1 00:00:03,430 --> 00:00:05,980 Sean Aylmer: Welcome to the Fear and Greed daily interview. I'm Sean 2 00:00:06,070 --> 00:00:09,299 Sean Aylmer: Aylmer. We've spoken to a lot of founders and innovators 3 00:00:09,350 --> 00:00:11,440 Sean Aylmer: this year who are doing things a bit differently and 4 00:00:11,440 --> 00:00:15,410 Sean Aylmer: hoping to disrupt their industries. But taking on global giants 5 00:00:15,410 --> 00:00:20,760 Sean Aylmer: like Nike and Adidas in the 170 billion dollar sportswear industry sounds 6 00:00:20,760 --> 00:00:25,090 Sean Aylmer: like a pretty significant challenge. No Timid Souls is an 7 00:00:25,090 --> 00:00:29,300 Sean Aylmer: Australian premium sportswear brand aiming to set itself apart through 8 00:00:29,300 --> 00:00:31,710 Sean Aylmer: the technology that goes into its product, and through the 9 00:00:31,710 --> 00:00:35,080 Sean Aylmer: support it provides to athletes. Kevin Roberts is a former 10 00:00:35,080 --> 00:00:38,350 Sean Aylmer: senior executive at Adidas and the former CEO of Cricket 11 00:00:38,350 --> 00:00:41,330 Sean Aylmer: Australia. He's now the co- founder of No Timid Souls. 12 00:00:41,330 --> 00:00:42,540 Sean Aylmer: Kevin, welcome to Fear and Greed. 13 00:00:43,040 --> 00:00:44,020 Kevin Roberts: Thanks for having me, Sean. 14 00:00:44,680 --> 00:00:47,180 Sean Aylmer: You work in a very senior role at Adidas, one of the biggest 15 00:00:47,180 --> 00:00:49,590 Sean Aylmer: sportswear companies in the world, you're also CEO of the 16 00:00:49,590 --> 00:00:54,600 Sean Aylmer: premium brand 2XU, so you know how competitive the industry 17 00:00:54,600 --> 00:00:57,620 Sean Aylmer: is. Why oh why are you jumping into it with 18 00:00:57,620 --> 00:00:58,530 Sean Aylmer: No Timid Souls? 19 00:00:58,910 --> 00:01:01,590 Kevin Roberts: I guess it comes off the back of a lifelong 20 00:01:01,590 --> 00:01:05,480 Kevin Roberts: passion for this on my part. And my co- founder, 21 00:01:05,480 --> 00:01:09,789 Kevin Roberts: Tim Jackson, who's a former Olympic athlete and an exercise 22 00:01:09,790 --> 00:01:13,789 Kevin Roberts: scientist by background. So, we came together earlier this year, 23 00:01:13,790 --> 00:01:18,450 Kevin Roberts: Sean, and looked at the market and we thought there is 24 00:01:18,510 --> 00:01:21,429 Kevin Roberts: space there for a brand like this. The big guys, 25 00:01:21,430 --> 00:01:23,720 Kevin Roberts: by definition, are trying to get bigger. So they're not 26 00:01:23,720 --> 00:01:26,940 Kevin Roberts: playing so much in the premium segments. A lot of 27 00:01:26,940 --> 00:01:31,160 Kevin Roberts: newer entrants are playing in what you might call athleisure 28 00:01:31,209 --> 00:01:35,530 Kevin Roberts: or more active active wear is not a performance product. It's 29 00:01:35,610 --> 00:01:39,690 Kevin Roberts: a more everyday active wear product. And there's space there 30 00:01:39,690 --> 00:01:43,809 Kevin Roberts: for a premium technical brand in what we know are 31 00:01:43,810 --> 00:01:47,870 Kevin Roberts: the two biggest segments in the market, running and workout 32 00:01:47,920 --> 00:01:52,370 Kevin Roberts: or gym, worth close to a hundred billion dollars of 33 00:01:52,370 --> 00:01:55,850 Kevin Roberts: the entire market globally. And it's a much less crowded 34 00:01:55,850 --> 00:01:58,740 Kevin Roberts: space and it's the space that we've got the greatest 35 00:01:58,740 --> 00:02:00,760 Kevin Roberts: expertise in and the greatest passion for. 36 00:02:01,120 --> 00:02:04,660 Sean Aylmer: Okay so Kevin, as I get older, I've always been 37 00:02:04,660 --> 00:02:07,880 Sean Aylmer: a runner and my shoes have gone from whatever I 38 00:02:07,880 --> 00:02:10,019 Sean Aylmer: happen to have at the time to now, I always 39 00:02:10,020 --> 00:02:12,579 Sean Aylmer: buy shoes that suit me and I make a lot 40 00:02:12,580 --> 00:02:15,040 Sean Aylmer: of effort to make sure those shoes do suit me. 41 00:02:15,440 --> 00:02:17,739 Sean Aylmer: I'm sort of moving into that space in terms of 42 00:02:17,740 --> 00:02:21,470 Sean Aylmer: clothing as well. Cause I'm quite suddenly particular and maybe 43 00:02:21,470 --> 00:02:22,970 Sean Aylmer: it is as you get older, you get more money 44 00:02:22,970 --> 00:02:24,900 Sean Aylmer: and all that sort of thing. Where I'm getting to 45 00:02:24,919 --> 00:02:28,770 Sean Aylmer: here is, is this targeting sportspeople or is it targeting people 46 00:02:28,770 --> 00:02:32,169 Sean Aylmer: like me who are short of time, it matters to 47 00:02:32,169 --> 00:02:34,950 Sean Aylmer: me how I feel when I'm doing exercise. 48 00:02:35,480 --> 00:02:39,040 Kevin Roberts: It's targeting anyone who runs or works out and really 49 00:02:39,040 --> 00:02:41,880 Kevin Roberts: wants to get better. So they're serious about their kit. 50 00:02:42,410 --> 00:02:45,220 Kevin Roberts: And being a premium brand, it's at the upper end 51 00:02:45,220 --> 00:02:47,639 Kevin Roberts: of price points. So there's a certain level of income 52 00:02:47,639 --> 00:02:50,520 Kevin Roberts: required to play in that space, but we're seeing a 53 00:02:50,520 --> 00:02:54,760 Kevin Roberts: lot more discerning consumption. Now, whether it's from an environmental 54 00:02:54,810 --> 00:02:59,410 Kevin Roberts: perspective and sustainability or whether it's people really unleashing their 55 00:02:59,410 --> 00:03:02,470 Kevin Roberts: passions for products that genuinely work better for them. 56 00:03:03,010 --> 00:03:07,169 Sean Aylmer: Okay. So Nike, Adidas, those sorts of organizations spend a fortune 57 00:03:07,169 --> 00:03:11,040 Sean Aylmer: on product research and development. What makes your products different? 58 00:03:11,550 --> 00:03:13,970 Kevin Roberts: They do spend a lot, but the big difference is 59 00:03:13,970 --> 00:03:17,680 Kevin Roberts: that they're playing in those mid- price points. So for 60 00:03:17,680 --> 00:03:20,639 Kevin Roberts: the big brands it's all about volume, it's not about 61 00:03:20,639 --> 00:03:23,090 Kevin Roberts: the most premium product in the world. It's about the 62 00:03:23,090 --> 00:03:27,739 Kevin Roberts: biggest volume and we're obsessed about creating the best technical 63 00:03:27,740 --> 00:03:30,660 Kevin Roberts: products in the world. So we've put a whole lot 64 00:03:30,660 --> 00:03:34,600 Kevin Roberts: into R and D, particularly in our materials. And we've 65 00:03:34,600 --> 00:03:37,780 Kevin Roberts: got a three- phase product development process. So rather than 66 00:03:37,780 --> 00:03:40,700 Kevin Roberts: starting with the design of a product, which is where 67 00:03:40,700 --> 00:03:43,270 Kevin Roberts: a lot of brands start, we actually start with the 68 00:03:43,270 --> 00:03:47,760 Kevin Roberts: sports science and Tim's background and exercise science, ensuring that 69 00:03:47,760 --> 00:03:51,570 Kevin Roberts: we're understanding the biomechanics of the body, the physiology of 70 00:03:51,570 --> 00:03:54,830 Kevin Roberts: the body, and ensuring that our products and the materials they're made 71 00:03:55,390 --> 00:03:59,700 Kevin Roberts: of can meet those needs. So 75% of our apparel 72 00:03:59,700 --> 00:04:03,800 Kevin Roberts: is going to use unique materials because we assessed what 73 00:04:03,800 --> 00:04:06,950 Kevin Roberts: was readily available on the market from fabric mills around 74 00:04:06,950 --> 00:04:09,730 Kevin Roberts: the world, and it didn't meet our standards, which are 75 00:04:09,730 --> 00:04:12,670 Kevin Roberts: pretty exacting. And, and if you're out to create the best 76 00:04:12,670 --> 00:04:15,610 Kevin Roberts: in the world, you need the best materials. So, that's what we've done. 77 00:04:15,900 --> 00:04:18,110 Sean Aylmer: Okay. It's funny. It sounds a little bit like many 78 00:04:18,110 --> 00:04:21,050 Sean Aylmer: years ago, I interviewed the founder of Lorna Jane, Lorna 79 00:04:21,050 --> 00:04:24,270 Sean Aylmer: Jane. Now they have gone mid- market since then, but 80 00:04:24,360 --> 00:04:26,460 Sean Aylmer: it's a very similar story, but they're in the active 81 00:04:26,460 --> 00:04:29,770 Sean Aylmer: wear obviously. And initially their price point was very high 82 00:04:29,770 --> 00:04:33,210 Sean Aylmer: because she was really worried about how women felt when 83 00:04:33,210 --> 00:04:34,940 Sean Aylmer: they were doing exercise. And it's kind of a bit 84 00:04:34,940 --> 00:04:35,410 Sean Aylmer: the same. 85 00:04:35,790 --> 00:04:38,040 Kevin Roberts: To some degree, it is. I guess we're much more 86 00:04:38,040 --> 00:04:42,220 Kevin Roberts: focused on running as an activity and working out, whereas 87 00:04:42,220 --> 00:04:45,150 Kevin Roberts: a brand like Lorna Jane, who've done a great job, 88 00:04:45,520 --> 00:04:48,610 Kevin Roberts: is one of those brands that's very comfortable for everyday 89 00:04:48,620 --> 00:04:51,430 Kevin Roberts: use and all of those brands have their place, but 90 00:04:51,430 --> 00:04:53,409 Kevin Roberts: they're in a slightly different segment to us. 91 00:04:53,620 --> 00:04:55,140 Sean Aylmer: Stay with me, Kevin. And we'll be back in a 92 00:04:55,140 --> 00:05:02,930 Sean Aylmer: minute. I'm talking to Kevin Roberts, co- founder of No 93 00:05:02,930 --> 00:05:06,620 Sean Aylmer: Timid Souls. Are you working with athletes on No Timid 94 00:05:06,620 --> 00:05:08,820 Sean Aylmer: Souls to make sure you get, because science is one 95 00:05:08,820 --> 00:05:11,250 Sean Aylmer: point, but you know, the practice of it obviously is something different. 96 00:05:11,520 --> 00:05:12,820 Sean Aylmer: Are you working with athletes? 97 00:05:13,160 --> 00:05:15,890 Kevin Roberts: We are. So we've got a good network of athletes 98 00:05:15,890 --> 00:05:18,869 Kevin Roberts: given our backgrounds. We've actually got a unique model rather 99 00:05:18,870 --> 00:05:23,330 Kevin Roberts: than the traditional sponsorship model. So in addition to working 100 00:05:23,330 --> 00:05:27,040 Kevin Roberts: with athletes on product testing and product fitting and all 101 00:05:27,040 --> 00:05:30,210 Kevin Roberts: of those really important things, we've actually got a program 102 00:05:30,210 --> 00:05:33,210 Kevin Roberts: that gives back to athletes called Raise the Bar. So 103 00:05:33,210 --> 00:05:37,549 Kevin Roberts: we know that a lot of athletes aren't earning significant 104 00:05:37,550 --> 00:05:41,900 Kevin Roberts: amounts of income and our brand and the digital platform 105 00:05:41,900 --> 00:05:44,460 Kevin Roberts: we operate on is actually going to give back to those athletes 106 00:05:44,460 --> 00:05:44,900 Kevin Roberts: as well. 107 00:05:45,190 --> 00:05:47,370 Sean Aylmer: Okay, it's a good point. Because I think the numbers 108 00:05:47,570 --> 00:05:50,990 Sean Aylmer: I've seen is that about half of top athletes make 109 00:05:50,990 --> 00:05:52,969 Sean Aylmer: less than $23, 000 a year? 110 00:05:53,279 --> 00:05:53,650 Kevin Roberts: Absolutely. 111 00:05:54,400 --> 00:05:57,140 Sean Aylmer: It's not very much for a nation that really puts 112 00:05:57,380 --> 00:05:59,680 Sean Aylmer: a lot of our self worth, the nation's self worth 113 00:05:59,770 --> 00:06:00,440 Sean Aylmer: into sport. 114 00:06:00,940 --> 00:06:05,529 Kevin Roberts: It's not, is it? And obviously athletes in the bigger professional sports 115 00:06:05,529 --> 00:06:09,190 Kevin Roberts: among the football codes and cricket, as an example, are 116 00:06:09,210 --> 00:06:11,510 Kevin Roberts: very well looked after as they should be. But then 117 00:06:11,510 --> 00:06:15,089 Kevin Roberts: those athletes who are inspiring us every couple of years 118 00:06:15,089 --> 00:06:18,719 Kevin Roberts: at the Olympics, the Commonwealth Games, those events where Tim, 119 00:06:18,720 --> 00:06:22,670 Kevin Roberts: my partner, used to participate himself and compete himself. As 120 00:06:22,670 --> 00:06:26,070 Kevin Roberts: you say, half of those athletes who compete at national 121 00:06:26,070 --> 00:06:30,070 Kevin Roberts: and international level earn less than $ 23,000 a year. So 122 00:06:30,070 --> 00:06:33,909 Kevin Roberts: we're creating an opportunity for everyone who buys one of 123 00:06:33,910 --> 00:06:39,419 Kevin Roberts: our products online to make a financial contribution to an 124 00:06:39,420 --> 00:06:44,580 Kevin Roberts: athlete of their choice on our crowdsourced support platform. We'll 125 00:06:44,580 --> 00:06:48,170 Kevin Roberts: also contribute directly to those athletes. So we'll have a 126 00:06:48,170 --> 00:06:52,500 Kevin Roberts: specific product line called Raise the Bar and anyone who 127 00:06:52,500 --> 00:06:55,480 Kevin Roberts: buys those products will be contributing a percentage of the 128 00:06:55,480 --> 00:06:59,290 Kevin Roberts: revenue to the athletes on the platform, but also providing 129 00:06:59,600 --> 00:07:03,050 Kevin Roberts: connection to a big network of people who will provide 130 00:07:03,350 --> 00:07:08,800 Kevin Roberts: mentoring, training facilities and other things beyond financial support that 131 00:07:08,800 --> 00:07:12,010 Kevin Roberts: are so important to athletes. And we're really fortunate to 132 00:07:12,010 --> 00:07:16,870 Kevin Roberts: have Drew Ginn, the former awesome foursome rower, and Tams 133 00:07:16,870 --> 00:07:20,190 Kevin Roberts: and Manou who of course was Tams and Lewis as 134 00:07:20,190 --> 00:07:25,130 Kevin Roberts: the champions of this platform, helping ensure that we attract 135 00:07:25,130 --> 00:07:27,830 Kevin Roberts: the right athletes to the platform, the right supporters to 136 00:07:27,830 --> 00:07:30,540 Kevin Roberts: the platform. And they're really passionate about it, given their 137 00:07:30,540 --> 00:07:32,900 Kevin Roberts: journeys as world- class athletes as well. 138 00:07:33,330 --> 00:07:35,900 Sean Aylmer: So when does everything go on sale? When can people 139 00:07:35,900 --> 00:07:38,680 Sean Aylmer: start looking for No Timid Soul's products? 140 00:07:38,950 --> 00:07:40,970 Kevin Roberts: So we'll have our product in the market in the 141 00:07:40,970 --> 00:07:44,730 Kevin Roberts: second quarter of next year, Sean. So as we alluded 142 00:07:44,730 --> 00:07:48,200 Kevin Roberts: to upfront, it's a really deep and long R and 143 00:07:48,200 --> 00:07:52,120 Kevin Roberts: D process starting with sports science, then moving to material 144 00:07:52,120 --> 00:07:56,280 Kevin Roberts: science and then into design. So we're in the prototyping 145 00:07:56,280 --> 00:08:00,460 Kevin Roberts: phase at the moment, we've got five rounds of prototypes 146 00:08:00,840 --> 00:08:02,910 Kevin Roberts: in all of our products just to make sure we 147 00:08:02,910 --> 00:08:06,470 Kevin Roberts: get them absolutely right. And come the second quarter of 148 00:08:06,480 --> 00:08:09,210 Kevin Roberts: next year, they'll be in the market. We have experienced 149 00:08:09,210 --> 00:08:12,490 Kevin Roberts: some very minor delays as a result of what we 150 00:08:12,490 --> 00:08:15,250 Kevin Roberts: see in global supply chains. But we've been really lucky 151 00:08:15,620 --> 00:08:18,280 Kevin Roberts: that we've been able to progress this process and to 152 00:08:18,280 --> 00:08:20,560 Kevin Roberts: see product in the market in the second quarter of 153 00:08:20,560 --> 00:08:23,690 Kevin Roberts: next year in Australia. And then slightly later than that in 154 00:08:23,690 --> 00:08:24,410 Kevin Roberts: the US. 155 00:08:24,710 --> 00:08:28,300 Sean Aylmer: And what's the marketing strategy, have you solved that one yet? 156 00:08:28,780 --> 00:08:31,700 Kevin Roberts: So that's something that we've partly solved and will continue 157 00:08:31,700 --> 00:08:34,790 Kevin Roberts: to work on forever in a day, but certainly by 158 00:08:34,790 --> 00:08:38,740 Kevin Roberts: supporting athletes and giving back to the entire sports community, 159 00:08:39,200 --> 00:08:43,350 Kevin Roberts: we've also got a program whereby we'll sponsor sports clubs 160 00:08:43,350 --> 00:08:47,189 Kevin Roberts: and 7.5% of every purchase made by members of sports 161 00:08:47,190 --> 00:08:51,070 Kevin Roberts: clubs will go back to their communities in those clubs. 162 00:08:51,410 --> 00:08:53,900 Kevin Roberts: We don't touch the money. We don't charge a fee, 163 00:08:54,260 --> 00:08:56,949 Kevin Roberts: but that's a great way for us to give back 164 00:08:56,950 --> 00:09:00,579 Kevin Roberts: to the sports community, but also build our own community 165 00:09:00,580 --> 00:09:03,849 Kevin Roberts: of No Timid Souls. We'll be doing a lot in 166 00:09:03,850 --> 00:09:08,280 Kevin Roberts: social media , as you anticipate both paid and otherwise to 167 00:09:08,280 --> 00:09:11,809 Kevin Roberts: build our community and a lot around the athletes on 168 00:09:11,809 --> 00:09:16,530 Kevin Roberts: our platform, showcasing them to testing our product and so 169 00:09:16,530 --> 00:09:20,570 Kevin Roberts: on. And a lot of inspirational stories about athletes because 170 00:09:20,950 --> 00:09:24,400 Kevin Roberts: No Timid Souls is really an attitude, Sean. And it's 171 00:09:24,400 --> 00:09:28,620 Kevin Roberts: an attitude that we know resonates with people. We celebrate 172 00:09:28,860 --> 00:09:31,920 Kevin Roberts: the human endeavor, we celebrate anyone who's having a crack. 173 00:09:31,980 --> 00:09:36,050 Kevin Roberts: And that mindset is really resonating with the focus groups 174 00:09:36,050 --> 00:09:38,010 Kevin Roberts: and the other people that we've shared this with. So 175 00:09:38,610 --> 00:09:41,850 Kevin Roberts: we're confident in our ability to build that community on 176 00:09:41,850 --> 00:09:45,309 Kevin Roberts: the back of the brand attitude, the product itself, being 177 00:09:45,309 --> 00:09:49,290 Kevin Roberts: the best technical sportswear and then community building and giving 178 00:09:49,290 --> 00:09:50,700 Kevin Roberts: back to sport along the way. 179 00:09:51,000 --> 00:09:52,690 Sean Aylmer: Did you come up with the name? No Timid Souls? 180 00:09:52,690 --> 00:09:53,700 Sean Aylmer: I love the name. 181 00:09:54,160 --> 00:09:57,719 Kevin Roberts: Tim and I, we love the Theodore Roosevelt speech from 182 00:09:57,720 --> 00:10:01,100 Kevin Roberts: back in 1910, the man in the arena. And we were really 183 00:10:01,100 --> 00:10:03,790 Kevin Roberts: motivated by that. It means a whole lot to both 184 00:10:03,790 --> 00:10:06,910 Kevin Roberts: of us. And so that was what really brought us 185 00:10:06,910 --> 00:10:08,890 Kevin Roberts: together in the spirit of the brand. And it was 186 00:10:08,890 --> 00:10:12,400 Kevin Roberts: Tim's brilliance, not just in exercise science, but his brilliance 187 00:10:12,400 --> 00:10:15,410 Kevin Roberts: with words. And he said, "I think it might be No Timid 188 00:10:15,410 --> 00:10:18,620 Kevin Roberts: Souls" on a phone call. And I said, " yeah, that's it. 189 00:10:18,670 --> 00:10:19,220 Kevin Roberts: We're done." 190 00:10:19,350 --> 00:10:19,670 Sean Aylmer: Wow. 191 00:10:19,780 --> 00:10:22,059 Kevin Roberts: And we did obviously then test that with a bunch 192 00:10:22,059 --> 00:10:25,989 Kevin Roberts: of focus groups before trademarking it, but we've now trademarked 193 00:10:25,990 --> 00:10:29,770 Kevin Roberts: it in markets around the world that represent over 90% 194 00:10:30,160 --> 00:10:32,709 Kevin Roberts: of the global economy. And so we are really conscious of 195 00:10:32,710 --> 00:10:35,080 Kevin Roberts: having that intellectual property base. 196 00:10:35,110 --> 00:10:35,130 Sean Aylmer: Yeah. 197 00:10:35,470 --> 00:10:37,950 Kevin Roberts: Ready for global expansion when the time comes. 198 00:10:37,950 --> 00:10:40,569 Sean Aylmer: Now, Kevin, you were previously the chief executive of Cricket 199 00:10:40,570 --> 00:10:42,440 Sean Aylmer: Australia. Do you miss it at the moment, like when 200 00:10:42,440 --> 00:10:44,300 Sean Aylmer: the Ashes are here and things like that? 201 00:10:44,750 --> 00:10:47,339 Kevin Roberts: I guess I'm in the fortunate position to, like a 202 00:10:47,340 --> 00:10:49,510 Kevin Roberts: lot of people, to be able to watch the Ashes. 203 00:10:49,510 --> 00:10:51,559 Kevin Roberts: I don't miss that because I'm still part of it. 204 00:10:51,559 --> 00:10:51,900 Sean Aylmer: Yeah. 205 00:10:51,910 --> 00:10:56,660 Kevin Roberts: And our family are entrenched in community Cricket. So I 206 00:10:56,660 --> 00:10:59,410 Kevin Roberts: coached a couple of teams last season and I'm still 207 00:10:59,410 --> 00:11:03,490 Kevin Roberts: involved in the background this season. So, I'm involved in 208 00:11:03,490 --> 00:11:06,230 Kevin Roberts: all of the positive aspects of Cricket from the grassroots 209 00:11:06,770 --> 00:11:10,210 Kevin Roberts: to watching it, and like anyone who's spent a life 210 00:11:10,210 --> 00:11:13,550 Kevin Roberts: in sport, I've got lifelong friends from my playing days 211 00:11:13,550 --> 00:11:16,390 Kevin Roberts: and my days working in Cricket. So anyway, you've got 212 00:11:17,690 --> 00:11:19,920 Kevin Roberts: the easy job of being a fan, being a coach, 213 00:11:19,920 --> 00:11:22,900 Kevin Roberts: being a mentor and not having all the difficulties of 214 00:11:22,900 --> 00:11:25,849 Kevin Roberts: having to navigate through COVID like all of the sports 215 00:11:25,850 --> 00:11:26,540 Kevin Roberts: do at the moment. 216 00:11:26,870 --> 00:11:29,260 Sean Aylmer: You had your own navigational issues when you took over 217 00:11:29,260 --> 00:11:32,960 Sean Aylmer: Cricket Australia, because it was a very tough time post- sandpaper 218 00:11:32,960 --> 00:11:35,859 Sean Aylmer: gate just as a management. So, put the sporting part 219 00:11:35,860 --> 00:11:42,300 Sean Aylmer: aside, incredible management challenge to kind of keep an organization 220 00:11:42,370 --> 00:11:45,790 Sean Aylmer: going and momentum going when you have a crisis like that. 221 00:11:46,410 --> 00:11:49,920 Kevin Roberts: Absolutely. And a lot of people deserve so much credit 222 00:11:49,920 --> 00:11:53,429 Kevin Roberts: for that rebuild. And there hasn't been so much said 223 00:11:53,429 --> 00:11:57,630 Kevin Roberts: about that recently, given the key theme in elite sport and entertainment 224 00:11:58,230 --> 00:12:01,090 Kevin Roberts: at the moment is really navigating through COVID. But I 225 00:12:01,090 --> 00:12:04,569 Kevin Roberts: think in a situation like that, Sean, I come back 226 00:12:04,570 --> 00:12:08,360 Kevin Roberts: to the fundamentals. You need to make sure that you're 227 00:12:08,360 --> 00:12:10,530 Kevin Roberts: doing the right thing by your people and the right 228 00:12:10,530 --> 00:12:14,550 Kevin Roberts: thing by your customers. Are you building that engagement and 229 00:12:14,550 --> 00:12:18,630 Kevin Roberts: providing ever- improving experiences for your people? Because it's a 230 00:12:18,630 --> 00:12:21,780 Kevin Roberts: really tough gig for people working in an environment like that. 231 00:12:21,950 --> 00:12:22,190 Sean Aylmer: Yeah. 232 00:12:22,260 --> 00:12:25,189 Kevin Roberts: Where there're organizations being criticized and a lot of those 233 00:12:25,190 --> 00:12:30,900 Kevin Roberts: people are only doing great work. And then similarly, ensuring that you're 234 00:12:30,920 --> 00:12:34,550 Kevin Roberts: connecting with fans and regaining the respect and the love 235 00:12:34,550 --> 00:12:38,449 Kevin Roberts: of fans along the way who are the life blood 236 00:12:38,520 --> 00:12:41,740 Kevin Roberts: of professional sport. They're really the difference between it being 237 00:12:41,820 --> 00:12:43,230 Kevin Roberts: amateur and professional. 238 00:12:43,470 --> 00:12:43,560 Sean Aylmer: Yeah. Yep. 239 00:12:44,250 --> 00:12:48,929 Kevin Roberts: And in that Australian team environment, Justin Langer in particular, 240 00:12:48,929 --> 00:12:52,890 Kevin Roberts: who came in as coach with a mandate to evolve 241 00:12:52,890 --> 00:12:55,260 Kevin Roberts: and change that culture and win back the support of 242 00:12:55,260 --> 00:12:59,280 Kevin Roberts: fans, deserve so much credit along with everybody else who 243 00:12:59,309 --> 00:13:01,240 Kevin Roberts: did a lot of brilliant work along the way that 244 00:13:01,290 --> 00:13:02,200 Kevin Roberts: they can be proud of. 245 00:13:02,500 --> 00:13:04,849 Sean Aylmer: Yeah. Kevin, thank you for talking to Fear and Greed. 246 00:13:05,210 --> 00:13:06,730 Kevin Roberts: Pleasure, Sean. Thanks for having me. 247 00:13:07,059 --> 00:13:10,069 Sean Aylmer: That was Kevin Roberts, co- founder of No Timid Souls. 248 00:13:10,150 --> 00:13:12,350 Sean Aylmer: This is the Fear and Greed daily interview. Join me 249 00:13:12,350 --> 00:13:14,870 Sean Aylmer: every morning for the full Fear and Greed podcast with 250 00:13:14,870 --> 00:13:16,929 Sean Aylmer: all the business news you need to know. I'm Sean 251 00:13:16,929 --> 00:13:18,050 Sean Aylmer: Aylmer, enjoy your day.