S2, E27: Josh Rosenthal: Borderlands, Ultra Running & DFL Before DNF
Josh Rosenthal is the founder of Borderlands, a trail running media company built around the people, stories, and culture that make the sport special.
But Josh’s path to the trail running world started somewhere completely different.
In this episode of the Small Lake City Podcast, Josh shares his journey from building businesses in Salt Lake City’s food and beverage scene—including La Barba Coffee and Seabird—to discovering ultra running, attempting 100-mile races, and eventually creating Borderlands.
And he’s quick to point out: he wasn’t exactly dominating those races.
Josh jokingly calls himself “the worst 100-miler,” with a long list of DNFs that ultimately helped shape one of his defining philosophies: DFL Before DNF — finish dead last before quitting.
We talk about what those failures taught him about resilience, when to keep pushing, when to stop, and how doing hard things can reshape the way you approach the rest of your life.
Josh also opens up about the realities of entrepreneurship—the pressure of growing a company, navigating business partnerships, carrying stress home, and the impact COVID had on Salt Lake City’s hospitality industry. Running became more than exercise; it became a way to process that pressure and create space between work and family life.
Eventually, that relationship with running led to Borderlands, where Josh focuses on telling stories from across trail and ultra running—not just podium finishers and sponsored athletes, but everyday runners, race directors, creators, and the people finishing at the back of the pack.
We also dive into Salt Lake City’s rapidly growing trail running scene, the history and influence of races like the Wasatch Front 100 and Bear 100, the rise of UTMB, and why Utah may be one of the best places in the country to be a trail runner.
In this episode:
Building La Barba Coffee and Seabird in Salt Lake City
The realities of entrepreneurship and business partnerships
How COVID changed Josh’s career
Discovering ultra running and 100-mile races
Why Josh calls himself “the worst 100-miler”
The philosophy behind DFL Before DNF
Failure, resilience, and knowing when to keep going
Why Josh founded Borderlands
The culture and future of trail and ultra running
UTMB and the globalization of the sport
Wasatch 100 and Bear 100
Why Salt Lake City is becoming a trail running epicenter
Finding purpose when the finish line disappears
If you’re interested in trail running, ultra running, ultramarathons, 100-mile races, Borderlands, entrepreneurship, Salt Lake City, Utah outdoor culture, or the psychology of endurance, this conversation is for you.
Small Lake City Podcast tells the stories of the people building, creating, and shaping Salt Lake City and Utah.
Subscribe for more conversations with Utah’s entrepreneurs, athletes, creators, community leaders, and interesting people.
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