Philosophy

A bicycle is more than an object. It’s a transformative technology, a tool for your own evolution, and a tool for the evolution of how we interact with our world. The key questions, when considering cycling as a pastime or a way to get from A to B are: how is this going to help me evolve? what will I learn about myself and my world by committing to journey by bicycle?

If that resonates with you, fantastic! The underlying principle here is that a bike is an investment in life.

If that sounds like a pile of wank, then I ask you to consider – why do you ride a bike? what is it for? what motivates you to undertake an activity that isn’t always fun, isn’t always pleasant, isn’t always comfortable?

Hopefully the answers will surprise you.

Tools for the [r]evolution is (well, will be one day) about helping people journey phsyically, emotionally and maybe even spiritually by bicycle. Yes, there is a material component, and yes, there is an ego component, and yes, there is the commercial reality of the bicycle industry and all that it entails. The aim here, however, is to us those energies and technologies to move forward, to evolve.

Let’s ride!