About Us

Dare To Be Great

“Your playing small does not serve the world. There is nothing enlightened about shrinking so that other people won’t feel insecure around you. It’s not just in some of us, it’s in everyone and as we let our own light shine, we unconsciously give other people permission to do the same. As we are liberated from our own fears, our presence automatically liberates others.”-Marianne Williamson

The pre and post game text messages, the Monday morning banter, and the visceral emotions you feel depending how much your team has disappointed or excited you. The agony, the ecstasy, the success, and the failure. In this day and age of prima donna superstars, corrupt organisations, systematic doping, and sky high ticket prices, we can sometimes lose sight of the basic reasons why we love the game we love; and the lessons we can learn from it. Whether it’s an athlete’s dedication to a purpose, their constant pursuit of excellence or the feeling of being part of something bigger than yourself, at it’s best, sport (any sport) is a reflection of the best part of us.
Here at SF, we believe that when you love something you have an obligation to do everything you can to make it the best it can be. That is our mission, and to that end we aim to celebrate, educate, and entertain in equal measure. In order to do this we have some guiding principles which we live by:

1) Elevate the Debate:

Real progress and lasting solutions to any problem don’t come with the same old level of thinking. The world is an infinitely better place when we engage our brains to their fullest.

“The problems of the world cannot possibly be solved by skeptics or cynics whose horizons are limited by the obvious realities. We need men (and women) who can dream of things that never were and ask “why not?” – JFK

2) Be Brave, Be Great:

When the game is on the line it’s the great players that make the shot, but it’s the brave ones who dare to take the shot in the first place.

3) Hard Work solves everything:

“Nothing in this world can take the place of persistence. Talent will not: nothing is more common than unsuccessful men with talent. Genius will not; unrewarded genius is almost a proverb. Education will not: the world is full of educated derelicts. Persistence and determination alone are omnipotent.” — Calvin Coolidge

4) Make tomorrow better than today:
No matter how good you are, tomorrow is another opportunity to be better.


5) It’s NOT about you:

The greatest athletes are always the ones who make the people around them better.

We’re just a bunch of guys and girls trying to be happy by doing what we love. We believe that more people should do the same. So as we let our own light shine, we CONSCIOUSLY hope to give other people the freedom to do the same.

Sport is our greatest love and No.1 passion, and we fundamentally believe that through the lessons we learn from it we can leave this world in a better state than which we came in to it. So whatever your game of choice, I’m sure you can relate.