Carlton Reid

Cyclists were instrumental in advocating for better roads and are often recognized as the pioneers of motoring. The brand revolves around the vision of promoting cycling culture, led by Carlton Reid, an accomplished journalist with over 28 years of experience. Reid has penned articles for notable publications such as National Geographic Traveller and The Guardian, and he founded the influential trade magazine BikeBiz.com, which he later sold in 2006.

His extensive background also includes his role as communications lead for the Bicycle Association and its Bike Hub levy fund. Reid has been involved with various cycling initiatives, including co-managing the first British mountain biking team that competed in the World Championships in 1987. With a portfolio that includes several noteworthy books on cycling and travel, his expertise further spans across speaking engagements, aimed at fostering a deeper understanding of cycling's impact on society. This brand seeks to celebrate cycling’s rich history and promote its benefits for future generations.