JetBlack’s purpose statement today is ‘Love to Ride’. And its mission statement is ‘Accessible Performance’. Don’t confuse the brevity of these statements with any lack of thought or depth. JetBlack has driven the remarkable success of this Australian based company that is now a global brand.
Like many independent start-ups, JetBlack Cycling started small, originally operating out of storage facility with just two shelves of pallet racking.
But from those small beginnings, a lifelong passion for cycling along with consistent and significant investment into people and product development, has produced remarkable results, not only for JetBlack, but for their dealers and customers worldwide.
“We love the experience of riding and want our customers to enjoy that same experience. Our purpose was born out of a personal passion of mine for cycling which started right from my days as a child getting on my BMX and riding out into the suburbs, getting lost then finding my way home. Then as I got older discovering mountain biking in the 1990’s, commuting, and later getting involved in business and discovering a love of road riding. I am still a cyclist and love to ride.”
“Cycling throughout the seasons of my life has played a huge part in my own well-being. Four years ago when my daughter was facing a life threatening illness and my personal life was in tatters, being able to get out on the bike and ride long and hard by myself or connecting with mates, really helped me get through that season. It helped me stay physically and mentally strong during a very tough period. It has also been an incredible way to bond as a newly blended family with my 2 children, my new wife and her 3 children. I have learned so much about cycling through their experiences.”
JetBlack’s co-founder and Managing Director, Tony Simmonds