THE FOUNDERS · LEEDS ↔ MILAN
Two cities. Ten years. One shared way of living.
Born between Leeds and Milan. Built through ten years of travel, discipline and a shared belief in living fuller.
OUR STORY · LEEDS ↔ MILAN
PURE JOY didn’t begin in a boardroom.
It began somewhere between Leeds and Milan.
For more than ten years, we’ve built a life together while living in two different countries.
Jordan in Leeds. Giovanna in Milan.
Flights. Airports. Early starts. Late finishes. Demanding careers. Training. Family. Responsibility. The pressure of trying to build something together while constantly moving between two lives.
It hasn’t always been easy.
A SHARED BELIEF
You can’t control everything life throws at you. You can control how you prepare yourself to meet it.
CHAPTER 02 . REAL LIFE
More than just getting through the day.
We have always believed in looking after ourselves—training, moving, eating well, recovering and staying curious.
But real life doesn’t always cooperate. Work becomes relentless. Sleep suffers. Stress builds. Another flight. Another early start. Family needs you. Motivation disappears.
That is where functional mushrooms became part of our lives. Not as a miracle or a shortcut, but as another piece of the foundation—a simple daily ritual that fitted into the lives we were already living.
CHAPTER 03 · THE EXTRA 1%
The extra 1%.
Over time, functional mushrooms became something we both kept returning to.
Morning coffee before training. A daily blend before a demanding day. A quieter evening ritual when it was time to slow down.
They became part of the routines that helped us feel more prepared for the day ahead.
We still had to do the work. Get on the plane. Train when motivation disappeared. Turn up for our jobs. Support our families. Keep building a relationship across two countries.
But mushrooms became one of the rituals we chose to keep.
Not a miracle. Not a shortcut. The extra 1%.
CHAPTER 04 · DISCOVERY
We went looking for a better way.
Curiosity quickly became questions.
Why did two mushroom products that looked almost identical contain such different ingredients? Which species was being used? Was it fruiting body or mycelium? How had it been extracted? How much was in each serving? Had the finished product been independently tested?
The deeper we went, the clearer something became: quality should be understandable.
If we were going to put our name on something, we wanted to understand exactly what was inside it.