Our belief.

Our commitment.

Why we exist.

The things we value most.

For us to serve our customers and add genuine value to people’s lives, we choose to live by four key principles; happy, healthy, strong & free.

Happy

Happy is the ultimate outcome every customer should feel after coming in contact with this brand.

This is both short term through our service experience or longer term through the way our products enhance their independence. This is also about the defining traits that create happiness; dignity, integrity, respect, honesty and trust. It’s also about our own happiness – at work and through our purpose. Our passion, teamwork, support for each other, drive to find better ways, and desire to do things with a sense of urgency will mean this place is a happy place to work.

Healthy

We are a health and wellbeing brand, dedicated to creating health through independence. 

Feeling healthy is both physical and mental as people seek to live in ways of their choosing. Everything we do must contribute to improving the health of those we come into contact with. Healthy and healthier are the measures we must live by.

Strong

We must display a strength of purpose, character and advice to ensure those we serve optimise their own sense of strength and independence in their lives. 

It also refers to the management and strength of our brand, as all we do must be done with professional excellence and best practice. A strong brand knows itself and is financially sound. It provides a place for its people to feel safety and belonging. Strong is also continuous improvement, accountability, do or do not –not merely try.

Free

The ultimate aim of our brand is independence and freedom for people to live every day – on their own terms and in their own right.

This is our brand essence. Without freedom, life lacks meaning and passion. We can never take this simple notion for granted and we should always encourage our people and our customers to appreciate and seek their version of freedom.