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The Challenge to Create the Best Bike Shop in the World

When the pandemic hit in 2020 the existing business of Eat Sleep Cycle (bike rental and guided bike tours across Europe) was reduced to zero. Facing a disaster, it was a time to rethink why we started the company and what our business model will be in the future.

Lee Louise Eat Sleep Cycle 300x200 1
Louise and I, both completely in love with cycling in all its aspects, moved to Girona in 2016 and just started Eat Sleep Cycle with a credit card.

We already had a nice store in the center of the city of Girona that we historically occupied with a large fleet of rental bicycles. The retail operation existed, although it was small and aimed more than anything at tourists.

We spent the evenings during the pandemic talking about the past (the beginning of this journey) and, over a glass of wine or beer, and imagined the future could look like. And so it came about that we set ourselves a new challenge…

To create the best bike shop in the world!

We don’t do things halfway, we are both ambitious and when we propose something like this we will do everything possible to achieve it.

We decided to focus more on the local market – the city of Girona, the province of Girona and all of Spain. Because a store has to be for cyclists in and around your city. We decided to fill our store with material, because there is nothing worse than going to your local bike shop for something and it doesn’t have it.

We have taken many more brands of bicycles, clothing and components, because your store has to have options to be able to make a decision.

We hired a new, local staff with the passion and knowledge of cycling that drives the store forward. We have realized that our customers also want to buy our products from home, so we have added the online store with the aim of providing the same personalized and quality service.

The result? Well, only you can tell us if we’ve made it. We keep making improvements every day.

Written by Lee Comerford
I am co-founder of Eat Sleep Cycle. For 8 years we have created custom cycling experiences in Europe and beyond. We help our guests experience the very best cycling in Europe including Girona, the Pyrenees, Tuscany and the Dolomites, the French Alps, Andalucia and beyond. We specialize in customizing cycling experiences for groups, agencies and our corporate partners. We believe in empowering and motivating the local community to cycle so we also run vibrant Cycling Hubs in Girona and Málaga. Our Hubs are a place you can find all your cycling needs from bike hire to cyclist friendly food and great coffee. Through 10 years working as an engineer, operations manager and sales manager, the bike was always my escape – venturing to new places, meeting new people, seeing amazing things, suffering a bit. Now my focus is helping others to enjoy that same escape, whatever the level, age or nationality. I believe that cycling brings people together and Eat Sleep Cycle was born through this desire. Our vision is to bring down barriers through exploring the world on 2 wheels.