athlos is the one brand i look up to in the indian running community they don’t worry much about what other brands are doing or how competitors are pricing their products. the obsession is simple - bring the highest-quality stuff they can, irrespective of how the market responds when i started building tempo fuel, i was worried that getting the best raw materials and testing everything in the best labs would ultimately mean consumers would have to pay more. but during one of my early conversations with pravin, he said something very clearly - customers will pay if they want to. yes, the product will be expensive, but customers will decide what they want to buy he also said it doesn’t always have to be a zero-sum game. our job, as brands in endurance sports, is to bring more people into the sport. the market will decide what they want to buy and when, but never compromise on your brand values or quality. he still talks to me the same way even when some of my tweets are controversial, but he knows i’m his big fan and student @wanderingraptor