After spending six years in a variety of industries, roles and cultures, Spoke Media founder Mike Murray developed the strong belief that a shift away from traditional narrowly-focused commerce needed to take place. With decreasing free time, Mike found it difficult to stay active. Coupled with several years of commuting to work by car, he became frustrated by the environmental damage, traffic, expense and stress of commuting by car. The idea of commuting by bicycle offered a panacea.
Melbourne’s love of bicycles and progressive attitudes presented the ideal location for a business that paired his professional and personal experiences with his ethics, goals and hobbies. Although Melbourne is one of the world’s leaders in bike commuting, Mike sensed an opportunity to encourage and support daily bike commuters.
If you want to know more about how Spoke came to be, check out our blog!