Sophie Carter, Pace Cycles

Sophie as a businesswoman...

There must be easier things you could be doing in the normal 9 to 5 world that would probably pay better. So why do you bother?

As cliche as it is, I just love bikes. I always wanted to work in the bike industry and badgered my parents to give me a job, but they wanted me to work in the 'real World' first. So I got a job selling caravan warehouse space, then satellite insurance. On the side of these jobs, I got qualified as an outdoor instructor and mountain bike guide/instructor and then finally, I then got a job I absolutely loved which was coaching young children for British Cycling...a few years after that Dad finally said yes to me working here at Pace and that was 15 years ago.

What are you proudest of in terms of your work?

Getting Pace on the map with the younger generation. I loved helping set up Sutton Bank Bikes as bike shop/trail centre and getting it on the map for families as a riding destination.

Over time we've developed the site working alongside North York Moors National Park Authority and now have various trails, skills area and pump track.   My favourite part of the Sutton Bank Bikes’ journey is starting what is now the UK’s most successful children’s bike event which we run as a time trial and have over 100 children participating at a time.

Our heritage is really important to Pace and of course it's our main foundation, however moving Pace forward with the times and the next wave of riders like seeing little Jonny riding a Pace RC295 and his Dad on an original Pace RC100 from 38 years ago, as well as watching children do our time trial races from when they started on balance bikes to been teenagers and still riding and loving it; it's pretty cool to see and be a part of that story.

What’s the success that surprised you most?

Buzzing that Pace are still going strong after 38 years! A reet long time is that. I think it shows that customers love our designs, riding our bikes and shows they trust our brand. Which isn't a surprise as such, just more proud we're still around in this big pond.

What’s the funniest screw up?

Putting a bottle cage on my bike upside down. It was 12+ years ago, like to think I've slightly improved since those days...

What do you find hardest?

The number of brands out there now is just wild and keeping up can be tough, the industry keeps us brands on our toes. We're always looking forward and it's fun thinking of new designs that are innovative but keeping 'on brand'. It does come with its challenges and of course Pace is truly independent, so we only have our own backing. We must be 100% sure on a new model before releasing it as we fund it and paying for those molds and material etc is not pennies. With us being one of the smaller brands out there we have to make sure we're bringing the right design to market. Naturally when we do it’s a nerve wrecking time, we love what we design but of course we want others to love them too otherwise what's the point?

Well, that and Winter.

What’s the bit you never get tired of?

Being surrounded by like-minded people. Cyclists in general are really nice, happy folks and to be in the same space as that mentality daily, around people who share the love for bikes is just fun. Especially when we lock up early to go blast some dusty laps on a Summers evening in our back garden, Dalby Forest.

Sophie as a rider...

Uphill or downhill rider / sweater or jumper?

Depends what mood I'm in because some days its downhill laps, long days in the saddle in the middle of nowhere or a XC 3-hour blast from my front door.

Uphill or downhill mentality? E.g. do you tend to make things harder than they have to be (like you dad) or take the easier option

Sorry I follow in my Dad's footsteps and have a habit of not taking the easier option. Anything to stay on the bike a bit longer...

Favourite sort of ride?

That's a tricky one; a social one with pals in the Lake District hiking up a mountain with my bike on my back to be greeted by an amazing view never fails. Since becoming a Mum I really make the most of any spare time I may get. To the point of if I get a few days to myself, I am happiest in the middle of nowhere by myself, with my bike loaded up, just pedaling into the abyss before collapsing in my tent and resting in the quiet for the following days adventure.

It re-sets me and really puts everything into perspective, I go home back to my kids a way better Mum.

Favourite riding destination?

UK? Cairngorms National Park. (ahem apart from Sutton Bank) Further afield? Without doubt, Utah USA.

Favourite bit of clothing?

Socks. The bright variety.

If Polaris could make you a piece of custom kit what would it be?

A cool gilet with a hood and a built in sweet/tool pouch on the back for those summer nights and those rides you don't want to take a bag.

What’s your secret skill?

Haha ermmmm, I have independent movement of all features on my face.

Mastermind specialist subject (non bike)?

Bribing my 5 year old twins.

The future according to Sophie...

Are you looking forward to the next 12 months?

I have a few exciting things coming; I'm looking forward to some new models in the pipeline for Pace and also working on another project to get off the ground which is a children’s pump track for our local community.

Riding wise - I was getting geared up to ride Lands' end to john o'groats this year but having to put it off until 2026 as we have a new member joining our family this Summer, one for next year!

What would you change about mountain biking?

Everything is ebikes right now (I love ebikes btw so don't be giving me any grief!) so it would be nice to see a boom of analog bikes.

What would you change about the bike industry?

More financial support and backing from government bodies for businesses/riders and opportunities for young children to have more riding locations available to them and help with running events for the children.

What gives you the most hope?

That a bright new day will follow the night.