Founder’s Journal #1
Represent 24/7
I’ve always been someone who writes down little notes after big events.
Nothing complicated, just a few thoughts about what happened that week, how I felt, what I learned and what’s next. Most of the time they’re only for me, but I’ve decided to start sharing them.
If nothing else, it’ll give people a genuine look behind the scenes of C11 Recovery, because social media only ever shows a small fraction of what’s really involved in building a business.
This week felt like the right place to start.
From LinkedIn HQ to the Forest
Tuesday saw us in LinkedIn HQ delivering a corporate wellness day, a professional environment with a completely different pace to what was coming later in the week.
By Wednesday evening, Tommy and I were loading the recovery van before boarding the early hours ferry on Thursday morning.
Our destination?
Manchester.
We’d been invited to support Represent 24/7, a brand I’ve admired for years.
Not just because of the clothing, but because of the culture George Heaton has built around Represent. As someone trying to grow C11 into something far bigger than simply supplying recovery equipment, I’ve taken plenty of inspiration from what they’ve created.
So when the opportunity came to work alongside them, it was one of those moments where you quietly stop and think:
“That’s pretty cool.”
From LinkedIn HQ to the Forest
People see the final photos and videos online and assume we turned up with a couple of ice baths.
The reality couldn’t have been further from that.
We were setting up in the middle of a forest.
No mains water.
No electricity.
Just a plan, a lot of preparation and plenty of problem-solving.
Working alongside some brilliant local suppliers, we organised a water bowser and silent generator before building what became an incredible recovery station alongside the Hyperice team.
The setup included two Avantopool Hanki cold plunges, Normatec compression boots, massage guns and a dedicated recovery space where athletes could reset before heading back out into the event.
It’s these behind the scenes details that nobody ever sees, but they’re often what makes an event successful.
The Small Details Matter
One of my favourite parts of the entire setup actually came from Chloe on our team.
She suggested creating a stencil featuring both the Represent 24/7 and C11 Recovery logos before spray-painting it onto the ground beside the cold plunges.
Such a simple idea.
But it looked incredible.
Exactly the type of branding I love.
Nothing over the top. Nothing forced.
Just subtle branding that naturally appeared in every photo and video taken throughout the event.
Fair play, Chloe, you absolutely nailed it.
Twelve Hours of Relentless Effort
Friday started early.
We were back on site before 6:00am.
Athletes began arriving shortly afterwards before George Heaton gathered everyone together ahead of the challenge.
Over the last few years I’ve been fortunate enough to work across rugby, football, golf, GAA and countless other sporting environments.
This felt different.
Watching people willingly push themselves to their absolute physical limits for twelve straight hours was genuinely inspiring.
There were no excuses.
No shortcuts.
No complaining.
Just people showing up, emptying the tank every single hour and refusing to quit.
Coming from a GAA background, it was something I hadn’t experienced before, and I genuinely loved every minute of it.
Trusting Good People
While everything was happening on-site, Tommy was doing what Tommy does best.
The older I get, and the more C11 continues to grow, the more I realise that building a business isn’t about trying to do everything yourself.
Sometimes the best thing you can do is trust good people and simply get out of their way.
I gave Tommy one instruction:
“Tell the story.”
He absolutely delivered.
Looking back, I honestly think he produced some of the strongest content we’ve ever created.
The Moment It Hit Me
While we were in Manchester, the rest of the business didn’t stop.
Sauna installations were taking place across Ireland and the UK.
Pools were being installed.
Another team was running an event in Cork.
Sales calls continued.
Operations kept moving.
Marketing campaigns were running.
Customer enquiries were being answered.
Everything carried on.
That was probably the biggest moment of the week for me.
A few years ago, if I travelled to Manchester, the business stopped.
Now it doesn’t.
The team keeps moving.
Problems get solved.
Customers are looked after.
The business continues without me needing to be involved in every decision.
That’s probably what I’m most proud of.
Not because of anything I’ve done on my own, but because of the people we’ve surrounded ourselves with.
Always Looking Ahead
By the time we’d packed everything away on Friday evening, grabbed something to eat and started the journey home, my focus had already shifted.
The next stop?
The All-Ireland Football Final.
One of my favourite days of the year.
Sometimes I wonder if I should spend more time appreciating moments like Represent before immediately moving onto the next challenge.
But maybe that’s simply how I’m wired.
A Goal Tick Off the List
Looking back now, working alongside a brand like Represent was one of the goals I set for C11 this year.
Not because I wanted another recognisable logo on our website.
Because I genuinely respect what they’ve built.
To be invited to play a small part in one of their flagship events meant a lot.
Hopefully it’s only the beginning.
Final Thoughts
One thing this week reminded me is that building a business isn’t about individual moments.
It’s about consistently putting good people around you, solving problems when nobody’s watching and continuing to raise the standard every time you show up.
The photos from Manchester will last forever.
The lessons from the week will probably last even longer.
Until the next one…
Ryan Casey
C11
C11 Recovery is Ireland’s fastest-growing sports recovery and wellness company, providing athletes, teams and businesses with premium recovery products and services