An inspiring and thought-provoking new book that explains the power of applying reverse-engineering to all areas of your life, from a cycling champion who has proven its success.

Dan Bigham is the captain of an amateur British track cycling team who rose from obscurity to beat professional, multi-million-pound teams at the highest level. Alongside hard work and dedication, Dan credits his success to one thing: reverse-engineering the result.

In Start at the End, Dan uses his own story as well as wider examples and case studies from the worlds of business, personal development and other sports to demonstrate how this approach can help you succeed in any walk of life. Following each stage of the process, from setting goals and assessing your tools to developing the plan and delivering optimum performance, this book will fully explain how to set out and enact the system.

A revolutionary new look at a powerful age-old wisdom, Start at the End is a fascinating exploration of how we can achieve success and proof that no goal is impossible.

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'Start at the End isn't just a great story, but a really nice reminder of how to approach performance forensically, intelligently and purposefully - and that these lessons don't just belong in cycling but in all areas of high performance' Dr Josie Perry

'Phenomenal ... Absolutely fascinating ... Incredible stuff, really clever' Stephen Dixon, Sky News

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