Our History
How It All Began: From Local Shop to Global Adventure
Our journey started in 1986 when I, Warren Cay, launched bikeNOW, driven by a lifelong passion for cycling. Prior to bikeNOW, my brother and I founded Bicycle Superstore, where we built a community around cyclists and their love for the sport.
bikeNOW was born out of a desire to prioritise the customer experience, offering more than just products but a space for cyclists to connect and grow. Over the years, we’ve expanded beyond retail, organising cycling events and outdoor education programs that have introduced thousands of people to the joys of cycling. Our work with organisations like Cycling Australia, local schools, and Victoria Police cemented our commitment to promoting cycling as a healthy, accessible activity for everyone
Our Evolution
Bringing Cycling to New Heights
In 2006, I expanded my passion for cycling even further by organising cycling tours across Europe. I noticed that traditional tour agencies were missing the mark when it came to understanding cyclists' needs, so I shifted my focus to crafting personalised, journey-centric adventures. Our tours go beyond the typical large-group formats, offering a more intimate and flexible approach that puts the rider’s experience at the heart of everything we do.
Our Vision
Crafting Unforgettable Adventures
Our vision is simple: to provide life-changing, immersive cycling experiences that prioritise the cyclist over commercial interests. Every route is carefully designed with the rider in mind, blending iconic tourist destinations with off-the-beaten-path explorations that showcase the best of Europe.
Whether you’re looking for challenging climbs, scenic coastal routes, or a leisurely ride through charming villages, our tours cater to riders of all abilities. We focus on creating a supportive, family-like atmosphere, where every participant feels valued and empowered.
