2442“So when we were children we belonged to this swim club and each morning my mother would go to the swim club at nine, 10 in the morning, just as it was opening,” explains Jeff in his audio clip.

”She would put towels across several of the lounging chairs and this happened even when the family had no intention of getting to the swim club until later in the afternoon.

”We realised this was because getting the chairs that you wanted was crucial to the swim club experience. It was about being near the people you wanted to be near, and having access to things. That’s how this became one of our family’s great mottos.”

Taken in Philadelphia, USA during the SOTM World Tour.