08/13/2026
It didn't start as a job — it started as a question. In September 2024, ITM's Michael Fuller wrote a thesis to test whether N1CE was the opportunity it looked like. It was. A few months later ITM was invited in to help lead it to market, and spent close to two years building the company under the brand — through to its June 2026 launch with UFC's Justin Gaethje on board. On our Journal: https://weareinthemoment.com/journal/n1ce-launch