About Alison Testroete, Entrepreneur, Athlete & Writer

The more you become who you are, the more the world will smile with you.

Hey, I’m Alison — entrepreneur, former professional cyclist, and big believer in the possibility of improbable dreams. I help people like you make relentless, magical ideas happen.

I never pictured myself as a business owner. Yet, through sport and pursuing a multitude of seemingly unrelated interests, I’ve amassed what I’d always thought of as a random and useless set of skills — none of which fit into a traditional job description (or any description at all). That’s when I understood I needed a unique way to channel my strengths and experience — especially if I wanted my efforts to matter.

How did I get started on this path? I’m so glad you asked.

After discovering Italy as an athlete, I did what nobody thought I should do and moved from Canada with a one-way flight, a suitcase and my bike. I fell in love with the boundless beauty, exploring new regions and an infinite sense of freedom. Pursuing these spontaneous interests and curiosities formed the foundation of my travel company, Lucca Cycling Club.

I can tell you wholeheartedly that there’s no better feeling or sense of accomplishment than sharing what you excel at. I believe when you uncover what makes you remarkably YOU — your personality, talents, obsessions, endearing quirks and idiosyncratic range of know-how — you’ll prosper in today’s modern world.

From the rush of pro cycling, to AutoCADing from 9-5, to living la vita Lucca, to decoding Italian textbooks, to slowly building my enterprises, I’m proof that head-starts are overrated and creative experimentation is a source of power.

Here’s what I've learned: Some of your greatest assets are qualities like...

Resourcefulness

Joy

Honesty

Hard Work

Creativity

No matter how insurmountable your ideas may seem, there are more ways than ever to get there.

This is coming from someone with the audacity to enroll in (and graduate from) a degree program taught in a new foreign language. Yes, planning is important, yet I believe good things come to those who take action (not those who wait).

Along with a stubborn work ethic and a healthy dose of humility, this perspective has led to some wonderful milestones, including:

Photo by Brian Hodes
Photo by Brian Hodes

Canadian National Champion

Three months after resigning from my architecture job, I won the Canadian National Road Championships — the most recognized result of my athletic career.

Beyond this eclectic ensemble of life experiences, I continue to expand my own ideas about what it means to live a bigger, more creative and amplified life. I’m also more excited than ever about what’s possible for who you can be and what you can achieve.

I don’t know your specific superpowers, your aspirations, your calling, or your mission. But since you’re here, I do know you’re on the hunt for a purposeful life, an enchanting life, a life that calls to your heart and brings you joy.

Through my online program, cycling experiences and evolving work, I’m committed to helping you ignite your own ideas, to tap a well of creativity, bravery and resourcefulness and realize the vastness of your capacities.

Thank you for swinging by my corner of the web. Now that we've met, I’d love to keep in touch and the best way to do that is by joining my insider mailing list — just enter your name and email address here.

With all my warmth and enthusiasm,

Through my online program, cycling experiences and evolving work, I’m committed to helping you ignite your own ideas, to tap a well of creativity, bravery and resourcefulness and realize the vastness of your capacities.

Thank you for swinging by my corner of the web. Now that we've met, I’d love to keep in touch and the best way to do that is to join my insider mailing list — just enter your name and email address here.

With all my warmth and enthusiasm,

alison signature

How to Dream Big and Succeed

Even if it seems ludicrous and people doubt you can do it.