In late 2007, I suffered a back injury and needed to be able to do some exercise that didn’t involve the pounding and jolting that running causes. I got the shock of my life when I went to buy a road bike and was told that it would cost me around $1,000 to get moving. That’s when I thought “I’m an everyday sort of bloke and I can’t see value in a $1,000 bike just to get some exercise?” It was at this point that I started thinking about starting my own bicycle business with the specific aim of making riding a bike, affordable for everyone.


My initial research showed that all bikes use the same, or similar components, yet are branded differently. They are made in a factory, then go through an agent, importer, wholesaler, retailer and finally to you. With each middleman charging for their transport, rent, wages, overheads and profit, it’s easy to see why people are paying too much for their bikes, in most cases simply because of the name on the bike. I visited a bicycle manufacturer’s expo in Asia and came away excited with the possibilities of creating my own brand of bikes. With the help of my father, Bruce, we set about devising a ‘Direct to the Public’ business model which cuts out all of the middlemen, thus allowing us to pass on the savings to you.


The business was launched in January 2009 initially with one basic road bike. Our Condor™ bike is now being ridden by more than 17,000 riders in Australia. Dad has been an important part of our success because he looks after the money and legal side of the business and has provided me, and our team, with the benefit of his fifty years’ experience in the business world.


It is our mantra to always provide comparable or better products at lower prices than others in the bicycle industry. I felt if we did that consistently, our customers would be loyal to us and our business would be successful. It’s the perfect win/win situation.

Get to know Reid Cycles


Fast forward to 2017 and REID bikes are now ridden by more than 300,000 people throughout Australia and fifteen countries around the world. We’ve had stores in each major capital city, however recently closed most of them because the costs of running them were constantly rising and making it hard for us to keep true to our vision of being the home of Australia’s best value bikes. Today we operate in Melbourne, Adelaide, Online and internationally (from our UK base) with a much smaller team, but with the same big emphasis on ‘value’ and commitment to high quality bikes and customer service.

I established REID to make bike riding affordable for everyday riders and that’s what drives us every day.

Welcome to the REID family.
James Reid – Founder, Owner & Managing Director


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