"It's not just going through the motions, it's about doing it to the best of your ability."
And with that, James Cracknell kicked off innocent inspires, a series of inspirational evenings tailor-made by innocent.
It is a motto that Cracknell has lived and very nearly died by in a mercurial career that has seen him win two Olympic gold medals and six world titles before going on to become an adventurer and television presenter.
It is also nearly three years since he suffered a serious brain injury after being hit by a petrol tanker while cycling during one of his adventures.
Such experience made Cracknell the ideal star speaker at the health leg of the innocent series, entitled 'how to live well and die old'.
He spread that message to a packed house at the Innocent Sports Hall by leaning on his own rowing career and the ensuing time in retirement, including rowing across the Atlantic with fellow adventurer Ben Fogle.
Cracknell was joined on stage during the course of the evening by fellow speakers Dr Pixie McKenna and Run Dem Crew, the latter which like to mix a passion for running with sharing ideas.
Dr McKenna, meanwhile, has been practising medicine for over 13 years and made light of people who claim they are too busy to run.
She said: "You know Barack Obama goes jogging. If you're busier than Barack Obama I take my hat off to you. Otherwise, get up off your arses."