Tonight all 84 competitors and at least six crew members each – more than 500 people – gathered in the Visitor Center auditorium to learn how to run the race as organizers say, “safely, fairly and legally.”

It was a moment for me to reflect on why we’re involved. What brought me to the desert today to experience 118 degree F. heat (like standing in a sauna with a hair drier blowing in your face)? Personal challenge? Sure. But there’s more to it than that.

I’m dedicating my race to a special group of people to whom we all owe a debt of gratitude.

The personal challenges of the race pale in comparison to the challenges our military veterans face when returning from active duty. I’m keenly aware of their plight. That’s why I’ve chosen to dedicate my race to the men and women who have served our country in Iraq and Afghanistan. The funds I’m raising will be given to the Wounded Warrior Project, a non-profit that does extraordinary work to help soldiers with disabilities re-enter mainstream society, rejoin their families, and participate in recreational activities.

There’s even a wounded veteran from the WWP, Steve Robison, serving as a member of my support team. Steve served in the Army for three years and was on patrol in Mosul, Iraq, when he was injured.

In addition to funds, I’m seeking to raise awareness of the need for more support of great guys like Steve, and the resources available for our returning veterans. At Jarden, our Operation Careers for Veterans program is designed to identify and hire qualified veterans throughout our organization.

On a lighter note, we thought what better way to demonstrate Coleman’s extraordinary coolers than to serve “dessert in the desert.” At the end of the orientation, we popped open two coolers full of Klondike bars purchased 24 hours before in Las Vegas. The ice cream came out of the coolers rock hard thanks to the insulating power of our Coleman Ultimate Xtreme Wheeled Coolers. More than 250 ice cream bars disappeared into the desert in the hands of both competitors and crew members alike. Smiles all around.

It may be only a belt buckle to you, but to me it was the symbol of completing the hardest physical challenge of my life. Much harder than the Ironman competitions I entered in Hawaii in 2003 and 2005. The look on my face speaks volumes. I think I was just stunned that I had actually completed the world’s toughest footrace.

Blake should know: the recent subject of a Badwater race feature in the New York Times, he completed this year's Badwater in 8th place. Blake told me just finishing Badwater was a life-changing experience, worth all the pain. That's my team member Michael Gross taking a break in the background.

The company is also providing for the first time commemorative red lanterns for the final finishers - man and woman - "For Never Giving Up." Traditionally, the final Badwater finishers have been called Red Lantern Award winners, but until now there was no official award to go along with the title.

Check out his running shirt: 2005 record breaker Scott Jurek of Seattle provided Valmir with some words of encouragement.

It was all part of our "Dessert in the Desert" demonstration, proving the incredible insulating ability of Coleman's Ultimate Xtreme coolers. The ice cream was still rock hard after being kept in the cooler for more than 48 hours.

Tonight all 84 competitors and at least six crew members each – more than 500 people – gathered in the Visitor Center auditorium to learn how to run the race as organizers say, “safely, fairly and legally.”

It was a moment for me to reflect on why we’re involved. What brought me to the desert today to experience 118 degree F. heat (like standing in a sauna with a hair drier blowing in your face)? Personal challenge? Sure. But there’s more to it than that.

I’m dedicating my race to a special group of people to whom we all owe a debt of gratitude. The personal challenges of the race pale in comparison to the challenges our military veterans face when returning from active duty. I’m keenly aware of their plight. That’s why I’ve chosen to dedicate my race to the men and women who have served our country in Iraq and Afghanistan. The funds I’m raising will be given to the Wounded Warrior Project, a non-profit that does extraordinary work to help soldiers with disabilities re-enter mainstream society, rejoin their families, and participate in recreational activities.

There’s even a wounded veteran from the WWP, Steve Robison, serving as a member of my support team. Steve served in the Army for three years and was on patrol in Mosul, Iraq, when he was injured.

In addition to funds, I’m seeking to raise awareness of the need for more support of great guys like Steve, and the resources available for our returning veterans. At Jarden, our Operation Careers for Veterans program is designed to identify and hire qualified veterans throughout our organization.

On a lighter note, we thought what better way to demonstrate Coleman’s extraordinary coolers than to serve “dessert in the desert.” At the end of the orientation, we popped open two coolers full of Klondike bars purchased 24 hours before in Las Vegas. The ice cream came out of the coolers rock hard thanks to the insulating power of our Coleman Ultimate Xtreme Wheeled Coolers. More than 250 ice cream bars disappeared into the desert in the hands of both competitors and crew members alike. Smiles all around.