About Us

As proud Mancunians, we take our name from the Latin from our cities coat of arms “Concilio Et Labore”, loosely translated to “by wisdom and effort”. Founded by Rob Brigham and Fred Royle, Wisdom and Effort is part of the group that also operates Ellis Brigham and Outsiders Store. We established our business in 2017 to address a niche in the market we call “Modern Outdoor”
Rob’s background is retail, it’s in his blood, his family have been Outdoor retailers for over 70 years. He is managing director of the family business that operates 20 bricks and mortar retail doors with facias that include Outsiders Store and The North Face partnership stores, and 3 leading websites.
Fred has a wealth of experience in brand building and managing sales and distribution networks across Europe. He was instrumental in developing the Outsiders brand and is primarily responsible for identifying new opportunities and manages the day to day running of Wisdom and Effort.