amateur cooperative is a rider owned lifestyle mountain bike brand founded in 2014 by Mike Kirtley with the mission to drive opportunity and collaboration in the mtb community and others like it that are brought together through shared passion.
So why amateur cooperative? What does it mean?
In Mike's own words...
Really, it’s about the fact that I love riding bikes and found myself part of this amazing community of people that live the mountain bike lifestyle and share this crazy passion of mine.
The energy of this community was hugely motivating and inspiring - there was so much creativity and potential in this group of people I was compelled to build a brand to rally us to co-create meaningful opportunities and experiences, to bring us together, to drive our own progression and take this community to new places, to learn and to challenge one another, to experiment and generally have a blast along the way. The belief is that amateur cooperative can give us the opportunity to achieve things together that we could not do individually.
And the name? The origins of the word amateur mean “for the love of” - people who do things simply because they love doing it - it doesn’t matter if you’re a world famous pro or some kid who just picked up a bike for the first time, if you’re living in the moment and you’re passionate about it, then that’s what we share as a community and that's what we're here as a brand to celebrate and to support people who push themselves simply because they love it and they don’t know how to live without it. The cooperative part may be self-explanatory, but it speaks to the need for us to build this brand as a community, it's not about me, it's about all of us, pulling in the same direction, shooting for the stars together...
Thanks for taking the time to read about our brand and our story, to learn more check out our community by searching #justfortheloveof on the interwebs (INSTAGRAM / FACEBOOK) - and we look forward to seeing you there and out on the trails.
Now if you'll excuse me, I have bikes to ride...
Mike (aka English)
photo credit: Andrew Jamison