The day began with a portrait and a caption. “This day for some is just the 5th of August. For this thing of ours it is the birth date of our El Capitano.” His “drive, motivation, leadership & loyalty for this brand, his family and the inner circle is undeniable,” the post went on, and it closed with a toast wherever you were that evening.

By the afternoon there was a plan. All of that night’s profits would go to a good cause, and the brand asked its followers who it should get behind.

Four days later the figure went up in white on black: $107,567.50. “A huge collective effort from us all,” GEEDUP wrote, thanking everyone who had got involved. The money would be split into thirds for three charities and not-for-profit organisations, and from 12 September they were announced one each Monday.

The first was Amend Movement. “Mental health being a subject we hold close to our hearts and believe mens mental health is important and sometimes overlooked,” the announcement read. Amend is a well-being movement that runs workshops and online programs to build self-awareness, helping people heal and step into their full potential.

GEEDUP’s share funded free workshops in three cities. At the end of September the team sat down with Amend on the Gold Coast to plan them: “3 workshops, 3 cities, Perth, Auckland, Sydney, all free.”

The second, announced on 19 September, was Confit Pathways. Its mentors have lived prison experience; they use prison-style training to reach young people in custody, then steer them towards work and education and stay with them once they are released. GEEDUP’s donation was to let Confit run its programs in five New South Wales youth justice centres, Cobham, Frank Baxter, Reiby, Riverina and Orana, and help 100 young people towards a second chance. Confit’s own line was the one GEEDUP repeated: “train to be free inside and train to be free on the outside.”

At the end of October the Confit team came to GEEDUP’s showroom. The post that followed said the partnership would let GEEDUP “speak and share our experiences to a better way of life”, and signed off: “Be the change.”

The third organisation was not named in the posts GEEDUP published. The Confit relationship kept growing. In March 2023 GEEDUP’s Black Out delivery was built around Confit, and on 6 September 2023 the keys to the Confit gym in Parramatta were handed over: “A safe space to create a social impact into society and our community.”