HOW IT ALL STARTED!
Hi there! We’re Micheal and Brendan, two best friends born and raised in Melbourne, Australia. Throughout our lives, we’ve always been on a journey of self-improvement, but we quickly learned how tough it can be when you’re doing it alone.
To reach your personal best, you need more than just motivation—you need your hype crew, your spotter, someone who’s got your back when things get tough.
We know many people feel this way, and that’s why we wanted to create something bigger—a community where no one has to face their challenges on their own.
So, we decided to share our message of support and togetherness through fitness and fashion, creating not just a brand but a movement that empowers everyone to become the best version of themselves while supporting their fellow AD Members.
We’ve always believed that everyone has the inner strength to become the best version of themselves.
One day, while brainstorming a slogan for our brand, our journey truly began.
Elevate Beyond, Illuminate Within
To Elevate Beyond means stepping out of your comfort zone, challenging yourself to new heights, and relentlessly pushing past your limits. It's about refusing to settle and never giving up. Only by embracing this journey can you unlock your TRUE potential and allow yourself to Illuminate Within.
When times get tough and you feel like slipping back into old habits, remember—you’re not in this alone. We’ll be there, reminding you every step of the way. Whether it's through our commitment to constantly innovating our brand or by showcasing our community members pushing past their limits, just remember that we’ve always got your back.