ABOUT WEST SIDE CYCLE INC.

In December 2003, William founded West Side Cycle and began a mission to lead a new path right through the cycling industry. He saw a new way of doing things.

He saw the problem

Most stores were doing the same thing: selling to the performance riding market while failing to provide quality, hands-on service and education to the average cyclist. Only a small number of riders make up the performance riding market. Most cyclists use their bikes to get around town, and for recreation. It’s a growing market. Most retailers weren’t addressing this.

He decided to fix the problem

West Side Cycle welcomes all cyclists. Located in the heart of Toronto’s High Park, the city’s foremost cycling neighbourhood, William is committed to strengthening the cycling industry through education and excellent service.

"When a bike leaves my shop, I know it works, because I fixed it. I don’t know any industry higher-ups whose hands are dirtier than mine."

His hands may be dirty but his vision is clear. He sees down the road, to an industry that is growing with more people riding bikes every day, for everyday purposes—for a healthy lifestyle.

He kept moving

The industry’s current fixation on the narrow and specialized market of performance riding has created shortsightedness in some people. Few share William’s vision of widespread industry growth and education

But he has found a supplier rep who understands his vision and his desire to make the industry vibrant and strong for all cyclists and retailers.

He thanks Brian Galliland of Norco Performance Products for his foresight and his willingness to embrace change.