Cycling business Bike About rebrands to attract greater interest from South Australian locals

An Adelaide Hills tourism business – which came close to bankruptcy following the bushfires and COVID-19 – has found a new way to keep rolling forward by shifting its focus towards the local community.

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Bike About owner Jack Young is the first to admit that when one door closes, another opens - you just have to be willing to see it.

When the Cudlee Creek bushfire ravaged the Adelaide Hills in December and COVID-19 then hit, Mr Young’s income quickly began to dwindle, to the point he considered declaring bancuptcy.

However, with the help of the Lobethal Bushfire Recovery Centre - which nominated the business for a community care program with a market company – Mr Young is slowing rising from the ashes with new outlook and focus on the local tourism market.

Jack Young (left), who runs Bike About is hoping to attract more locals to his business. Pictured with customers Steph and Paddy Daly from Rose Park at the Eagle On The Hill mountain bike trails. Picture: Tom Huntley

“After the bushfires we were trying to go our merry way but just ended up going backwards and I no longer knew which way was up and having a lot of pride I wouldn't reach out for help.

“But eventually, I did go down to Lobethal and got that grant, where they provide certain amount of hours towards rebranding and helping us recover our business.

“We’ve been running for 22 years with an old branding, logo and marketing which was heavily focused on interstate and overseas because that’s where our business came from.

“But of course, that’s all gone at the moment we’re now really trying to capture the local market by collaborating with other local business for a whole new experience.”

Mr Young is currently offering a taste of what’s to come as part of the HAHNDORF. HANDMADE. HANDCRAFTED. HANDPICKED. Festival – running throughout the whole month of September.

The Hahndorf Wine and Produce Pedal has sessions running at 9am and 1pm, Thursday to Sunday each week for $45.

The loop will see you visit a local of artisan producers, including Beerenberg, Hahndorf Hill, Ambleside Distillers, Nepenthe and The Lane.

Jack Young from Bike About. Picture: Tom Huntley

“This really is a taste of a tour that we’re launching October,” Mr Young said.

“So we’re collaborating with The Lane winery and we’re putting in a bespoke tour which will incorporate a choc and vino experience as well as pick up and drop off.

“So we’re very excited but of course we’ll continue to run other tours such as through the Mount Lofty Ranges.”

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