Jacob Cherian can be often be found trekking through the Palani Hills, near Kodaikanal, around his home#TheMistyMountainHop at 2100 metres. His Peter Parker-avatar specialises in marketing restaurants and NGOs around the world. During his career, from journalist-to-editor, across the mainstream media, he also edited a niche newsletter for the surfing, skateboarding and diving communities between 2010 and 2012. Since then he has dived with manta rays off Bali, jumped out of multiple planes above California, and motorcycled across the Himalayas.