Brian Lee

If it's a concept, as I said, it's just a race.

That's a fad.

If you build a culture with purpose around it, it'll last forever.

But you have to live by those words.

Our core values are welcome, inspire, and community.

Nothing about performance, athlete, or PBs.

So we need to live by them, by everybody we work with, from third parties right to the core of the customer.

Our target consumer is, in an age demographic, we have 8 to 80 plus.

But realistically, we say it's the everyday person, someone that is not trying to be that top 10, 15, 20% of a performance athlete.

We do have a home and a place for them, but we limit that to maybe only a small 2% of the space.

But we try and make home for the everyday person who just wants to turn up and try and give it their all and feel it's a place they belong.

That's why we created the Troika 500 race, where you do a single doubles or as a relay of four.

It's a shorter race, but only 500 meter runs in between the eight exercises.

They feel that's a place where they can start their journey if they've never done it before.

And our number one is we have women's doubles 500 is our most popular.

A couple of thousands of women do that at every event.

I would say 65% of our athletes are women.

which is pretty unique.

That's pretty good.

And it's great to create that welcoming environment because normally women would feel intimidated.