The Eat Sleep Cycle Roller coaster doesn’t have an off-season

It’s 2:30 am in Girona and my mood is electric. I’m chewing on some cloves to bring down my swollen wisdom tooth which is normally the first sign of burn-out for me. I feel like I’m on a really fun, yet slightly uncontrollable roller-coaster and I’m holding on tight…

The recent political events in Catalunya have something to do with this. Let’s say they have added to the excitement of the last few weeks. Before I go any further I want to clarify that Catalunya continues to be a welcoming and safe place for tourists to visit. Here in Girona, our customers are enjoying the autumn sunshine, traffic-free roads and pro-spotting which goes hand in hand with the closing of the world tour race season. Girona is home to the highest concentration of professional cyclists in Europe and possibly in the world.

We have been asked many times “when does your season end?” Our answer is often vague because we do not know. We ran our first training camp starting 2nd January this year and continue to welcome groups to Girona. We have no intention of stopping and here is why…

Brian, Louise and I just created the Eat Sleep Cycle SL. Having begun as a sole trader to get the wheels turning, the limited company will be the medium for our future growth and stability. It was an emotional moment signing for the partnership. The 3 of us sat in large leather chairs dressed casually in shorts & t-shirts, we didn’t flinch before agreeing to an equal split of the business. The only time we fall out is when deciding who is the Eat, who is the Sleep and who the Cycle!

Anybody out there who runs a limited company understands the financial requirements that we now have. So one of my tasks in the “off-season” is to create a financial system. I’ve never been so excited by eliminating manual bean counting tasks.

This is just the beginning of the changes that are already under-way for 2018. You may have seen our 2018 brochure already. We poured our brain powers, hearts and souls into creating a trip calendar that will please cyclists from all over the world. It’s the result of thousands of Km’s ridden by us on roads included in the trips, hundreds of WhatsApp messages with ideas of new locations, tens of hours of review and many feedback comments from our 2017 clients (90 5* ones on Trip Advisor to be exact).

Perhaps this is the first Eat Sleep Cycle blog you have read, or you may have known us from the start. This website structure is built for a blog. So we need an update to reflect our growth and expansion to the Dolomites and beyond. Watch this space because it is on the way.

Our brand has served us well up to now. We still have many people stop by the shop sign and take a photo of it or chant the words “Eat Sleep Cycle” because it is a mantra that we can all relate to in some way. In fact our beloved mechanics are practically wearing earplugs they hear it that often!
But we realise it needs to evolve with the business. It’s not a decision we have taken lightly. Many beers and burgers have been consumed with friends, clients, family members and marketing experts to arrive at the decision.

As part of this journey, we have been looking for brands to aspire to – other companies that successfully combine some of the things that we do – cycle travel, club, clothing, bike workshop. It is too tempting to just split these out as separate brands but when we looked into detail at Rapha we found our role model. Its a really fantastic success story and one definitely worth a read if you haven’t already.

Added into this is our continual drive to improve our trips – deck our vans out with more useful gadgets for the road including a race radio system. Get all our guides together and let them suggest how we can make our trips better. Visit North and South Spain to expand our Spanish trip offering.

All in all it’s going to be a busy “off-season” so I better hold on tight!

One Comment

  • Chris says:

    I had one of the most amazing experiences of my life touring with ESC. 2 weeks supporting the tour from coast to coast across the Pyrenees. I Cannnot wait to get involved again. Great team and an amazing company ethos and values. The effort you guys put in to make the trips so seamless is second to none. The cuts, scrapes, tears, miles you put in to ensure its smiles in the trips is amazing! Love you all and see you very soon!

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