#1 - hey.

Sport

As a kid, everything revolved around football. Training, matches, the thrill of the weekend. After the game, hanging out in the clubhouse with a bag of candy or fries with mayo. My dad often filmed the matches, and together with friends we’d rewatch the footage. Those were great Saturdays, full of joy and connection.

In my mid-twenties I swapped football for the road bike and started running more often. I enjoyed the freedom: no weekend obligations, just working out whenever it suited me. In my mid-thirties CrossFit came into the picture, and more recently Hyrox.

For me, sport is more than movement. It keeps me healthy and fit, gives me confidence and structure. It challenges me, brings competition, and keeps my mind sharp. Just as important: it connects and simply brings joy.

Work

For the past fifteen years I worked in salaried positions at various companies: agencies, publishers, and brands. Always in marketing, always with a digital focus. Building brands, running campaigns, sharpening strategies. Valuable, but also clear: one day I wanted to create something entirely my own.

Values

What drives me? Autonomy, freedom, and challenge. Making my own choices. Staying curious. And working on something that truly aligns with who I am and what I want.

Fract

Those three lines: sport, work experience, and personal values, come together in Fract.

The identity is built on four pillars:

1. Curious: always moving, innovative, open to feedback

2. Clear: transparent and free of noise

3. Committed: dedicated and determined

4. Connected: with people, with effort, with meaning

We’re here for everyone. For those who simply show up. In training and beyond. Not to shine, but to build. For the ones who are there when it matters.

We create apparel built for effort and recovery.. made to last. Designed for CrossFit, Hyrox, Cardio, and the moments in between.

To round it off

There’s still a lot to build, but the foundation is set. That’s where it starts. Thanks for reading, and stay tuned as the journey unfolds.

See you soon,

Martijn