With multiple events spread out over three days, Tulsa Tough has something for everyone and means something different for everyone.
"Diet and exercise are incredibly important," said Dr. Cliff Robertson.
For the President of Saint Francis, the message of getting healthy is priority one.
"We see the Saint Francis Tulsa Tough weekend as being a great venue to inspire Tulsans to do something, to move, to exercise, to ride a bike," he said.
"I like seeing them like go by super fast," said nine-year-old Bennet, with the action being a natural draw.
And for Tulsa Tough Executive Director Malcolm McCollam?
"We wanted people to think of Tulsa, when they thought of Tulsa, to think of something spectacular," he said.
His initial goal was to change Tulsa's image, which in the process of doing...
"We never started this event as an economic engine driver," he said.
But it's certainly become that as well.
"It's just a phenomenal event," said Zachary Pfaff.
At Spoke House Bicycles, they'll be busy as can be through the weekend.
"We do a lot of last-minute service for a lot of the pros too when they’re assembling their bikes. Sometimes they don’t have a team mechanic that can make it so they’ll roll in, we’ll do some tweaks to their bicycles, get them rolling," he said.
17 years of Tulsa Tough, with something different for everyone along with a shared feeling of inspiration.
"If Tulsa Tough can do this and create something world-class right here in our backyard, why can’t I? I hope people are asking themselves that question," said McCollam.