Our Story

Born from struggle. Built on brotherhood.

Founder Ricky Briffa on a walk

How It All Began

Written by Ricky Briffa

I was lost in myself, taking drugs and drinking. Not carrying myself as the bloke I saw myself as. I lived my life on social media and not in the real world.

Seeing gym quotes and watching movie scenes I fantasised thinking 'Yeah, I'm like that!' while racking up lines and opening bottles of vodka. Shutting the real world out.

I reached out to Lee Stevens, at first he was a bit off with me, he'd heard it all before. He wouldn't even pick me up for the gym, I was walking some mornings at 03:30am to get there just before 05:00am.

Then I found myself going to the Mandem meet up with some Wolverhampton men that I knew. I did a cold water dip and I was hooked. I thought being from Telford I would just use the River Severn. Me and Rash would go and I said 'You know what, I'm getting in'. Then it just became a thing.

I liked the feeling of the cold water, it helped me forget things that were affecting me. I started to go down regularly on my own, sometimes at 04:30am. Others began to join me then Lee came and that opened the floodgates.

⚔️ In Memory of Ricky Briffa ⚔️

Without him, none of this happened.

Founder of Primal Instincts • Forever in our hearts