Cycling is My Lifelong Passion
Cycling has always been more than just a hobby for me—it’s my lifelong passion. From an early age, I found freedom and adventure on two wheels. Over the years, this love for cycling has shaped my journey in ways I never imagined. What began as a personal passion grew into a career, ultimately leading to the establishment of Bicycle Superstore with my brother, and later, the launch of bikeNOW. It’s been a journey filled with challenges, rewards, and a deep sense of community that I’m proud to have built.
From Bicycle Superstore to bikeNOW
In the early days, my brother and I decided to channel our shared passion for cycling into something bigger. Together, we launched Bicycle Superstore, a place where cyclists could find top-quality gear and feel part of a community. Our love for the sport drove us to create a space where cyclists could not only shop but also share their experiences and grow in their love for cycling.
By 1986, I knew I wanted to take things further. That’s when bikeNOW was born. The idea behind it was simple—I wanted to create more than just a retail store. I wanted to build a place that prioritises customer experience and fosters a deep connection with the cycling community. bikeNOW wasn’t just about selling bikes; it was about creating a home for cyclists.
Prioritising the Customer Experience
What truly sets bikeNOW apart, and something I’ve always been proud of, is our focus on customer experience. From the very beginning, I made it my mission to ensure that anyone who walked through our doors felt welcomed, supported, and valued. Whether it’s helping someone find their first bike or offering advice to seasoned cyclists, it’s all about putting the customer first.
This focus on building relationships, not just making sales, became the foundation of our success. Over the years, we’ve grown a loyal customer base because people know we genuinely care about their cycling experience. It’s more than just a business—it’s a community built on passion and trust.
Going Beyond Retail: Organising Events and Promoting Outdoor Education
My passion for cycling extends far beyond the retail side of things. I’ve always believed in the power of cycling to bring people together, which is why I expanded bikeNOW’s role into organising events. We’ve partnered with organisations like Cycling Australia, Victorian schools, and Victoria Police to promote cycling as a healthy, fun, and accessible activity for all.
One of my proudest achievements has been our outdoor education programs. Through these initiatives, we’ve introduced cycling to young riders, teaching them the skills and confidence they need to enjoy the sport safely. Seeing the next generation of cyclists grow and develop through these programs is incredibly rewarding.
A New Chapter: My Journey with European Travel Agencies
In 2006, I took a bold step and started organizing cycling tours for European travel agencies. Cycling has taken me to some of the most beautiful places in the world, and I wanted to share that experience with others. The idea was simple—combine my love for cycling with the stunning landscapes of Europe and offer an experience that went beyond just traditional tourism.
But over time, I noticed a disconnect. Many of the travel agencies I worked with didn’t fully understand the unique needs of cyclists. They treated cycling like any other tour, with rigid schedules and little room for the kind of spontaneous exploration that makes cycling so special.
Refocusing: Journey-Centric Adventures
That’s when I decided to change direction. Rather than offering large-scale, impersonal tours, I began focusing on creating personalised, journey-centric cycling adventures. These tours are all about the individual rider’s experience. It’s not just about ticking off tourist destinations—it’s about the journey itself, the people you meet, the roads you discover, and the freedom to explore at your own pace.
I wanted to offer something more immersive, more meaningful. Every route we design balances iconic landmarks with hidden gems, giving riders a taste of both the familiar and the unexpected. It’s not about following a strict itinerary; it’s about crafting an experience that feels personal and unique to each cyclist.
Putting Cyclists First
What makes these tours truly special is our commitment to putting cyclists first. I’ve always believed that the needs of the rider should come before commercial interests. Whether it’s adjusting the pace, stopping to take in a view, or finding a local café for a quick break, our tours are all about flexibility and making sure everyone has an unforgettable experience.
I work closely with experienced cycling professionals to craft routes that offer the perfect mix of challenge, relaxation, and exploration. It’s important to me that every rider, regardless of their ability, feels supported and empowered on our tours.
Creating a Supportive, Familial Atmosphere
One of the things I love most about these tours is the sense of community that develops among the riders. We’re not just a group of individuals on bikes—we become a family. We support each other, share stories, and create memories together. This atmosphere of camaraderie is what sets our tours apart and makes the experience so special.
A Commitment to Life-Changing Adventures
My ultimate goal with bikeNOW Europe is to provide life-changing experiences. I want our riders to come away from these adventures with more than just photographs and souvenirs—I want them to take home unforgettable memories, new friendships, and a deeper love for cycling. Our tours transcend traditional tourism; they’re about connecting with the world around you in a way that’s both personal and profound.
If you’re looking for a cycling adventure that goes beyond the ordinary, I invite you to join us. It’s a journey unlike any other, and I promise it will leave a lasting impression.
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