SHOW UP.
Two words that mean everything - when the alarm goes off at 4am, when the wheels fall off, when life gets heavy and the road is the only thing that makes sense.
That's the motto. That's who we are.
About Us
Meagan Rioux has been a mover her whole life.
Eighteen years as a dancer. Then running. Then ultras. Movement has been the constant through every version of herself, through every hard season. It has been, in the truest sense, what's kept her going.
UP came out of that knowing.
In 2023, Meagan started the brand not from a business plan, but from a belief - that movement changes people, and that more people deserved access to it. To the community that forms around hard effort. To the version of yourself you only meet when you're tired and still going.
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We're an endurance brand out of Cape Town. Apparel, events, community, and products built for people who do hard things consistently. Run clubs. A Backyard Ultra. Training programs. Electrolytes. Everything designed around one idea:
Endurance isn't a sport. It's how you operate.
