Tom Morley, of Scritti Politti and Instant Teamwork fame, invented Black Tie White Lie. One could say it was customer led, with Tom being the main customer. Unable to hack it any more, but missing those intimate sunrise searches for decent coffee, he invited a bunch of his most intelligent and irreverent friends to join him for some morning exercise.
Not jogging, not swimming, NOT yoga. Sometimes one craves filth and hipness above health and fitness.
The idea is going global now, but it all started in 2011 in London.