About Us

Don't Just Ride Your Bike, Understand It.

Attune was founded by a pair of career mechanics who believe that cyclists deserve more from their bike shop than products. Although they had built a regional reputation for solving the most esoteric bike issues, the guys still couldn't believe that riders on bikes with prices comparable to automobiles haven't been introduced to their bikes in a manner that positioned them to fully enjoy and maintain their rides. This often leads to frustration and burnout with the sport, as well as significant expenses when they haven't been educated on the way their bike worked or the effect of different forms of treatment. Not only is a a(t)tune something any quality bicycle requires regularly - it is equally important to us that you have the resources necessary to elevate your awareness of your bicycle - because only a harmonized rider and machine can be considered "attuned".

Co-Founder

Jesse

A Toronto native, Jesse has been working in the cycling industry for about 17 years. Most of that time has been spent working in small family-owned shops where he has helped several service teams build reputations for excellence. These workshops stand testament to his legacy long after his tenure.

While widely regarded as a true Master Mechanic, he particularly enjoys the unique and unusual problems bicycles of all types present. This is due in part to his involvement in other hobbies, like small engine repair, and custom wiring/performance parts for motorcycles, trucks and cars. "I love to work on anything with wheels, and if it can be made to go faster I’m usually the one to ask."

Many riders in Toronto have heard of Jesse before meeting him, whether from the myriad bikes he has produced: for testing by major cycling publications, hand-built shows (NAHBS etc), or races - where they have been ridden by Provincial and National Champions in the UCI/OCA. He's also got quite a reputation for experience with nearly every custom frame-maker under the sun. As a result he's had the opportunity to meet many living legends of the cycling industry and has the stories to prove it!

In his spare time he enjoys camping and hiking with friends and family, and tries to sleep outside at least once a month. He's most thankful for "a lot of great friends over the years who I still keep in contact with, and always enjoy meeting new people through the cycling community."

"I look forward to meeting you, and discussing how we can work together to improve your bike's performance!" - J.

Co-Founder

Ben

Born in Kingston, Ben met Jesse while working at a Toronto shop as he finished up his Master's degree. Prior to Attune, Ben spent over a decade working in well-known shops everywhere from Prince Edward County to Vancouver.

While he will be the first to tell you that the only way to truly train as a mechanic is to work in a busy shop, Ben has been certified as a professional mechanic by Trek Certified Service and Winterbourne Bicycle Academy among others. He hopes to continue his bike education with future studies in bike-fitting and UCI racing.

As a result of his country-wide career Ben is intimately familiar with just about every major bike brand. No matter what you are currently riding, if they are sold in Canada Ben has likely built, sold, and repaired countless versions of your bike. Trusted by Olympians, pro's, and Master's world champions, Ben brings the same level of care to every bike he touches.

Outside the shop (and often within it) Ben is always looking for dogs to foster/borrow so he doesn't have to pick just one. Ultra-competitive, Ben has played just about every sport except hockey - he pivoted to cycling when searching for a replacement for his constant involvement with team sports growing up.

"Ask as many questions as you like, you never know what you don't know - it's what we're here for!" - B.