When Healthy Eating Stops Being Healthy
Can eating too healthy become unhealthy? When clean eating turns into food anxiety, even the most disciplined athletes can end up doing more harm t...
Products Should Be Tested By People Who Can Break Them
A product can pass every laboratory test and still fail in an athlete's hands. Why the people who push equipment hardest are often the ones who mak...
Why We Pay To Be Uncomfortable
We built a world designed for comfort. So why are we paying to freeze, suffer, climb mountains and dive deeper? The psychology behind our strangest...
The Death Of The Amateur
When did enjoying something stop being enough? We've turned hobbies into competitions, careers and content. Maybe it's time to remember why we star...
When Your Hobby Becomes Your Identity
When freediving becomes part of who you are, what happens when you can’t dive? A look at identity, performance, injury and learning who you are bey...
Before The Supplement, There Was Food
Before protein came in tubs and vitamins came in capsules, they came from food. Have we forgotten what supplements were actually supposed to do?
Why We Keep Going Deeper
There’s nothing down there we need, so why do we keep going deeper? The psychology behind our need to explore limits, master the difficult and find...
Start With The Problem, Not The Product
Great products don’t start with technology. They start with people. See how real freediver needs shaped ICON and a different approach to performanc...
What Are We Actually Supposed To Do?
We know what’s happening to the planet. Governments know. Companies know. So why does so little actually change, and what can the rest of us realis...