Endurance Edge

A glimpse behind the scenes of last week’s Spring/Summer 2027 Sales Conference, held in our Lake District backyard. 
 
Brand partners from across the world joined us to see future innovations and learn more about natural performance. 
 
Exciting times ahead.
 

While we’re down the road launching .op.au one of our most trusted retailers, is (literally) flying the T8 flag at the expo. If you’re looking for .australia make sure you stop by.

Newsflash! We’re the official ANZ distributor of .op.au and we’re doing our first public outing this weekend.

Swing past Katoomba Falls Kiosk, just by the top of Furber Steps in the Blue Mountains, and try on a pair of Mount to Coast. Take them for a trot, grab a coffee on us or join the crew for a shake out run.

See you there!

.fuji100


australia
au

Sharing this verbatim because we’re absolutely disgusted that this sort of mentality persists. As people who’ve worked in risk and emergency management and in all aspects of event organisation we appreciate the importance of race briefings. This is not an argument in favour of disregarding them. This is an argument in favour of discretion, judgement and inclusivity.

To summarise: wasn’t allowed to start the national champs 50k over the weekend because she didn’t attend an in person race briefing. She spoke to the RD the day before to try and find an alternative and was told to pump. WTAF!? Proud to stand on this roof with you Sarah

• It was the first time in my life I did not feel welcome at the start line of a trail running event. And not just welcome, but as if I was actively doing something wrong in being there. As a breastfeeding mother, I was not welcome. To participate in the race I had registered for my only option to start with the rest of the field was to ignore the biological need of my baby and attend a race briefing at 7/730pm. So I did not start that race. I turned up at the start line ready to go but was turned away, with the option of being held back and starting after everyone else.

Having a baby has highlighted to me where gender inequality hides. Sometimes right in the headlights and at other times in the dark corners of systems. Sometimes a literal man standing over me telling me how to parent. 

It has also shown me where strength lies- in the motherhood, sisterhood, and brotherhood. There are people that a willing to stand on the roof and shout with me. And for those people I am grateful. I am expecting change from this moment. 

With some encouragement I started a different race. The more I ran the angrier I got.
Nothing like a forced rage run for two women to take the top spots in the 21K. 

*calling all women to share their own stories with me so we can make change.


Fueled by and grateful I decided to smash an extra gel at the end to close hard. 

australia

Money where our mouth is

Repost • MEET YOUR NEXT NOMINEE

🌟 HOLLY RANSON 🌟

Up for the 2025 Performance of the Year Award

At the World 24 Hour Championships in Albi, France in October, 2025 Holly Ranson delivered one of the most significant performances ever by an Australian ultra runner. Covering an extraordinary 274.172km, Holly finished 2nd, claiming a podium finish on the world stage.

In doing so, she broke the Australian Women’s 24hr Record and the Oceania Record, becoming the first Aussie female to podium at a World 24 Hour Championship. Her performance also played a crucial role in the Australian Women’s team finishing 2nd Overall at the event.

The distance achieved by Holly additionally surpassed the previous women’s world record, which was also broken at the same event by British ultrarunner Sarah Webster.

👉 Cast your vote for 2025 Performance of the Year via https://shorturl.at/a1X0s

📸 Holly pictured at the finish line of the 2025 The Guzzler.

Get • 274.172km in 24hrs
Avg Pace 5.15 min per km
6.5 Marathons in a row sub 3hrs 45min
10.8km PB

1 x .australia Sherpa Shorts
1 x Enduro 2
1 x AlphaFlys

15 Gels ( )
2.5L of
1.8L of
1.5L of
2 x
250ml of OJ
3 x Stroopwaffles
1 x Custard Sachet
2 x Fruit Puree Sachets
1 x bag of grapes (for Pippa)

Mix it all together with a few other secret ingredients and you get a 2nd best female performance in history. 🥰

Some happy snaps from