In The Hot Seat
The Founder’s Report — Edition One
By: Pete Nelson II
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I have been thinking a lot about what SISU actually is.
Not the logo. Not the gear. Not even the products we are building.
It is deeper than that. SISU is a mindset. A way of moving through discomfort. Choosing the harder path on purpose because of who it forces you to become.
That is what we are really building. A standard. A system. A space where people can show up raw and push their edge.
None of this is clean. It is messy. But there is something powerful about building in public. Letting people see the process. The friction. The truth.
This is issue one. If you are here, you are early. And I am glad you are in it with me.
- Pete
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Team Update
We brought on Jo Herrera as our new Director of Operations in late March . She is already making things faster, clearer, and more organized within our operations and manufacturing teams. She sees the cracks before they widen and brings a steady presence to the build. We are excited to see how the next 60-90 days play out as we aim to increase efficiency in each of our core processes.
Big Win
We held our quarterly leadership meeting in Cleveland, OH last Friday. It was honest, aligned, a ton of fun, and energizing. We came out of it with more clarity and a deeper belief in what we are doing. We started the meeting with a hot yoga session, followed it with part one of our meeting, broke for a team lunch workout, then finished with part two of our meeting. It feels amazing to truly have the whole team all rowing in the right direction. I also love that we have built a culture where movement and exercise is part of what we do.
Current Focus
Operational efficiency. We are refining systems, simplifying what has become complex, and making sure the back of house can support the vision long term.
Current Challenge
Heater inventory and stone from Estonia is behind its original lead times. That has put pressure on timelines for the last four months. We are actively adjusting plans and working with partners to close the gap. While it has been stressful for everyone internally, we are getting things bulletproofed for the months to come.
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Product Spotlight
The Edwin Barrel Sauna
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The Edwin is where it all started. Named after the late Edwin Pollari (the father of Mark Pollari - our manufacturing team lead), the Edwin Barrel is a handcrafted 6-person barrel sauna that was designed for people who push hard and need a real space to reset. This is not luxury. This is a necessity for those who live at the edge of their capacity. The unit features a 6KW HUUM Drop WIFI heater, 100 lbs of stone, is 6’ in diameter by 7’ long, and features western red cedar from Idaho and stainless steel from Ohio. We are truly proud to say our products are US sourced and US hand made and the Edwin Barrel is no exception. |
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The Edwin is where it all started. Named after the late Edwin Pollari (the father of Mark Pollari - our manufacturing team lead), the Edwin Barrel is a handcrafted 6-person barrel sauna that was designed for people who push hard and need a real space to reset. This is not luxury. This is a necessity for those who live at the edge of their capacity. The unit features a 6KW HUUM Drop WIFI heater, 100 lbs of stone, is 6’ in diameter by 7’ long, and features western red cedar from Idaho and stainless steel from Ohio. We are truly proud to say our products are US sourced and US hand made and the Edwin Barrel is no exception. |
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Research Insight
A 2018 peer reviewed study published in Mayo Clinic Proceedings found that consistent sauna use was associated with a significantly lower risk of cardiovascular disease, all cause mortality, and even dementia. Researchers followed over 2,000 middle aged men for more than two decades and found that those who used the sauna four to seven times per week lived longer, had better heart health, reduced inflammation, and greater resilience to stress.
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Application:
Get in the sauna four times per week for 15-20 minutes at a temperature between 170F and 200F at least four times weekly. Breathe through your nose and stay present (remove your phone from the sauna). Let your heart rate rise and recover naturally post session by letting your body naturally acclimate to the outdoor air. Treat it as discipline and recovery all in one
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Training to me is one of the most important aspects of my life to keep me feeling at the top of my game as a husband, father, man of faith, and business owner. Here’s a glimpse into my Monday training from this week:
5:15AM Garage Strength Session
4 Sets Of:
4 Bench Press - Building
3 Sets Of:
Incline Dumbbell Bench Press x 8
Narrow Grip Lat Pulldown x 12
3 Sets Of:
DB Arnold Press x 8
Seated Narrow Cable Row x 8
5 Sets Of:
Pushups x 20
Max Rep Strict Chin Ups
4 Sets Of:
Strict Straight Leg Toes to Bar x 10
GHD Sit Ups x 15
12:00PM Lunch Run
5 Miles - MAF Pace (Aerobic Pace ~ Low Z3 and Under)
7:55/Mile Pace
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The SISU Maintenance Manual |
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Keep the Door Open?
After each sauna session, wipe down all surfaces with a dry towel and prop to allow heat and moisture to escape. This airflow prevents mold, warping, and musty smells by helping the wood dry out naturally. If the sauna was used heavily or feels especially humid, leave the door open for an extra 10 to 15 minutes. This simple step keeps your SISU running clean, dry, and ready for whatever comes next.
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Behind the Brand: Youtube |
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Two weeks ago, I launched a personal YouTube channel that will cover all things behind the brand of SISU, training, partnerships, and family. In the first video, I take you behind the scenes of our SISU manufacturing facility. If you enjoy the video, please like, leave a comment, and subscribe. We’re excited to show more of what’s going on behind the scenes. If there is anything specific you’d like to see, please leave us a message!
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I can’t get over the phrase: Grit Over Glory. It feels so “SISU” to me.
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Grit Over Glory means we don’t chase recognition, we commit to the process. At SISU, grit is not a means to an end; it is the end. It is the early mornings, the cold plunges, the final rep when no one is counting. It is doing the hard thing without expectation, showing up when it would be easier to quit, and finding clarity in discomfort. We are not here for trophies or applause. We are here to grow, to endure, and to earn our edge daily. Glory is temporary. Grit is forever. And at SISU, we choose grit. Every single time.
We are just getting warmed up.
- Peter Nelson II
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