Six simple words on the right sleeve of Brendan Helsham's triathlon suit will provide the motivation for the father of three at Ironman Australia Port Macquarie on May 5.
The tribute reads "much loved, truly missed, never forgotten".
Helsham will compete in his fourth event in the Hastings - one that will forever hold a special place in his heart.
It will be the first race since brother-in-law Wayne Jackson was tragically killed while out on a routine ride on June 14 last year.
"This year was meant to be his fifth Ironman," Helsham said.
"He supported me well through last year's event so I was coming up this year to spur him on to hopefully knock his fifth one over and set his best time.
"That's not to be, so there are a handful of us who were mates with Wayne and we decided to race with him in mind."
In 2015, Helsham competed in his first Ironman alongside Jackson so it seemed fitting the first one since his death would be at the same location.
But he had been bitten by the bug 12 months before that.
"In 2014 when I watched and got hooked, Wayne and I volunteered in T1 helping the guys get out of wetsuits and into their riding gear," he said.
"I bored him sh*tless with a million questions, but he said during the race you get to some very dark places doubting yourself and you've got to keep pushing through it.
"I did it in 15 with Wayne and then I thought that'd do me, I'd go back and play golf again; I thought it sounded a bit silly spending all day just punishing yourself."
While Helsham continued to return in the years that followed, this year will be the most special.
"This is certainly much more special to me because it's the first event I saw and it's the one I did with Wayne when I did my first one," he said.
"It was the only full Ironman event he did when he got into the sport all those years ago."
The North Epping triathlete will have plenty of support on the sidelines with family and friends expected to make the trip north.
"This one will be much more special because of what it represents and the people there supporting," he said.
"Wayne had quite an impact on the local community because of the person he was."
While work commitments will more than likely prevent daughter Rachael from spurring her dad on, son's Geoff and Matthew will be there.
"I think she's sick of watching her dad run around in lycra," he said.
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