On 20 July, I'm racing in Ironman USA in Lake Placid, NY, USA, as a participant in CEO Challenges. I'm racing in memory of my younger brother, Eric, who died five years ago this July. 

Watching Eric decline was devastating for me and my family. He was an intense person, a fitness fanatic and, along with my wife, my best friend. About a year after he died, I ran my first marathon with my older brother in New York City. We did it to vent our grief and to honor Eric's hometown. We think he would have loved it.

Through CEO Challenges, a partner of Ironman USA, I found a great way to honor Eric and also take on a big challenge- something I love because of my entrepreneurial DNA. The Ironman USA competition takes place about two weeks after the anniversary of Eric's death, so it seemed like a fitting tribute to a man who just couldn't keep going. It would also be a good way of putting my pain in perspective.

CEO Challenges was started by Ted Kennedy-not to be confused with the American politician Ted Kennedy-a former corporate marketer who worked for the Ironman Organization. CEO Challenges holds sporting events-triathlon, golf, cycling, marathon, fishing, sailing and tennis challenges-for CEOs around the world.

Training for this challenge, specifically the endurance training, has been a valuable lesson that I can apply to my own business. Sometimes you want to stop or slow down when the going gets tough, but experience shows that great rewards come to those who continue to push forward when others can't or won't.

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For more information on CEO Challenges, visit the Web site or contact Shawna Kennedy at +1.303.495.5343.