Daniel Bense spent nearly 12 years inside Aesop, helping build its commercial engine and cultural presence across Europe and the US, before leading British heritage brand Sunspel as Managing Director. In 2022 he stepped away to build something of his own. To My Ships launched in 2024 after two years of unusually rigorous product development, and what emerged is a personal care brand that treats a category most people never think twice about with the seriousness typically reserved for fine fragrance.

In this episode, Fred Moore talks to Daniel about what he saw missing in the deodorant category, why formulating without cost restraint produces a fundamentally different product, and how the Iliad became the unlikely foundation for a brand built on depth and substance. They also get into the tension between natural efficacy and performance claims, what 12 years at Aesop actually taught him, and why the most intimate products on your shelf might be the ones most worth reconsidering.

Long Lane is not a spa, a hotel or a members' club. It's a rethink of how hospitality can operate when health is the starting point.

Co-founder Loui Blake joins Fred Moore to unpack the model behind it. From designing environments that support both social and physical wellbeing, to building an audience in public before the doors have even opened.

They discuss the changing expectations of younger consumers, the limits of traditional wellness, and why the next wave of hospitality may look very different from what came before.

Bombardier started with a snowmobile. Today, it builds the world's fastest business jet.

In this episode, Ève Laurier, VP of Communications & Marketing at Bombardier, joins Fred Moore to unpack the company's transformation into a focused, pure-play business aviation brand—and the work required to reshape how it's understood.

Eve shares what it takes to rebrand an institution that an entire country feels emotionally attached to—from months of stakeholder listening before briefing a single agency, to presenting the new identity to the founding family. She challenges common perceptions of business aviation, explains why "esteemed brand" sits more comfortably than "luxury," and reflects on the moment a client takes delivery of an $85 million aircraft on the factory floor.

This is a conversation about engineering culture, brand transformation, and what it means to carry a national legacy forward.