Purpose & Philosophies


Enriching mind, body, earth and soul with the freedom of riding.



The company is our people. We care about our people and their Brightness of Future. We have high expectations of performance and teamwork and promote from within.


We are driven by recognising the customer’s perspective. The customer always has a choice.

Purpose Over Profit

1 + 2 = 3. We believe profit is the best measure of success, which helps us live our purpose.


It’s important to treat the business like it’s your own business, with passion for your role.

Take Responsibility

We look within and take responsibility for our success and failures. We encourage everyone to Talk Up to improve the company.


We take our business seriously but we don’t take ourselves too seriously. Mostly this relates to celebration and fun.


There is no us & them. Each individual has equal privileges & rights.


Autonomy, mastery and purpose are the 3 biggest motivators of our people.

Family, Village, Tribe

A lean, flat structure with transparent communication. Small teams of 8 or less.

One Best Way

The discipline to follow standard systems until a better way is found. We value common sense over conventional wisdom.