The Digest | New Jersey Magazine
Issue link: https://magazines.vuenj.com/i/1531110
A power couple in their own right, Mo was a successful CFO and COO for multi-billion dollar companies and with a background in fashion, Noor ran her own virtual interior design business. With two small children and multiple relocations due to Mo's job over the first ten years of their marriage, the Wadhwanis certainly had their schedules packed and their days full. Still, curiosity got the best of Mo when he spotted incredibly athletic-looking individuals milling about the Austin airport, all with "very similar logos on their backpacks and tattoos." Aer learning that the symbol was for the Ironman triathlon, which was being hosted in Austin that weekend, Mo immediately knew that "it looked very hard; I want in." As anyone familiar with Ironman understands, one does not simply decide that they "want in" on the extremely challenging and physically grueling competition; there are hours and hours of training to be done. Which is just what Mo did, to the outcries of family and friends who were convinced the already busy business and family man had lost his mind. "One morning at 4am as I'm getting ready to train for 8 hours, this concept of 'freak' was circulating around my head, as if I'm doing something wrong," Mo shared. Being called a "freak" by friends and family was leading Mo to question, "what's wrong with me? Why am I not in bed right now?" at is, until the "moment of divine intervention hit." While such a term usually holds a negative connotation, it started the wheels turning in Mo's mind. "Wait a minute; I'm healthier and better with this level of commitment and discipline in my life," he ruminated. "If that's what it means to be a freak, then heck yea." At that moment, the idea for Athletifreak was born. "I went and woke Noor up at 4am and told her we were going to start a brand that celebrates this freakish passion for movement and health," recalled Mo. With her support and fashion know-how, Mo and Noor were able to combine their talents and bring to life the burgeoning brand that has changed the trajectory of their own lifepaths. VUENJ.COM 87