In What Doesn't Kill Us I alluded to how Wim Hof's son, Enahm Hof, created and ran his father's business affairs, and that he was often more of an obstacle to spreading the message of the revolutionary breathing and ice bathing techniques.  When I first writing about Wim Hof back in 2013 I had a feeling that I would eventually have to look past just the techniques and into the business practices of the organization itself. As Wim Hof grew into an international brand that generates millions of dollars a year, along with movie deals and celebrity appearances, it has become  harder and harder to ignore Enahm's influence on Wim's message. A few weeks ago I began digging into corporate records and interviewing eyewitnesses to the inner workings of Innerfire. I was shocked by what I found.

This week's video is a full exploration of Enahm's Wim Hof empire where nothing is as it seems.  Indeed, Wim Hof has no control over his social media presence, no ownership stake in the company itself and doesn't even own the trademark to his own name. By his own admission the man who does, doesn't even regularly practice the breathwork or cold exposure. Wim is little more than an employee of the business that literally owns his name.