Gearing up for growth: How 99 Bikes is investing in young talent

For 99 Bikes, the road to stronger teams and better growth started with a rethink of their talent acquisition process. Through a small, strategic pilot with SVA’s Employer Innovation Lab, the business shifted from transactional recruitment. It also uncovered new value, like stronger teams, better retention and a pathway to increase female hires in a male-dominated industry.

We now know that investing in this type of work saves us money. It builds stronger teams, improves efficiency, and helps us grow the business in a more sustainable way.” Michelle Mordike • B Corp Leader Pedal Group

Building a pilot from strong foundations

99 Bikes started as a small venture in Milton, Queensland, with an original store that could only fit 99 bicycles. Over time, it has grown into Australia’s largest bike retailer, expanding into New Zealand in 2020 and the United Kingdom in 2022. Today, 99 Bikes operates 65 stores and employs over 800 people. In 2024, the company became an accredited BCorp, deepening its commitment to responsible and sustainable business practices.

When the team joined the Employer Innovation Lab, they were clear about the challenge: internally, they had strong support systems and career pathways. But their existing hiring practices were attracting young people who saw the work as temporary – often an option while they studied. The company wasn’t reaping the full benefit of their investment in careers. They were also attracting predominantly young men. Breaking down those assumptions was a key aim of the pilot.

Project R.I.D.E. launched in Western Sydney’s Penrith store as a structured attempt to rework attraction, recruitment, and onboarding processes – looking specifically to engage young people facing disadvantage. The experience opened the door to a bigger shift across the business, with lessons now shaping their future workforce strategy.

The pilot focused on making career opportunities visible and accessible and shifting the perception of a ‘casual job’. The first adjustments included updates to job ads and investing in building partnerships with community partners in the area.

We had no idea we had people down the street who could help us. Building relationships with youth consultants and community organisations gave our business better insight into candidate needs and opened new pathways for hiring. ” Michelle Mordike • B Corp Leader Pedal Group

Recruitment moved beyond traditional job boards, recognising that not all young people use the same channels and information sessions were designed to focus on transparency about pay, progression, and work culture.

Partnering with local employment service and attending job fairs gave 99 Bikes a way to build new relationships that opened recruitment pathways and deepened the understanding of young people’s needs.

When they hosted their first group information day as part of the pilot, demand was so high that there weren’t enough chairs. From that full room, thirteen young people attended store visits, and two were hired – both of whom are still employed today.

The pilot involved a full rethink of how attraction, recruitment and onboarding were done:

• Open days and group sessions replaced individual interviews, giving young people a real sense of the workplace.
• Opening up the process created interest from who might not have considered applying – including young women.
• Information sessions included transparency about pay, career progression, and the realities of the job.
• Recruitment moved beyond job boards, recognising that not every young person uses the same channels.

Lessons learned and looking ahead

Even though the pilot was small, it successfully demonstrated an approach that will make a long-term impact on the gender and age diversity of 99 Bikes’ workforce. It challenged the thinking of existing employees and gave the business the opportunity to pause, step outside their usual systems, and think differently about recruitment, leadership, and culture.

Recruiting through community partners has provided access to applicants who want to build a career with the business.

Running focus groups with young employees and speaking to youth consultants revealed blind spots and opened new conversations about inclusion.

The lessons from the pilot are now embedded in the company’s broader ESG planning, with a second pilot set to launch in Newcastle in 2025.

The new pilot will run across more stores and involve different team leaders to test and strengthen the model. Long term, 99 Bikes aims to embed inclusive recruitment and career development nationally.

The pilot gave us the space and time to step outside the norm, rethink how we recruit, and build something that supports long-term careers. It made us stop, reflect, and understand what needs to change—not just for this pilot, but for our business moving forward.” Michelle Mordike • B Corp Leader Pedal Group

Key takeaways for employers