Why do people quit in training or a race? We argue there are really only two reasons: negative mental feedback loops & Imminent dangers like injury, etc. If you make the decision to Never Fucking Quit & you stick to that commitment, you'll be amazed at the power inherent within you. If you have quit, how can you keep yourself from doing so in the future? We provide a number of effective techniques to get you through the pain cave to across the finish line.