be your best
Our Philosophy
More than a slogan - itβs our DNA.Β be your bestΒ means pushing limits, embracing growth, and making the right choices when it matters most. Itβs about striving for excellenceβnot just in performance, but in character.
True greatness isnβt just about podiumsβitβs about purpose.
be your best
Stories
_________________________________________________________________________________________________________________________________
.001
Looking back, the Cozumel World Championship Final in 2016 wasnβt just a race for meβit 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 didnβt matter that it was my brotherβit 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 wasnβt 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 principlesβtime-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. Iβve learned that fueling and recovery are just as important as effortβwithout 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 successβwhether in sport, business, or lifeβcomes from showing up,pushing forward, and never backing down.
.002
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 Β£20k sports car with Men's Health Magazine.
As a GB triathlete and RAF member, I felt confidentβbut 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 winnerβnot 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.
.003
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 runnerβa 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 wasnβt about speed but about crossing the finish line together.
Now, every run is a reminder that resilience isnβt just about personal strengthβitβs about lifting others and pushing forward, no matter the distance.
.004
Alex Castellano
AI-technologist and long-distance runner