aquisition channels, supplemented by media placements (TED, NYT, Forbes, Joe Rogan) and keynote speaking engagements.

The go-to-market is community-led and event-driven, with scarcity mechanics (limited cohort sizes, waitlists, sold-out retreats) driving urgency. Customer segments skew toward entrepreneurs, founders, and high-performing executives in their late 40s to early 50s, with a roughly 60/40 male/female split across the Adventure Club. The business is bootstrapped with no disclosed external investors, operates with a disclosed headcount of approximately 10, and includes sub-brands (29029 endurance events, All Day Running Co., All Day Sauna Co., The Big A Calendar, Runningman Festival) that extend the brand into adjacent wellness and endurance verticals.

Name

Jesse Itzler

Legal name

The 100 Mile Group, LLC

Website

https://jesseitzler.com

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Executive Coaching & Personal Development

NAICS

Agents and Managers for Artists, Athletes, Entertainers, and Other Public Figures (7114), Professional and Management Development Training (61143), Convention and Trade Show Organizers (56192), Tour Operators (561520)

SIC

Services-Membership Organizations (8600), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Entertainment Booking & Speaker/Talent Management (HSACAAAI)

akta.pro secondary industries

Lifestyle & Habit Change Coaching (HSADAGAB), Premium/Upmarket Membership Clubs (CRAEADAG)

Keywords

• Executive coaching services
• Wellness retreats
• Personal development courses
• Membership communities
• Keynote speaking

Headquarters

HQ city

Atlanta

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Digital Courses & Coaching Programs: Online courses and coaching catalogues sold as one-time purchases or subscription access. Includes the Ultimate Coaching Catalogue ($499), individual webinars, and the Normal Is Broken course ($397). Revenue generated through direct online sales with no recurring subscription requirement.
2. Adventure Club Membership: All-inclusive annual membership providing access to three adventure experiences, monthly business forums, training programs, and community access. Priced at $35,000 full payment or $36,000 in two installments. Limited to 50 members per cohort.
3. Built By Jesse Retreats: Multi-day in-person retreats covering wellness, leadership, public speaking, and adventure themes. Individual retreat tickets range from $14,495 (Wellness) to $17,500 (Leadership at Duke). Multi-retreat packages available at discount.
4. Book Sales: Physical and digital book sales through Amazon and other retailers. Living With A Seal and Living With The Monks priced at $15 each. Books serve as customer acquisition channel and brand-building tool.
5. Speaking & Event Fees: Keynote speaking engagements at corporate events, conferences, and private functions. Revenue generated through booking Jesse Itzler for speaking appearances.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Jesse Itzler sells a portfolio of personal development and leadership experiences directly to consumers, including digital coaching courses (Ultimate Coaching Catalogue, Normal Is Broken, The Art of Storytelling), multi-day in-person retreats (Leadership at Duke, Wellness in Rome GA, Adventure, Speaking), a $35,000-per-year Adventure Club membership capped at 50 members, and two NYT bestselling books (Living With A Seal, Living With The Monks). The business is monetized through his personal brand, content marketing (150,000-subscriber Free Swim newsletter), and speaking engagements.

Product overview

Jesse Itzler's business is a personal brand ecosystem offering digital coaching courses, in-person retreat experiences, books, membership programs, and newsletter content. The core offerings include: the Ultimate Coaching Catalogue (digital video courses), Normal Is Broken (online course), and individual webinars covering business, mindset, and wellness topics; the Built By Jesse retreat series (Leadership, Wellness, Fun, and Speaking formats) delivered at venues including Duke University and Rome, GA; Adventure Club (an all-inclusive membership at $35,000-$36,000 annually with three annual adventures and monthly business forums); two bestselling books (Living With A Seal and Living With The Monks); and the Free Swim newsletter reaching 150,000 readers. Additionally, Itzler has launched venture brands including 29029 Endurance, All Day Running Co., The Big A Calendar, and All Day Sauna Co. The business operates through The 100 Mile Group, LLC.

Differentiator

Problem solved

Functional benefit

Brands

• Adventure Club: An exclusive membership club for leaders combining adventure experiences, monthly business forums, and high-performer community with adventures like hiking and wellness retreats.
• Built by Jesse Retreats
• 29029
• All Day Running Co.
• The Big A** Calendar
• All Day Sauna Co.
• Runningman Festival

Products and services

• Ultimate Coaching Catalogue

Quantifiable outcome

• $5 billion in company sales generated through ventures including Marquis Jet (sold to Berkshire Hathaway) and Zico (sold to Coca-Cola)
• +2 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered minor and core.

• Atlanta HawksminorOthers · 1 January 2015Jesse Itzler and wife Sara Blakely (Spanx founder) became part owners of the NBA's Atlanta Hawks in 2015. Active ownership with the couple often seen courtside at games with their four children.
• Duke UniversitycoreStrategic or Co-development PartnerBuilt For Leadership retreat hosted at Duke University with private access to Cameron Indoor Stadium. Coach Mike Krzyzewski (Coach K) serves as featured instructor alongside Jesse Itzler and Jon Carroll.
• Jon CarrollcoreOthersJesse's personal business advisor facilitating Adventure Club monthly forums. 30+ years operational experience with 12+ companies, former CEO, member of Entrepreneurs Organization & YPO for 20+ years.
• Chris HauthcoreOthersJesse's endurance coach and adventure guide for Adventure Club. Two-time Olympian, Ironman Age Group World Champion, former professional triathlete. Provides training programs for adventure participants.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Tim Ferriss: Tim Ferriss is an author, podcast host, and angel investor who has built a personal brand around experimentation, lifestyle design, and entrepreneurship — overlapping substantially with Jesse Itzler's entrepreneur/mindset/self-optimization positioning. Comparable course + newsletter + book model.
• Tony Robbins: Tony Robbins is the gold standard personal-brand business, monetizing through high-ticket events (Date With Destiny, Unleash the Power), platinum partnerships, coaching programs, and books. Directly comparable to Jesse Itzler's model of premium in-person experiences plus digital courses plus a personal brand built on transformative experiences.
• Ed Mylett: Ed Mylett is a personal brand entrepreneur running a podcast, bestselling book, and high-ticket events/programs targeting entrepreneurs and high performers. Closely analogous to Jesse's Adventure Club membership and Built By Jesse retreats model.
• Mel Robbins: Mel Robbins is a personal brand podcaster, bestselling author, and keynote speaker with courses, a book franchise, and live event programming. Comparable in the personal transformation + NYT bestseller + high-ticket course model.
• Tom Bilyeu / Impact Theory: Impact Theory is a personal development media and brand started by Tom Bilyeu producing courses, content, and high-ticket programs centered on mindset and entrepreneurship. Comparable founder-led content + course + community model.
• Lewis Howes: Lewis Howes built a personal brand around the School of Greatness podcast, books, and live events including retreats and high-ticket programs. Highly comparable in the founder-led lifestyle/peak-performance space where the host is the marquee asset.
• Dean Graziosi: Dean Graziosi is a personal brand entrepreneur running high-ticket masterminds, courses, and live events targeting entrepreneurs and aspiring business owners. Comparable to Jesse's playbook of high-ticket retreats, courses, and an aspirational founder-led brand.
• Jay Shetty: Jay Shetty is a personal brand built on storytelling and coaching with bestselling books (Think Like a Monk), courses, and a coaching certification program. Comparable in the personal development + content + course lane, with similar target audience of high-achieving professionals.
• Brendon Burchard: Brendon Burchard is a high-performance coach selling courses, mastermind groups, books, and live events targeting entrepreneurs and high achievers. Directly comparable in target persona (aspiring high-performers), product ladder (webinars → courses → high-ticket events), and founder-led brand model.

Emerging players

• DAYTON BARTHEN on / Kwik Brain / Jim Kwik: Jim Kwik built a personal brand around brain performance and learning with courses, books, and a high-ticket Superhero Coaching program. Comparable in the personal performance/coaching space with a celebrity-expert modality, though more niche on brain performance.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/jesse-itzler

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Jesse Itzler