There was always an idea in his head to create something, but the details were fuzzy. He spent over a decade deep in a malaise of hospitality management, meeting many of life's challenges head on. Eventually, there came a time when getting into the woods for long, grueling solo marches became routine; the challenge became the itch and it could only be achieved by really pushing - suffering, to some degree. Soon, Joe realized that it wasn't so easy to find other gluttons for punishment, so he decided to be proactive about it and form a society whose members would be happy to share the ultimately satisfying experience of pushing themselves to their physical and mental limits and having a genuinely good time while doing it. 

​