Our History

On 19 September 1988, Britain's Adrian Moorhouse lined up for the final of the 100 metres breaststroke at the Seoul Olympic Games. Having qualified in the fastest time, he was in lane 4, giving him a small but potentially crucial advantage over his competitors.

He came home with the Gold medal. And also - though he didn't realise it at the time - with the perfect name for the business he would co-found just a few years later with leading performance psychologist Professor Graham Jones and business executive Adrian Hutchinson.