ABOUT WEST SIDE CYCLE INC.

In December 2003, William founded West Side Cycle and began a mission to lead a new path right through the cycling industry. He saw a new way of doing things.

He saw the problem

Most stores were doing the same thing: selling to the performance riding market while failing to provide quality, hands-on service and education to the average cyclist. Only a small number of riders make up the performance riding market. Most cyclists use their bikes to get around town, and for recreation. It’s a growing market. Most retailers weren’t addressing this.

He decided to fix the problem

West Side Cycle welcomes all cyclists. Located in the heart of Toronto’s High Park, the city’s foremost cycling neighbourhood, William is committed to strengthening the cycling industry through education and excellent service.

"When a bike leaves my shop, I know it works, because I fixed it. I don’t know any industry higher-ups whose hands are dirtier than mine."

His hands may be dirty but his vision is clear. He sees down the road, to an industry that is growing with more people riding bikes every day, for everyday purposes—for a healthy lifestyle.

He kept moving

The industry’s current fixation on the narrow and specialized market of performance riding has created shortsightedness in some people. Few share William’s vision of widespread industry growth and education

But he has found a supplier rep who understands his vision and his desire to make the industry vibrant and strong for all cyclists and retailers.

He thanks Brian Galliland of Norco Performance Products for his foresight and his willingness to embrace change.

Education: ride through the bush, don’t beat around it.

It’s up to the industry to take a more active and vocal role in cycling issues. William will be speaking and sharing information with various community organizations throughout the coming years—educating people about rider safety, bicycle care and maintenance, and the rules of the road.

The road he knows well

Born in Toronto of a Canadian father and a Guyanese mother, in 1971, William has returned to set up his mom-and-pop shop in the very neighbourhood in which he was born. He was 8 years old when, after riding his bike to school, he discovered the "human power" of cycling. Since then he has ridden the streets of the GTA, and has actively competed in various forms of racing: BMX, cyclecross, road racing, x-country, downhill, adventure racing, and triathlon. Between 1999 and 2002 he held the position of VP of Recreation for the Ontario Cycling Association. For William, cycling is an integral part of a healthy lifestyle. He now lives in the High Park neighbourhood with his wife of 8 years.

Onward

William welcomes you, the everyday cyclist, to West Side Cycle.

Come on down and see him. Bring your children, so they can learn. You’ll find William is down to earth and knowledgeable. He’ll listen to what you have to say.

Most important, he’ll give you excellent service and valuable information.

You’ll be further ahead in terms of understanding your bike and how to get the most out of it.

Harness your power and enjoy the ride!