Our Story

Endurance House Delafield

jasonjensen“Redefine Your Possible.” A small phrase with an extraordinary impact on your life should you be bold enough to step forward into the realm of endurance sports.

After spending most of my life outside the areas of physical fitness, I began to notice that I was getting older and my body was not quite up to what it once was. Going up a simple flight of stairs, jogging a short distance, or even taking an extended walk with my chocolate lab, Reese, would make me feel winded. That was when I decided that something had to change and I had to get in shape. My life began to transform for the better when a friend challenged me to run a half marathon with him. We ran the back roads in the Wausau area together, enjoying talks and the physical challenge of running.

I remember my first 6-miler like it was yesterday — “Wow, what a distance?” — I thought. Shortly after completing a half marathon together, my friend and I completed the Twin Cities Marathon and continued to train together. My cousin suggested triathlons next and it seemed the natural progression for me. She is a Kona athlete and has had solid training advice for me on my journey. The excitement of competing in the three events of a triathlon kept my adrenaline going and in 2013, I was able to complete my first Ironman in Wisconsin. Team JJ was there to cheer for me the entire day. I have seen few sports bring family together like endurance sports can!

During my discovery of endurance sports, I stopped to shop in a store in Madison that sold running, swimming, and biking gear and found exceptional customer service and built a relationship with the knowledgeable staff. The store was Endurance House Middleton and I soon knew in my heart that I wanted to open my own store. My love for running and my background in retail provide me with the tools I need to venture into a business of my own. Together with my father, I plan to offer the best retail experience possible, including the development of solid client relationships, advice tailored to athletes needs, and ensure you get the help you need to “Redefine Your Possible.”

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