At Voltage LTD, we pride ourselves on pushing boundaries, embracing adventure, and supporting causes that matter. And when it comes to leading by example, our CEO, Josh Romney, doesn’t just talk the talk—he runs the run. Literally.
This past weekend, Josh took on the Running Up For Air (RUFA) Grandeur challenge, an event designed to raise awareness and funds for air quality initiatives along the Wasatch Front. If you're not familiar, RUFA is a grueling endurance event that dares participants to summit Grandeur Peak (8,299' elevation) as many times as possible in 6, 12, or 24 hours—often in full winter conditions. It’s a relentless test of physical and mental strength, and Josh delivered a performance worthy of legend.
9 Laps, Brutal Conditions, and a Whole Lot of Grit
Despite a last-minute winter storm rolling in, Josh completed 9 laps through the night, pushing through howling winds, freezing temps, and relentless snow. That’s over 60 miles and 23,400 feet of vertical gain—an absolute beast mode effort. Most people would tap out after a lap or two, but not our guy.
Josh started the challenge equipped with Voltage LTD’s Magic Merino Socks, designed for warmth and comfort during the dark, frigid hours. For the final four laps, he switched over to our KOM Socks, engineered for max performance when the legs (and mind) start to falter. The right gear matters when you're out there battling the elements, and Josh put our socks to the ultimate test.
Shop "King of the Mountain" Socks
Why RUFA Matters:
RUFA isn’t just about crushing vert and testing limits—it’s about raising awareness for air quality issues and supporting organizations committed to finding solutions. The Up For Air Series directs proceeds to high-impact nonprofits working on clean air initiatives. The event aligns with Voltage LTD’s ethos: pushing human potential while giving back to the communities and environments that fuel our pursuits.
RUFA Grandeur was founded in 2012 with a mission to fight for cleaner air along the Wasatch Front. The race happens in February—right in the heart of Utah’s notorious winter inversion season—to drive home the urgency of the issue. With each punishing lap up and down Grandeur, participants endure what feels like the weight of the atmosphere itself—a fitting metaphor for the challenges we face in improving air quality.
Leading From the Front
Josh didn’t have to do this. No one forced him to lace up his shoes, endure a sleepless, freezing night, and climb the equivalent of Everest’s summit push—twice. But he did it because he believes in the cause, in pushing limits, and in setting the bar high for what leadership looks like.
Some CEOs lead from behind a desk. Ours? He leads from the top of a mountain, in the middle of the night, through a snowstorm.
So yeah, we’ll say it again—our CEO is cooler than your CEO.
Get Involved
If you want to support Up For Air or learn more about their mission, check them out at UpForAirSeries.org. And if you want to run harder, push further, and suffer a little less, make sure you're rocking Voltage LTD socks.
See you on the mountain. Or at least, trying to keep up with Josh.