Virgin Group founder Richard Branson said his recent near-death experience on a bicycle was born out of his desire to set "seemingly impossible" challenges for himself, a mentality which has helped keep his brands fresh and ahead of rivals.
In August, while training for the Virgin Strive Challenge in the dark, the billionaire hit a hump in the road and went hurtling forward. Branson's cheek was badly damaged while his knee, chin, shoulder and body were severely cut. He had a cracked cheek and torn ligaments but recovered.
At an event in London on Monday, Branson recapped the event and when asked if he would stop putting himself outside of his comfort zone, the entrepreneur said it was unlikely.
"I've been lucky. But I don't think it'll be much fun not to push myself outside one's comfort zone," Branson, aged 66, told a packed audience at a Virgin Disruptors event in London Monday.
"The good thing is, for about a week my body is now where it was when I was 28 so I'm feeling as fit as I've ever felt and it probably won't last."