In 2016, Laura's brother Jeff was cycling in the Pyrenees mountains on the Cent Cols Challenge tour – arguably the toughest amateur cycling tour in the world. He suffered a terrible crash and broke his neck.

Over the next several months, while he was in recovery (*a miraculous full recovery!), Jeff and Laura – under the moniker “The Wills Kids” – set out to work together on Jeff's big Dream Project... a cycling apparel company dedicated to people who live for the spirit of fun and camaderie inherent in cycling.

On June 1, 2017, www.reggie.bike launched to the world. One web store, a retail boutique, and 2 seasons of awesome cycling apparel later, we now have Reggie Riders all over the world and our mantra remains... “I love to ride my bike”.