SISU (see'-soo) is a unique Finnish concept that cannot be fully translated.  One definition is: special strength and stubborn determination to continue and overcome in the moment of adversity.  It's a combination of stamina, courage, and obstinacy held in reserve for hard times.  SISU is considered to be at the same level with Zen Koans, "kanssa; se taytyy kokea."  which means, "One Must Experience It."

SISU isn't about natural talent, ability level, or physical strength.  It's an inherent characteristic or mindset that anyone can posses, which makes it a perfect match for multisport and endurance athletes.  From the BOP to the Elite, SISU will see you through to the finish line, and Sisu Multisport & Endurance will be there every step of the way.