China's vision of becoming a world football superpower by 2050 is driving at least entrepreneurial Canberran out of bed each morning.
Nick Humphries, 23, is the creator of Train Effective - a website designed to help even the most basic of soccer players turn pro. The platform features world-class instructional videos from Chelsea and Stoke City FC coaches, innovative exercises and drills, and a drag-and-drop calendar that allows subscribers to plan their training up to 12 months in advance.
Train Effective is founded on Malcolm Gladwell's 10,000 Hour Rule, a principle that says 10,000 hours of "deliberate practise" in any field is needed to achieve world class expertise.
Humphries used the principle himself as a teenager to rise from a "pretty poor" Division B soccer player to training with the Young Socceroos.
"I read [Gladwell's] Outliers and I was like 'okay, I'm going to start training 20 hours a week and see where this takes me'," Humphries said.
"I spent hours and hours online trying to find exercises, videos, drills and any content I could to help improve my game.
"Train Effective is literally the digital tool I wish I had during those years of intense training."
Humphries, a former Telopea Park student, said he "never quite fit the mould".
As a child he was obsessed with money - "my favourite toy was a plastic cash register" - and by 13 he had employed a team of web developers in India to build Kool Pig, an e-learning platform and social network for tweens.
Humphries founded Train Effective in 2014 and today works from the Entry 29 co-working space in Civic. His staff includes a business development manager on the ground in Canberra and a team of user experience, design and web development consultants from across the world, ifrom Poland to the US.
Train Effective currently has 800 paid subscribers, but Humphries' vision is much bigger.
"The big mission is that I want to impact one million individuals through the Train Effective platform by 2020," he said.
"This year I'll start to work more closely with clubs and organisations in Australia, the US and the UK, and China is definitely on our target list.
"The Chinese Government will build 20,000 football centres and 70,000 football pitches in the next 10 years - the president is crazy about soccer so he's investing billions into infrastructure.
"And Train Effective could play a massive part in helping to build China's football capability."
Train Effective is one of 63 start-ups operating out of the Entry 29 co-working space on Moore Street, including a comic artist, school e-learning platform Skoolbo and a range of health and legal start-ups.
Entry 29 CEO Tom Robinson said the Moore Street location had officially maxed out at 102 staff, with a new location set to open on-site at the University of Canberra in the next few weeks.
"At Entry 29 we are all about community - regularly holding events for members like Friday drinks, goals sessions, celebration Tuesdays - which are to call out and celebrate successes our members have," Robinson said.
"We are constantly taking the pulse of what our members needs are, and continuously improving."