It all started 10 years ago when our founder, amateur adventure racer James Bell-Booth, was training for a race called the T42 in Tongariro National Park of New Zealand. While running, riding and cross-training...his earbuds kept falling out right when he was finding his zone.   His frustration of constantly re-fitting earbuds drove him insane and he decided to make an earbud that would never, ever move once he put it into his ears.  He came up with the idea of MagFit 360 Hold technology.  Development began at the kitchen table, ripping apart earbuds, adding magnets and wiring in ipods.  Test and repeat.  10 years, 3 generations of the MagFit technology, and Earshots now has the best earbuds for movement.