As Co-Founder and Creative Director/Producer, I positioned Courser as a high end, made in Italy brand using innovation and performance technology to enhance the luxury experience. There is a white space in the market. Performance brands have to de-spec their materials and processes in order to meet a mass consumer price point, whereas luxury brands, while using better materials and manufacturing, have no performance enhancing properties in their product. One performs well, but isn’t made to a higher standard. The other is beautifully made, but doesn’t perform. Imagine if a brand didn’t restrict itself in manufacturing costs and strove to creative functionally innovative products. That is Courser.