We are taking a flag, planting it firmly into the culture of the un-radical, and initiating the act of awesome aging. Our future is not reliving the past, wishing for better knees, smoother skin or younger eyes. The future is celebrating your uniqueness right now by tearing down the rear-view mirror and hitting the gas pedal. Your age is just a number, and science is proving that your attitudes and beliefs are what determine good health and quality of life. Setting coordinates requires turning the page on cultural perceptions, and recruiting like-minded travellers. We realize this defies the mass market, and that's why we’re asking people to be more of who they are today – and own it.

Welcome to the New Age.