The FĀLE Origin Story
The problem was personal. The solution became universal.
The Problem Was Personal
Three years ago, Shane and Will were that pair you'd find in every major city—the guys who knew where to train, where to recover, where to eat clean.
Not because they were locals, but because they'd learned the hard way that maintaining peak performance while traveling meant hours of research, dead-end recommendations, and settling for "good enough."
They were digital nomads before it had a name, constantly moving between London, Dublin, New York.
Every city meant starting over: Which gym actually has proper equipment? Which recovery centre isn't a tourist trap? Where can you get a real meal at 6 AM before training?
The Reality
The apps lied. Instagram was ads. Google was a lottery. They were spending more time hunting for gyms than actually training.
The Moment Everything Changed
UFC London, March 2025.
Carlos Ulberg had just landed from New Zealand with one mission: defend his ranking against a former champion in Jan Blachowicz at London's 02.
Fourteen days out from the biggest fight of his career. A world-class athlete was about to step into the spotlight, yet the basics; where to train, where to recover, were still uncertain.
Will saw the gap immediately. His former rugby mate was headlining UFC, and instead of worrying about logistics, he should've been locked in on performance.
That's when Will stepped in: "If you need a gym, recovery tools, space for your team—I've got you."
"That simple moment of solving a problem became the spark for fāle: a home base for athletes, founders, and high performers—so they never lose rhythm when it matters most."
The Realization
Walking out of that arena, Will called Shane: "We've been thinking about this wrong. The problem isn't finding good gyms. The problem is that high-performers shouldn't have to think about it at all."
Elite athletes train 4-6 hours daily. CEOs have 15-minute decision windows.
Founders are optimizing everything except the systems that keep them sharp.
They don't need more options—they need certainty. They don't need access—they need home.
The Insight
That afternoon, Will curated Carlos's entire fight week: a private gym with Olympic lifting platforms, a hot/cold contrast, a sports massage therapist who's in the corner of Chris Eubank and other elite combat fighters.
Why FĀLE
Wills grandmother raised him with a simple Samoan principle: "O le fāle e lelei ai tagata", "A good house makes good people."
In Samoan culture, your fāle isn't just shelter. It's where you belong.
Where you're understood. Where everything you need to thrive is already there, waiting.
That's what we're building.
"Not another booking app. Not a marketplace. A system where high-performers land in any city and immediately have their fāle—their place of belonging."
Where their routine isn't disrupted, their standards aren't compromised, and their focus stays exactly where it should be: on excellence.
The Vision
Carlos won his fight, but that was just the beginning. Since then, we've quietly curated experiences for startup founders preparing for board meetings, executives traveling between London and New York, athletes competing globally.
Every time, the same result: they stop thinking about logistics and start focusing on performance.
Today, when Carlos fights in any city, he doesn't post on Instagram.
The Result
He texts Will: "London next month—set me up."
Because he knows his fāle will be ready.
Join Our Story
That certainty, that belonging, that home-anywhere feeling—that's what we're scaling.