Born from a freakish passion for movement…
Circa 2015 - Austin, TX
4am on a summer morning, with 8 weeks to go for his first IRONMAN event, Mo was reflecting on being referred to as a ‘Freak’. For an Indian-American corporate leader with an average build and no prior endurance training, a 140.6 mile race [for fun] was considered absurd and impossible.
Thriving in the comfort of discomfort in pursuit of achieving a feat beyond his current capacity was considered ‘Freakish’. 6 years and thousands of miles stronger, he continues to ignite from the designation - and thus the energy behind Athletifreak.
Noor - the creative force fueling the brand, shares the same wicked drive albeit in a different arena. She is a multi-hyphenate design aficionado, a dynamic thinker and a successful entrepreneur. With an innate eye for detail and obsession for quality, she continuously challenges the status quo and strives for excellence.
Harnessing the power of diversity and born from that freakish passion for movement, Mo and wife, Noor - gave life to the vision of Athletifreak. Together they raise 2 Athletifreaks, are positivity junkies, and spiritual gangsters - always seizing the moment to Ignite, Unleash, and Inspire.
It’s not a hobby - it’s a Mentality.
Mo + Noor Wadhwani