High performance is not a theory; it’s a practice
My own company website opens with a statement: ‘High performance is not a theory; it’s a practice’. This is the essence of the attraction of the Le Col brand for me. The kit is not designed by a fashion designer or MBA who saw a niche retail opportunity. It’s designed by a cyclist, for cyclists. It also helps that it looks great and caters to the breadth of market from the professional to the rather larger (in every sense) amateur and recreational market. As my friend, straight-talking cycling coach, Ben Wilson likes to say: ‘Look like a pro. Ride like a pro.’ I suspect there’s a bit more to it than that. But Le Col certainly makes you look like a pro.
Justin Hughes, MD & Director of Consulting, Mission Excellence and author of the best-selling ‘The Business of Excellence’. Building high-performance teams and organizations
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