There is a big difference between knowing what to do and actually doing it.
A prime example of this is we all know we should prioritize our wellness, but many of us struggle to keep it at the top of a busy schedule throughout the year.
Today’s guest on The Edge of Possible is serial entrepreneur, award winning filmmaker and former elite long-distance runner Joel Primus.
In our conversation, Joel opens up about the heartbreaking injury that ended his Olympic dreams, how he repurposed that elite-athlete energy to build a NASDAQ listed company, and how he’s now turning all of that into his latest brand, Naked Revival.
“Hesitation kills more dreams than failure ever will” – Joel Primus
In This Episode, You Will Learn
- How to build a “non-negotiable” routine that fuels both personal and professional growth.
- The psychological shift required to separate the intent of feedback from the delivery.
- Why hesitation kills more dreams than failure ever will and how to lean in despite risk.
- The concept of a “Misogi,” an annual physical challenge that resets your perception of what’s possible.
- How to navigate the “arrival fallacy” and find joy in the love of the process.
- The importance of self-forgiveness as a tool to break negative guilt cycles.
- Plus much more…
What We Discuss:
- 00:00 – Facing the Unknown: Embracing Life’s Challenges
- 00:45 – Introduction to the Podcast and Guest
- 01:26 – Joel Primers’ Journey: From Athlete to Entrepreneur
- 02:41 – Prioritizing Wellness: Habits and Rituals
- 04:20 – The Power of Non-Negotiables
- 06:56 – Building a Framework for Success
- 10:42 – The Role of Mentors and Coaches
- 14:53 – Navigating Relationships and Boundaries
- 32:15 – The Importance of Forgiveness
- 45:37 – Repurposing Life and Finding Fulfillment
- 47:57 – The Beauty of Tech-Free Days
- 49:52 – The Magic of Music and Success
- 51:58 – Navigating Life’s Challenges
- 57:44 – Exploring the Edges of Yourself
- 01:02:58 – Embracing the Unknown
- 01:11:20 – Building a Better You
- 01:15:09 – The Power of Compassion
- 01:18:36 – Pushing Physical and Mental Limits
- 01:21:35 – Conclusion and Final Thoughts
About Joel
Joel Primus is a former elite long-distance runner who represented Canada at the World Youth Games. After a career-ending injury, a soul-searching trip to Peru sparked his entrepreneurial journey. While filming a travel documentary, he serendipitously discovered the extraordinary softness of Peruvian pima cotton underwear—a revelation that inspired him to create a pair so comfortable, you wouldn’t even know you were wearing them.
That idea became Naked Underwear, with the very first prototype sewn by a friend at a dining room table. From a fateful appearance on Dragon’s Den to a NASDAQ listing and over $17 million raised, Joel built Naked Underwear into a globally recognized brand. It landed in retailers such as Holt Renfrew, Nordstrom, Hudson’sBay, and Bloomingdale’s, and was worn by celebrities and tastemakers. The company later merged with Australian lingerie powerhouse Bendon, where Joel exited in 2018.
Named one of BC Business’s Top 30 Under 30 entrepreneurs, Joel has since become a strategic advisor, published author, and award-winning documentary filmmaker. In 2015, he took his young family on a global journey to lm Raising Global Citizens, a documentary exploring the value of travel in shaping worldviews.
Joel’s media work includes the lms Colombia: A Journey from Fear to the Heart of a Nation, Finding Nowhere, Revive: An Entrepreneur’s Story, and Travel Notes. His books include Getting Naked: The Bare Necessities of Entrepreneurship and Startups, Good Boy, Bad Boy, and Blood & Tears Along the Way (Spring 2026).
He lives with his wife and three daughters on a small farm outside Vancouver, Canada.
Show Notes
Connect with Joel Primus:
