• 19-20 October 2020
  • ICC Sydney




Mountain Bikes Direct

Jen Geale is co-owner of Mountain Bikes Direct, an online retailer enabling Australian mountain bike riders to buy high quality parts, clothing and accessories at globally competitive prices. She runs the rapidly-growing retail business from a home-office on the Gold Coast and manages a team of tech wizards, customer service ninjas and mountain bike nuts who all work remotely (with many staff taking advantage of the business’s decentralised approach to live and work near some of the country’s best mountain bike trails!).

Jen is a passionate ecommerce entrepreneur, and was recently recognised as one of the Top 50 People in Ecommerce in Australia. She is always keen to share her insights, exploring lessons learned during her five years building Mountain Bikes Direct into the successful, disruptive, award-winning business it is today. She was recently invited to speak at an ecommerce conference in California, where she explored the particular challenges of the journey to $10M turnover to a packed room of ecommerce professionals. The business has been recognised in the Telstra Business Awards, SmartCompany Smart50, Deloitte Fast500 and more.  

Jen also draws on her prior experience in the volunteering and community sector. She is particularly passionate about community engagement, and has brought this experience into the business in both subtle and significant ways, such as through the company’s Dollars For Dirt community funding program.