In 2020, I found myself as a professional cyclist with no races or podiums to chase. With gyms closed and indoor activities limited, the outdoor industry was booming and bike sales were off the charts. Knowing how intimidating the sport of cycling could be, I worried that without proper education or inspiration to really dive deeper into this incredible sport, the newcomers would get discouraged and their bikes would collect dust once things opened back up. Realizing that pros speaking to beginners is not always the most effective model, I came up with the idea to take newcomer riders and document the education, triumphs, and relatable struggles as they took on one of the hardest challenges in cycling. Together with Alexey Vermeulen we brought this idea to life, working with dozens of brands, event organizers, and production teams to tell the story. We are proud to be in our 3rd season now.

Season 2, Episode 1 of From The Ground Up

Season 3, Episode 1 of From The Ground Up

As a Canyon Sponsored Athlete, I was invited to be a part of the launch for a new bike called to Lux Trail. Upon talking with the product team, I learned about their marketing strategy and target audience and got to brainstorming ideas that could support their campaign and sell through. To showcase this "do-it-all" bike, I planned the "Best Week Ever".

iFIT is NordicTracks digital training platform. Similar to Peloton, iFIT allows people from around the world to get a coached workout in from the comfort and convenience of their own home. When iFIT was launching outdoor workouts, they reached out to see if I would be interested. In total I filmed over 80 workouts in 6 different trips around the world. In these workouts I take the riders through motivating, engaging workout while educating them on the history and facts of the area.

When Canyon was planning the launch of their new Neuron, they approached me to come up with a route and story that would showcase the capabilities of the bike while engaging and inspiring their audience. I was in charge of establishing the route, organizing the production team, and planning and booking the logistics.

I was a guest rider in a film called "The Impossible Route". I helped organize the logistics of this ride, as well as the production plan and distribution strategy.

Below are 2 short video ideas I came up with and produced for Canyon Bikes to support their messaging of how easy they make it to assemble their direct to consumer bikes.