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Author Archives: ade

cough, sniff, run

  • Posted by ade
  • 19 April 2011

My friend Chris is back from Canada. He is the one who got me back into running two years ago. Despite snot a cough and a fragile constitution it was time for the first run in 2 weeks.

He has been working out there for the winter and running ultra marathons and 100 miler. We went for a quick hour round the cliff path.

We left the road from Poppit sands and headed out around Cemaes Head on the Pembrokeshire coastal path. The ground is bone dry and dusty, and the heat over the last few weeks has bought out the 1000's of flying insects you see in the picture. I had to pull my merino over my mouth when we chatted to avoid swallowing air plankton.

We stopped just round the corner 150 meters above  a beach called Traeth Godir-Coch that you can only get to by boat. Over 50 seals were on the beach as it's mating season, and we would see at least 10 in the water. (the i-phone pic was too awful to use)

With the sun heading into the ocean we cut inland through the footpaths and lanes to complete the loop.

I got to ask him the burning question that has been nagging me since reading Born to Run. Can I run 100 miles in the next year. He told me about his highs and lows. Diet. Calorie in take. Kit, training and mindset.

It's mind set.

So I need to sit down with a pen and paper over Easter, work out the plan and book a place on a 100 miler.

If you are out here ever, run this place. The light and the tricks it plays on the eye are worth the odd fly in your eye.

dress up and ride

  • Posted by ade
  • 15 April 2011

if you are riding the dyfi enduro this year, as it's the 10th anniversary, you may want to embellish yourself in something more than lycra.

bad start to the day

  • Posted by ade
  • 13 April 2011



whilst overseeing the youngest make pancakes this morning, the school bus driver stopped to say we had a sheep on the road giving birth. I called Huw the farmer and he raced down, but the lamb never made it.

The story starts in London. Ruben and I were crossing Oxford Street when we were lept on by Darren. He recognised us from the blog and it turned out  he had been to howies to chat composites.

His company makes anything out of composites. From art work, to bits for architects to stuff for racing.

My shoes busted last week and a bit gutted (cause they still had miles left in them) I ordered more shoes.

When he saw my busted shoes on the blog he mailed and offered a kind repair.

I posted them Wednesday and Nigel applied a flexible bond and they arrived today with both soles fully rebonded to the uppers.

Perfectly good shoes will now carry on perfectly as hack shoes.

Thank you very much Darren and Nigel,  I am wearing them tonight.

it’s actually really true

  • Posted by ade
  • 8 April 2011

We are getting a new website.

We really signed on the dotted line.

The old one has been great. It never slept.  It won awards. It's only been offline for about 1 hour in 5 years. People still like it. It does what it should. Still does it 24/7.

Thanks for everything Matt&George.

But there are things it could do better and at times we know it bugs you and us and if it wasn't for how it connects to our back end technology here at HQ we would have upgraded ages ago.

We have been working on this massive IT project for the last 3 years, and the bugs drive us mad every day. We have travelled the country looking at software. We've been shown some amazing ideas.

And then it all fell into place last week.

We were dancing round the office until we realised that this is just the start line, and now the race begins.

So we are going to work hard and deliver it by August.

Hard work is the yeast that raises the dough

new talent needs your help

  • Posted by ade
  • 5 April 2011

Susie wrote is a great letter asking for your help.

She is working at Falmouth Uni on an idea for her degree for a womens range of bike wear.

she wrote;

On my blog there is an introduction to 'lycra not required'  saying what it is all aboutr.  From the readers of brainfood I would love for them to tell me what they think on the idea and the drawings so far. And then, as my ideas progressed, I will post up more designs etc. in detail (had some fabric samples through of sportswear materials etc. so will do some work putting them into visual bits n bobs) at which point it would be nice to have some more input via brainfood on what they/you all at howies thought. This will really help my project becomes something pretty solid because the course at falmouth is a lot about user centred design.  So I can  make something special we have to go and find the problem, get in contact with real people and companies to get feedback and opinions.

If you go here to her blog and have a look at what she has done and give her some feedback, it would help her create based on actual feedback.

make things people love

  • Posted by ade
  • 1 April 2011

We have two types of pen in the office.

The ones on the left that people guard with their life. The thing they choose write with every day. The pen of choice in every meeting. Kept in their draw, never on their desk. And never lent out.

The ones on the right always go missing through neglect. No one ever knows where. And we have to buy another box.

I estimate we use 1 loved pen to every 10 unloved pens.

What ever you buy, buy something that you love. If you love it you will care for it.

Make sure it is made well.  If you love it you won't want it to wear out.

Made to last the duration.  One day landfill will be landfull.

Made to do what it say is does, perfectly. Then you won't want to replace it.

Buy well, buy once.

wild garlic

  • Posted by ade
  • 25 March 2011

The wild garlic is just breaking through, and before it gets tough go pick some. You can make so much great stuff;

Wild garlic pesto

Sea bass stuffed with WG and steamed.

Mussels, white wine and WG.

While onion and WG soup.

Stick it in salade.

Wild garlic bread.

Nettle and WG soup.

Weathers going to be alfresco perfect this weekend.


  • Posted by ade
  • 24 March 2011


took the best bike out for a sunny lunch time spin.

the soles of both shoes came off.

the glue has died.

so did my lunch ride.

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