We have just read this:

You don’t have a choice on whether or not your industry will be disrupted (hint: it will be.) But you do have a choice on whether or not you’re going to be one of the disrupters.

With more and more people becoming fascinated with endurance sports and participation levels rising ever-higher, there is a choice to be made. Will your business – whether that is a tiny start-up or one of the most established brands in the endurance sports world – be at the front, leading the charge and innovating like mad, or will you follow and hope that there is enough left after the innovators have had their fill for you to survive on? We know which choice we would make!