How Loaf Started

In 2023, I quit my tech startup and cycled 14,000 km solo from London to Bangkok. Eighteen months, seventeen countries, and plenty of time to think.

Along the way, I met the same person in different bodies: climbers, ultra-runners, cyclists, ski mountaineers — athletes who'd built incredible communities around what they do, but had no way to share what they really know.

Now, of course, they could type a post or record a podcast.

But sharing the real thing?

The week in the mountains? The thrill of the ascent? The lessons that only come from being out there, together? It was difficult for them.

Meanwhile, their community wanted exactly that — the joy that comes from doing difficult things — but nobody was making it happen.

This observation became a  question I couldn't stop asking as my pedals turned:

What if there was an organisation that let athletes do what they do best: lead people into the wild?
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That question became a Loaf, and we're just getting started.

Hector Alexander, Founder