Foundations for What Endures

"Seeing family money fade and building my own story through endurance sports and entrepreneurship taught me about values, principles, people and systems. The rest is patience." - Iñaki de la Parra

The Three Capitals Most Miss

I learned this watching a family fortune implode despite full bank accounts. Money without the other two capitals is only temporary prosperity.

1. Financial capital gets the attention

2. Human capital builds a foundation

3. Intellectual capital creates sustainability

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The Family Business Laboratory

Here's what watching family wealth destroy itself taught me:

1. Competition Kills Legacy

• I see relatives destroy wealth, fighting each other

• Witnessed ego eliminate more wealth than any market crash

• Learned that internal competition destroys faster than external threats

2. From Trauma to Training

• Used ultra-endurance to process family & family business trauma

• I turned distance into my greatest ally

• Built new patterns for my own family

3. Systems Beat Goals

The truth is, the three-generation wealth cycle isn’t about money—it’s about systems and values. Here’s how it typically plays out:

• The First Generation works hard to create wealth fueled by ambition, discipline, and a clear set of values. Their focus is on building something meaningful from scratch.

• The Second Generation maintains or grows the wealth, leveraging the systems and values passed down but without experiencing the same struggles or gaining the same perspective as the first.

• The Third Generation often squanders the wealth, missing the foundational systems and values that built it. They inherit the money but not the mindset.

If you pass down systems and values, the wealth can outlive generations. If you only pass down money, it rarely survives.

The Olympian Mindset: Stacking 1,500-Day or 4-Year Cycles

Here's how I build anything that has lasted:

• 1 cycle (4 years): I notice trends and “practice.”

• 2 cycles (8 years): I understand the process and start to gain some “expertise.”

• 3 cycles (12 years): I see results that exceed my original expectations, and I feel like I am “winning.” I like to win, but in my game, winning takes decades.

Yes, it takes a decade-plus. No, there aren't shortcuts.

The Cycle Breakdown:

Phase 1: Foundation (1/3)

• Build knowledge base

• Create key relationships

• Establish basic systems

Phase 2: Growth (2/3)

• Expand capabilities

• Deepen connections

• Refine systems

Phase 3: Integration (3/3)

• Share knowledge

• Strengthen community

• Optimize systems

Parenting as Ultimate Wealth Building

Running businesses doing & coaching endurance sports while raising kids taught me:

• The first 10 years shape everything

• Time invested compounds like money

• One “good enough system” (that works) beats a thousand good decisions

What I See Coaching

After 3 decades of coaching and doing business, these patterns emerge:

• Money chasers lose time

• Knowledge builders gain options

• Relationship creators find opportunities

The Real Bottom Line

You have 3 choices:

1. Chase money = get temporary wealth

2. Build systems = create sustainable wealth

3. Create value = build generational wealth

My kids will inherit my systems, not necessarily my money, hard to tell now. Two years ago, this would have sounded wrong to me. Now it's the only thing that makes sense.

Start Here

1. Calculate Your Real Hourly Rate

   • Know what is your value: in time & money

   • Understand your actual exchange rate

   • Value your life currency, time is key

2. Document Your Systems

   • Audit before automating

   • Improve before scaling

   • Build before optimizing

3. Break Generational Patterns

   • Identify inherited trauma

   • Creating conscious distance was key for us & our kids!

   • Build new systems

4. Define Real "Enough"

   • Set clear boundaries

   • Establish true needs, and be careful with wants!

   • Align with values & principles, state them clearly

5. Think in Cycles

   • Plan in 4-year blocks and stack 4-year cycles; I guarantee you will not regret it!

   • Accept the long timeline; there are no shortcuts

   • Trust the process, and have fun! - Remember to live life now!

The truth? Most people won't do this. They'll keep chasing quick wins and wonder why wealth doesn't last. But if you're reading this, you might be different.

It took me about 3 decades to figure this out.

You don't have to take that long.