jill
December 2, 2025
jill
December 2, 2025
The most important part of any ultra-cycling project isn’t the route, the bike, or the rider. It’s the why.
Why ultra-cycling and multi-day racing?
Why ultra-cycling at 66 years old – shouldn’t Joe be retired?
Why Route 66?
I could tell you it’s about stretching limits, redefining what’s possible, and all that jazz… but you already know that story.
Every ultra-cycling competitor is in the sport for some version of that.
The why is ultimately a personal test – one the athlete chooses. He or she can stop at any time, which is a far cry from the tests you don’t choose: the curveballs like a life-changing illness, sudden loss, or the bottom falling out from beneath your livelihood.
So, beyond the whole “stretching limits” jazz, the question remains – why?
It’s quite simple: Joe and I relish the complex, complicated, and convoluted adventure that a multi-day race brings.
It’s so much more than riding a bike.
If you think about it from a project or business point of view, riding is the product. And nailing a multi-day race is the equivalent of launching that product into the market and hitting your projected numbers out of the ballpark in Q1.
Joe, as a product, has been honed over decades of racing. He’s tried, tested, and true. Tough, experienced, and never ever takes a mile, or a minute, for granted.
And he has his own professional nutritionist (moi!) fuelling, nourishing, and managing performance.
Our crew? Battle-tested over days and nights, through Race Across America and beyond. Collectively, we’re a solid product.
So back to the why.
Our why is taking that product – Joe, the team, our strategy – and doing something no one else has managed to do: set a Guinness World Record on Route 66.
Cyclists have tried.
The road has won.
Route 66 isn’t an ordinary roadway. Its pioneering spirit is still there, sometimes beneath a broken surface or hidden under a highway, but always defiant. Always daring us to ‘go ahead, give it your best shot’.
You have to relish the broken bits.
And we do.
You have to understand how a road flows.
And we do.
You have to adjust riding style and equipment to respect the character of the road.
And we can.
All of that requires meticulous planning, which we pour ourselves into.
What if the road asks this? Or this? Or this?
How do we respond?
What if the weather turns?
Can we adapt?
What if equipment fails?
How do we fix, adjust, move forward?
It’s anticipating all the what-ifs and the risks, just like any great project or business plan.
The why isn’t about Joe alone. We’re way beyond that.
It’s about Joe, the team, this iconic road, and the unknown elements that ultra-distance places at each of our individual and collective doorsteps.
It’s the excitement and pride of pulling all those elements together, holding them in our grasp, and mastering miles… all of them.
It’s bringing that product to market.
And riding into history. Together.
Yep. That’s our why.
Step Into the Arena with Us.
We’re inviting a small number of brands to ride with us in the pursuit of a world-first achievement. Because when Joe rides, your brand rides too.
👉 If your brand belongs in the arena, we’d love to talk.
Learn more: racebarrultra.com
Join the team: Become a brand partner
Become part of our story: Enter the lottery to win Joe’s race bike
Sponsor a mile: Buy Joe a coffee
Above all, make sure to FOLLOW, this is going to be a blockbuster of a ride.
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