In my opinion, you have to have a great shop window and what better way than at the very cutting edge of the sport, the World Championship. Adam has proved just how good the TRS is and remains the only rider in recent times who has pushed and on the odd occasion beaten, Toni Bou. As a brand ambassador, you can get no one better than Adam. He is good with the public and a role model for any young rider, so professional in all he does. I decided at the start of the project to establish the brand another way too, and that was with Ross Danby. Ross has been excellent in all areas. He has competed where we as a company want to be selling motorcycles. The British Championship is another shop window, but I am a big believer in grass roots with trials. Ross has not just ridden in the championship events but good centre ones as well. It’s so important to have riders sat in queues waiting to attempt hazards talking to their friends and spreading the word.