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, multiple seasons of awesome cycling apparel and the launch of one of Canada's biggest and most loved gravel events later, we now have Reggie Riders all over the world and our mantra remains... 

“I love to ride my bike”.