From Visual Spectacle To Predicting Future

I was recently working with a photographer for Vogue, the iconic fashion magazine. During the photo shoots, we would move from location to location to give a life and soul to a collection that the fashion designer have been cultivating for months. It was a delight to collaborate with such a talented photographer and portray various appearances and personalities, like an actress wearing a different costumes in a play.

Although it felt like I would have lived a multiple lifetimes, the photo shoots themselves last only a few minutes, so you have to be really, really perfect in the moment. The photographer had me perform activities and poses in which I loved to draw on all the hours of training and practice, but also on things I stole from RaceEdge.

That leads me to a connection between modelling and sport that I have made before. For obvious reasons, the way you live and train leading up to every show or race, and the approach you take when you are out there performing form such a big part of the success.

The interesting thing in Formula 1, for example, which is an athletic but also very technological sport, and we can see it all the time how quickly technology is changing the sport, we have to develop completely different techniques, habits and routines, because working out multiple times a day is not going to make you faster on the track. But knowing what lies ahead and eliminating contingencies that occur in the race can find you 3 or 4 seconds. There are many elements that add up to winning races other than just working on the physical component that we have to continuously advance such as our inputs into the car and into the race itself.

Since I founded RaceEdge, Inc. in 2018, we diversified into other sports, and instigated initiatives that channelled our customers towards new remarkable scores and times. At our initiative ALPHA, we are joined by professional athletes, who turned to us because they were trying to achieve something that has not been done before and couldn't get there by following traditional training techniques and approaches.

ALPHA opened up a new possibilities to create original ways to accomplish what they are chasing—whether it be induction to the Hall of Fame, winning another championship or becoming the best in the world. It is no coincidence that in the process, they have to stretch into areas they didn't know existed in order to make their dreams reality. The way we work with athletes to capture those wins is synonymous with how we work with customers in the fashion industry. They too are relying on us to devise creations no one can ever replicate that will make them the absolute best at what they do.