How Embracing Misogi Reflects the Heart of Ardent Global Logistics

In the past few years, I’ve adopted a mindset that revolves around doing hard things—a philosophy rooted in the ancient Japanese Shinto practice called Misogi. The idea behind Misogi is simple yet profound: each year, take on a challenge so demanding, there’s a real chance of failure. It's not just about physical endurance; it's about pushing your mental limits as well. For me, this practice helps crate focus, keeping me sharp in both life and business.

This past year, my wife, two of our leaders from Ardent Global Logistics—Michael Ward and Michael Burchfield—and I signed up for a half Ironman triathlon. For those unfamiliar, an Ironman consists of a 1.2-mile swim, a 56-mile bike ride, and a half marathon—13.1 miles of running. It’s a challenge designed to test every fiber of your being. #misogi

The decision to compete wasn’t part of a grand plan. Last year, Michael Ward and I took on the challenge, while Michael Burchfield cheered us on. This year, Michael Burchfield joined us, and soon enough, my wife jumped in as well. Together, we started training and pushing each other. Every Saturday, we would share our progress—40-mile bike rides, open-water swims, runs in the sweltering heat. The accountability we held each other to was invaluable, keeping us focused.

The actual race day is where the lessons hit home. There’s a level of excitement and nerves before the swim starts, but once you’re in the water, reality sets in. It’s going to be a long haul. You settle in, get your head down, and focus. The bike portion was over three hours long, facing headwinds and hills that seemed to grow steeper with every mile. Then came the run—a half marathon after all that swimming and cycling. By then, your legs are screaming, your feet are sore, and every step feels like you’re pushing through mud.

In those last few miles before the finish line, something shifts. Despite the pain and exhaustion, you get this surge of energy. The finish line is within reach, and suddenly, nothing else matters. The emotion of crossing that line—of knowing what you just accomplished—is truly overwhelming. It brought each of us to tears, not just because of the physical toll on race day, but because of the journey that led each of us to that shared moment.

We didn’t sit down and meticulously plan this out as a team-building exercise. But looking back, it’s clear that working together, training together, and pushing through together mirrors how we operate at Ardent Global Logistics.

Every day at Ardent, we’re committed to the long game. The race is just the tip of the iceberg. What people don’t see are the hundreds of hours spent preparing, the countless details, the effort that goes into making sure everything is in place. Success is never an overnight thing. There are late nights, sacrifices, ups and downs, and a relentless pursuit of getting better, even if it's just 1% every day. #misogi

At Ardent, our entire team prides itself on this mindset. Whether it’s competing in an Ironman or handling a critical shipment for one of our clients, we embrace the challenge.

Every shipment isn’t just a number to us—it’s a part of someone’s livelihood, their family’s future, and their employees’ security. We understand that attention to detail and consistency are what make the difference.

The lessons from Misogi—from taking on these monumental challenges—are deeply ingrained in how we operate. We love doing the hard things because they push us to grow, to learn, and to succeed. It’s why our clients trust us, and it’s why we show up every day, ready to tackle whatever comes our way.

At Ardent, we don’t shy away from the hard stuff. We embrace it. And that’s what sets us apart.