be your best
Our Philosophy
More than a slogan - it’s our DNA. be your best means pushing limits, embracing growth, and making the right choices when it matters most. It’s about striving for excellence—not just in performance, but in character.
True greatness isn’t just about podiums—it’s about purpose.
be your best
Stories
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Looking back, the Cozumel World Championship Final in 2016 wasn’t just a race for me—it was the moment I discovered something about being a human.
As I neared the finish line, my brother Jonny, battling exhaustion, began to collapse. Instinct took over. Without a chance for a second thought, I caught him, supported him, and helped him cross the line.
Looking back, it didn’t matter that it was my brother—it could have been anyone. What mattered was the decision, or rather, the absence of a decision. Helping him was a natural reaction in a moment of pressure and fatigue.
In the days after, I realised being my best wasn’t only about medals or victories; it was about humanity, about being there for others when it counts most.
Two-time Olympic Triathlon Champion | Multiple World, Commonwealth, European Champion | Co-founder, Investor
Alistair Brownlee
To excel in every area of life, I know I need to be the best version of myself every single day.
That means committing to key principles—time-blocking my training, work, and recovery to make them non-negotiable, surrounding myself with the right people for accountability and motivation, and staying flexible while remaining consistent. I’ve learned that fueling and recovery are just as important as effort—without them, both my performance and mindset suffer.
The Ironman Tri Nations Challenge tested all of these principles, pushing me through three full-distance Ironmans in one season.
It was a battle of endurance, adaptation, and resilience, proving that success—whether in sport, business, or life—comes from showing up,pushing forward, and never backing down.
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Dan Furze
Entrepreneur, endurance athlete & Ironman Tri Nations finisher, chasing the Konadream
I was invited to La Manga, Spain, to compete against three elite athletes for a chance to win a £20k sports car with Men's Health Magazine.
As a GB triathlete and RAF member, I felt confident—but the competition was fierce. The four-day challenge included orienteering, an aquathlon, a sea kayak race, and a 30km mountain bike race. I started strong but faced setbacks: getting lost in the first event, struggling in the heat during the run, and being outclassed by an ex-pro cyclist in the kayak race.
By the final event, I knew everything was on the line. Determined to push beyond my limits, I gave everything in the mountain bike race. With one final surge, I broke away, crossing the finish line first. To my surprise, the Men's Health team had picked me as the likely winner—not for my speed, but for my mental resilience and determination.
My mantra throughout?
Be the best that I could be, give the most that I could give, and the rest would take care of itself.
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Gregory Mac Donald
Triathlete, Runner, cyclist still in pursuit of human challenges and refusing to wind down
Born with a leg condition that required Denis Browne orthotics, I spent my early years struggling to walk.
Sports became my refuge, first as a goalkeeper, then as a runner—a decision that changed my life. Running transformed my body and spirit, carrying me from childhood races to regional competitions and, later, to marathons and ultra-distances.
One of my proudest moments was completing a 100km race with my team, where it wasn’t about speed but about crossing the finish line together.
Now, every run is a reminder that resilience isn’t just about personal strength—it’s about lifting others and pushing forward, no matter the distance.
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Alex Castellano
AI-technologist and long-distance runner