The Atlas Mountain Race (AMR) kicks off this Friday in Morocco. And I'd contend that if annually January is about best intentions, then with AMR, February is about bikepacking.
The race was a personal victory for me on its inaugural edition back in 2020. I'm fortunate to have written a recap for the Radavist featuring 35mm images by my friend Stefan Haehnel.
The race has been on my mind all week – in an ethereal way – like a LOST (the show) kinda way. A yearning to return to a place that exists but a moment & experience that does not. At least that's what I thought.
"Peace is hard to find. But easier to find on the bike."
I'll admit, the perseverance & perspective are still palpable half a decade down the road. Juxtaposed with everything I've experienced since, re-reading my writing brought my subconscious into better lighting: the soul-searching nature of events like these really helps you see the forest from the trees.
"Maybe we all need to be fully empty to see what’s left. That goes for all of us, not just weird endurance bikepacker people. [...] The inclination to bring yourself to this brink is perhaps my final claim of the trait we all share. It’s how we all really find ourselves out there." – Finding Ourselves in the Atlas Mountains
The past six months have been quite the doozy for Twotone. Each month has felt like a climb where I can't quite see the summit but keep telling myself that I can't be too far from it.
My experience in the Atlas Mountains was pivotal for me, not because I brought home any medals but because I simply refused to stop turning the pedals. It was the effort that gave me the perspective I needed & when the urge to scratch called, I'm glad I never heeded!
I've been debating penning a LinkedIn plea for new work and/or how to phrase a call to action here because, unlike unsupported ultra-endurance races, entrepreneurs don't get DQ'd for accepting help from friendly faces.
In closing,
- If you have the time, help by volunteering as a Dotwatcher for Atlas.
- Reading this & thinking Twotone could help you? Let's talk!
Thank you for reading,
Jon
p.s.
If you're near Amsterdam, swing by our office this Friday for our 10th Dox Under The Tracks!
February
- 🇳🇱 7 Dox Under The Tracks Nº10 featuring Nicolò Ricci (RSVP)
- 🇳🇱 9&10 Nieuwsfiets' B2B Festival
- 🇳🇱 13 International Bike & Hike Conference
- 🇳🇱 14-16 20th Fiets & Wandelbeurs & E-bike Challenge
- 🇳🇱 15 Werewolf and Run Wild
March
- 🇩🇪 15 Rad Race
- 🇩🇪 28-30 Cyclingworld Europe
Bikes
Border Bash Aragón on RAW Cycling Mag
Javi Angulo
In its third edition, Border Bash Aragón, taking place from April 24th-27th, now also features an overnight route to make the most of the Sierra de Guara. Read more here.
VIA Race Chapter II
Learn more about the exciting 2nd Chapter of VIA in the Twotone Newsroom.
Omnium's Latest Titanium Pre-Order Window Opened on Saturday!
John Watson
I've been riding an OMNIUM Cargo all week here in Florida and its been turning head son every ride. Simply put: the best bike to do the most things! And Ti is simply more bling!
Ideas
Aaron Griffiths' Dutch Scene Inspiration
Micromobility Europe Heads to Brussels in '25
The Micromobility Newsletter
We're looking forward heading down to Brussels June 17-18! More details here.
How to Measure Brand Awareness in 2025
Louise Linehan
"Brand awareness refers to a series of marketing tactics that help audiences recognize and recall a brand name, logo, or product." Lots of old news & terminology refreshers but also a lot of new ideas to consider. Worth a read!
Friends
Dox Under The Tracks with Nicolò Ricci This Friday!
Walhalla's New Brewery Crowdfunding
Twotone has had Walhalla beer all of our events since forever Get involved here.
Julien Riganti – AKA 8000WATT – Joins Eurobike Award Jury
Radness
The Trans-Ecuador Mountain Bike Route
Last month, 3 competitors turned best friends (Mateo Paez, Theo Kelsey-Verdecchia, Daniel “Dirty Dan” Connell) raod the challenging Trans Ecuador MTB Route with the help of local legend, Xavier Chiriboga. Check it out!
Thank you very much for reading!
Here's to seeing the forest from the trees this week!