Because you're doing it all today, and doing it all again tomorrow.

I was asked by a group of entrepreneurs to help them realise their vision for an online store focused on the growing adventure sports market. Their aim was to provide athletes with premium products and equipment at a discounted price that was competitive with overseas pricing. I created the brand and developed the online store.

I came up with the name The Endurance Store which immediately resonates with the target market of athletes who typically pit themselves against each other - and mother nature for extended periods of time - adventure racing, rogaining, trail running, ironman, kayaking and so on.

"Because you're doing it all today, and doing it all agin tomorrow." speaks to this group as they put their bodies to the test for days on end - whether training or competing.

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