Ne Plus ultra is a Latin term for the highest point, as of excellence, achievement and elevation.

The purpose is to not just introduce an ethos, lifestyle, and label, but for people to be in a mindset which motivates and helps them pursue any activity or goal despite adversity.

Our focus is  progression and elevation with the aims to be better then our previous self.

ne plus ul·tra (neɪ plʊs ˈʊltrɑ)

n.

1.The highest point, as of excellence

or achievement; the ultimate.

2.The most profound degree, as of a

condition or quality.

3.The ultimate or the perfect

example of something.