Brian Lee

And it was one of the core principles when I sat down to come up with the idea of Troika was, how do I make this a more welcoming environment than others that exist?

Because some others that exist, I feel, are too intimidating for the everyday person and they don't belong there.

It's not all about the concept.

It's about the brand, the culture that you build around the concept.

Yeah, as you said, like I've owned gyms, I had shops, everything's been health and wellbeing space of where I'd like to put my hand to.

How I came up with it was over two or three year period, I was competing in High Rocks races and

they've they were they've created basically the marathon which is not the marathon but a hybrid fitness race but they're the only one putting on marathon races so for me I said this is great they are servicing the top 20% of people I went did a race the pro doubles race and I had two lads shadow boxing

In the warm-up area... Which... I just thought was... Hilarious... But also... Very... Kind of off-putting... To the brand... For myself... And I just felt... One kilometre runs... Was a very hard start... To any journey... And someone wants to get into this space... They would never start here... It's a very good point... I was only making this... Reference to someone recently... We were in London... And like the men's warm-up area... Is a very... Intense place... You've... You've two types of people... You've the people like that... Who are like...

It is.

And I got a little bit of the ick kind of feeling from it.

And I just said,

If I'm already starting... Because you're their exact demographic.

I am.

And I'm that person around and running with the top off.

And I said to myself, I'm actually starting to dislike what I'm standing for.

So I said, if there's no one else has a place to go, I said, someone's going to create a space for the everyday person to feel welcomed, feel involved.

And if someone's going to do it, why not me?

striving to the top of the tree but put in performance not about an effort and just individuals stories and inspiration so I said someone's going to do it and I always say why not me like if someone's going to do something like why can't it be you like so I never feel something is out of reach and people say oh I could have done that I should have done that but you didn't do it

Tomorrow is not going to wait on you.

You need to do it now.