A DESTINATION FOR ALL RIDERS
30 years of experience, giving you the best service in the business.
BEHIND THE SCENES
The team are among the most experienced in Australia.
Empire Cycles was created by Dave Long and Jarrad Lawrence. Together they pooled their knowledge of over 30 years of experience in the bicycle industry to design a store that would stock only the best and highest quality bikes and products. It was 2017 when Empire Cycles was born.
Two years on and Empire is highly regarded within Australia’s bicycle scene. The staff at Empire Cycles pride themselves on the experience a customer receives from start to finish in-store. Not only do the staff ride the same trails and roads you do they will only stock and sell the products they ride with and recommend to customers.
Empire Cycles is a store owned and run by riders. They can help with all aspects of your riding by offering:
- A world class servicing centre capable of doing all repairs in house so parts are not sent away.
- A state of the art Retul Fit bike fit studio. Fit your bike to your body not vise versa.
- A broad range of mountain bike and road bike products and Speciliazed bikes.
- Mountain bike coaching with the world #1 – Sam Hill.
When dealing with Empire Cycles you can expect a quality service. The staff genuinely want to provide you with the best experience for your riding regardless of your discipline and skill level.
DAVE LONG
Owner
JARRAD LAWRENCE
Workshop Manager and Mechanic
The Incredible History of Specialized Bicycle Components, Inc.
The bicycle company that sold the first mountain bike to the general public.
The incredible history of Specialized Bicycle Components, Inc.
The bicycle company that sold the first mountain bike to the general public.
Specialized are leading innovators in the bicycle industry. Known for manufacturing high-end bikes and out of the box thinking, they are one of the most highly regarded bicycle brands in the world.
In 1998, to honour the contribution Specialized has made to the bicycle industry, Mike Sinyard, founder and owner of Specialized was inducted into the Mountain Bike Hall of Fame.
Specialized from the beginning.
In the early 70’s, Mike saw the need for quality bicycle parts in the US market. Being a keen cyclist, he sold his VW van for $1,500 (everything he had at the time) and headed to Europe in search for a quality supplier.
Getting lucky, Mike met Cino Cinelli (founder of Cinellie Bicycles) who agreed to Mike selling his manufactured parts in the US.
Mike returned to California and rode between bike shops selling the high-end components.
It was 1974 when Specialized Bicycle Components was born.
Sales went so well that it wasn’t long before Specialized started manufacturing their own components.
In 1981 Specialized released the first ever mass-produced mountain bike – the Stumpjumper. It was a defining moment in mountain biking history. Mike has since became known as one of the founding fathers of mountain biking.
From that day on Specialized have been at the forefront of the bicycle industry with many historical moments.
Specialized are leading innovators in the bicycle industry. Known for manufacturing high-end bikes and out of the box thinking, they are one of the most highly regarded bicycle brands in the world.
In 1998, to honour the contribution Specialized has made to the bicycle industry, Mike Sinyard, founder and owner of Specialized was inducted into the Mountain Bike Hall of Fame.
EMPIRE CYCLES SPONSORED RIDERS
Meet the local W.A riders that are flying the flag for Empire Cycles.
Roly Kyme
Enduro
Gus Kyme
Enduro
Josh Moore
Enduro
Sandy Carlton
All Rounder
Blake Seroka
XC
David Birch
Enduro
Lily Grevett
Enduro
Darren Kinsella
Road
Adam Duckworth
Enduro
Austin Ridley
Enduro
Dylan Fawcett
Enduro
Nic Regan
Enduro & Downhill
Wayne Rogers
Enduro
Roly Kyme – Downhill
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Jimmy Pritchard – Downhill
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Sandy Carlton
All Rounder
I started cycling seriously around 12 years ago, mainly road cycling – where I used to ride from our farm into town and then began cycling in Perth when I was up to see the girls at boarding school. But then I found the passion for MTB and fell in love with it. I recently sold my road bike and bought a gravel bike, possibly the best decision I have made to date, as I tend to enjoy endurance events the most. My next journey will be having a go a cyclocross.
Instagram: @sandy_carlton
DAVE LONG
OWNER
Since the 2000’s, Dave has been part of the bicycle industry and after years of working in various stores and gaining invaluable experience, finally the time came for him to open his very own store – Empire Cycles.
Dave’s approach to his clients are to talk less and listen more and his love for the bicycle industry is clear in his approach and dedication to making every experience at Empire’s unforgettable.
DAVE LONG
OWNER
Dave has been part of the bicycle industry since the early 2000’s. After a decade of working in various stores and gaining invaluable experience, it finally became the time to open his own store – Empire Cycles.
Dave’s approach to his customers are to talk less and listen more. His love for the bicycle industry is clear in his approach and dedication to making every experience at Empire unforgettable.
JARRAD LAWRENCE
WORKSHOP MANAGER AND MECHANIC
When Jarrad first started in the bicycle world it was at Cyclerama in 2004. Over the years Jarrad has worked in a few Perth bike stores and learned the ins and outs of the workshop and showroom floor. Now he is one of the most highly regarded bicycle mechanics in Perth.
With the establishment of Empire Cycles Jarrad was given the opportunity to put together his dream workshop.
Under promising and over delivering is his motto.
JARRAD LAWRENCE
WORKSHOP MANAGER AND MECHANIC
When Jarrad first started in the bicycle world it was at Cyclerama in 2004. Over the years Jarrad has worked in a few Perth bike stores and learned the ins and outs of the workshop and showroom floor. Now he is one of the most highly regarded bicycle mechanics in Perth.
With the establishment of Empire Cycles Jarrad was given the opportunity to put together his dream workshop.
Under promising and over delivering is his motto.
Specialized from the beginning.
In the early 70’s, Mike saw the need for quality bicycle parts in the US market. Being a keen cyclist, he sold his VW van for $1,500 (everything he had at the time) and headed to Europe in search for a quality supplier.
Getting lucky, Mike met Cino Cinelli (founder of Cinellie Bicycles) who agreed to Mike selling his manufactured parts in the US.
Mike returned to California and rode between bike shops selling the high-end components.
It was 1974 when Specialized Bicycle Components was born.
Sales went so well that it wasn’t long before Specialized started manufacturing their own components.
In 1981 Specialized released the first ever mass-produced mountain bike – the Stumpjumper. It was a defining moment in mountain biking history. Mike has since became known as one of the founding fathers of mountain biking.
From that day on Specialized have been at the forefront of the bicycle industry with many historical moments.
Roly Kyme
Enduro
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Gus Kyme
Enduro
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Josh Moore
Enduro
My name is Josh Moore.
I live in the South West of WA. I first started riding at the age of two and have developed a real passion for all things two wheels.
The thing I love most about riding and racing MTB is we get to travel lots and meet new people with similar passions.
I have been riding WAGE since 2017 and am also looking forward to branching out into some XC and DH events.
I am very excited to be part of the Empire Cycles race team and am looking forward to racing in the future.
Instagram: @josh_moore90
Sandy Carlton
All Rounder
I started cycling seriously around 12 years ago, mainly road cycling – where I used to ride from our farm into town and then began cycling in Perth when I was up to see the girls at boarding school. But then I found the passion for MTB and fell in love with it. I recently sold my road bike and bought a gravel bike, possibly the best decision I have made to date, as I tend to enjoy endurance events the most. My next journey will be having a go a cyclocross.
Instagram: @sandy_carlton
Blake Seroka
XC
Blake grew up in Manjimup before moving to Bunbury at the age of 6.
He always had a massive interest in bikes with getting his first motorcycle at the age of 4.
After putting bikes on the back burner for football, it would be 14 years before he would get back on a bike.
The past 4 years he has been competing in the XCO State series, WA ironman 70.3 events, Duathlons and Local bike races.
Stats:
- 2016 – XCO – Sportsmen – State champion and 3rd in the state series.
- 2017 – Ironman WA 70.3 – 4th in Age group.
- 2018 – XCO – B grade – 1st at the Collie state round and 6th in the state series. Ironman Busselton 70.3 – 26th in Age group.
- 2019 – XCO – A grade – Currently sitting inside the top 10. Ironman Busselton 70.3 (team) 23rd out of 123.
Instagram: @blakeseroka
David Birch
Enduro
David Birch 27 years old.
I’ve been racing motocross all my life and just started getting into the mountain bike scene at the end of 2018. I’ve won 5 WA state motocross championships but I’m looking forward to making the move into mountain biking in 2020 to compete in the state rounds and to make it to some nationals.
Instagram: @davidbirch30
Lily Grevett
Enduro
I started riding through tadpoles triathlons when I was 8 and went on to enjoy road riding, tracking cycling, XCO, CX, XCM and most recently Gravity Enduro.
I used to think the colour of the medal was a measure of my success but after 18 months of injuries and illness, I’m just excited to be riding and my greatest pleasure comes from simply enjoying the trails and encouraging other women and girls to get out and ride their bikes!
I am super excited to work with the Empire crew and work towards some new goals and challenges over the coming months.
Instagram: @lily._.grevett
Darren Kinsella
Road
Darren is the name, but everyone calls me Daz or Dazza!
Born and raised in the emerald isle of Ireland, but settled here in Oz now. I love all types of 2 wheel sport.
Raced motox for years as a kid and as an adult and was pretty good but was no K.Roc! (Thats why I have a job) Raced some XC and Downhill when I came to Oz but a bad accident put me off the bike for 6 months and left me with a weak right arm.
Without the strength to race hard offroad I turned to road racing where I’ve had some pretty good results over the years. I still race an odd XC event which are awesome fun but really hard on the body for me. Now that im pushing on in years I’ve hit the masters club racing scene and it’s super competitive and fun. So far I’m having a great year with lots of podiums.
Hopefully I can keep being successful here and it’s great to have the team at Empire Cycles behind me making sure I have the best equipment under me at all times
Instagram: @daz_172
Adam Duckworth
Enduro
Adam Duckworth, 28
Been riding since I was about 10 years old. Building shonky jumps in the back yard and having some decent crashes. I’ve always rode hard tail dirt jumpers with mates pretty much all my life, building dirt jumps in the school holidays and heading to Kalamunda when we could get lifts. Nearly every day I would be riding my pushy.
I got into dirt bikes at about 12 years old and raced MX from when I was about 14 through till about 23, (still riding the hard tails) the year I decided to quit I actually got graded into the pro class. Spewin!
Stoked to be racing again but pedalling! Excited to see where I can go within the state series enduros!
Instagram: @adam_duckworth_
Austin Ridley
Enduro
Hey my name is Austin Ridley and im 19 years of age and race motocross on a local and state level. And for 2019 i am riding for the empire cycles
team. Instagram: @austin.ridley50
Dylan Fawcett
Enduro
I’m originally from the NT but have lived the majority of my life in South West WA. I’ve been riding since I could walk but my obsession for bikes really took off when I took a gap year in Canada after I graduated high school.
Just riding before and after work on some of the best trails in the world really locked me into the sport and drove me to keep riding once I returned home. I started racing the WAGE
Instagram: @dylfawc
Nic Regan
Enduro & Downhill
My name is Nic Regan I’m 14 years old. I started off racing bmx for a year and found that I wanted more than just riding around the same track all the time so I chose MTB instead.
In 2017 I got my first bike which was a giant stance and by the end of the year I upgraded to a Specialized Enduro. After that I started riding a lot more and improved pretty quick.
Happy to be where I am today and hope to keep at it, especially with all the opportunities I’ve been given by Empire Cycles to improve my riding ability and I hope to keep progressing in the future.
Instagram: @nic.regan
Wayne Rogers
Enduro
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