Ian Roche doesn’t do things halfway. Whether it’s founding a smoke alarm empire, training for Ironman races, or launching a category-defining skincare product with his daughter, the drive is the same: go all in. His latest venture, Face Dunk, reimagines a viral TikTok trend into a real wellness ritual—swapping salad bowls for science-backed cryotherapy.
In this interview, Ian shares the discipline behind his days, what he’s learned from building alongside his daughter, and why recovery matters just as much as hustle.
As an Ironman and serial entrepreneur, you’re no stranger to discipline—how do you structure your day to stay mentally sharp and physically energised?
Daily movement is non-negotiable for me. Whether it’s a 2km session on the rowing machine, a 5km run, or a 2km swim in summer, breaking a sweat every day is what keeps me sharp, mentally and physically. I firmly believe that personal discipline feeds directly into professional performance. That’s why I always commit to an upcoming event, whether it’s an Ironman, marathon, or triathlon. These challenges keep me accountable, motivated and far from the snooze button. We’re only human, but having a purpose keeps me on track.
Launching Face Dunk was a true family-driven innovation—how has working alongside your daughter impacted the way you approach both business and balance?
Collaborating with my daughter Isla was an incredibly rewarding part of the journey. Like any 16-year-old, she brings energy, perspective, and occasionally a challenge or three! But more importantly, she brings a Gen Z lens that’s been vital in shaping our product and brand. I bring the business strategy and execution, while she contributes fresh ideas, cultural awareness, and that fearless creative spark. It’s a generational blend that keeps us relevant, balanced, and constantly evolving.
You’ve built a wellness product rooted in ritual—do you have any personal rituals or non-negotiables that help you reset when life gets busy?
Exercise and quality sleep are my anchors. No matter how intense the day is, I make time to move, and I prioritise rest just as much. When stress builds, I find that writing everything down before bed helps me declutter my mind. It’s my way of decompartmentalising, resetting, and creating space for clarity. That ritual helps me sleep well and show up strong the next day.
You’re known for performance in both business and sport—how do you manage stress and avoid burnout when you’re constantly pushing yourself across multiple arenas?
I’ve learned that recovery is just as important as performance. In the evenings, I make space to completely switch off, usually with some light TV, good healthy food and quality time with my dog. There’s something deeply grounding about a wagging tail and those puppy-dog eyes. From a business perspective, having a clear plan and defined objectives takes a huge weight off your shoulders. When you know your direction, stress becomes manageable and progress feels purposeful.
What did the development journey of Face Dunk teach you about patience, prototyping, and knowing when a product is truly ready to launch?
Face Dunk reminded me that creating something truly innovative takes time. You can’t rush a masterpiece, but you also can’t get stuck in the loop of perfectionism. The key is knowing when a product is refined enough to deliver its core value and then having the courage to bring it to market. Prototyping, testing, and listening to our community were essential steps in building something we believed in. Perfection is a moving target, but the purpose should always be clear.
Face Dunk has gone from salad bowl to skincare movement—what’s next for the brand, and how do you see the ritual evolving in the future?
The evolution is just beginning. We’re currently developing a full skincare ecosystem around Face Dunk, including pre and post dunk innovations designed to enhance the ritual. We’re also exploring some exciting collaborations with skin-loving celebrities that could really elevate the brand’s reach. On the tech side, we’re working on ways to personalise the dunk experience based on individual skin types and needs. The ritual is expanding, from a viral moment to now a science based product that is safe, Face Dunk is leading the skincare-on-ice revolution.
