‘Impossible Sleep’ Makes Sleep Possible

‘Impossible Sleep’ Makes Sleep Possible

Twelve years ago Joel Runyon was laid off from UPS, living in his parent’s basement, and contemplating life. An athlete and ultra-marathoner, Runyon was attracted to training and performance products. The internet interested him, too.

He thought, “I like the internet. I like marketing. Maybe I can do something.”

Fast forward to 2022, and Runyon’s something is called “Impossible,” an Austin, Texas-based fitness and performance company launched in 2010. It sells…


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