Element Cycling & Multisport Ltd

The triathlon is a lifestyle sport. The amount of training needed to do a full Ironman is a commitment that tests your body’s limits. It is also a sport that requires high-tech equipment, and if you’re investing that kind of time and energy you want a store that knows exactly what you are going through. That was what Cam Mackenzie and Elise Gaudet were thinking when they opened Element Cycling & Multisport in 2007. Both have been competitive triathletes since the early '90s and bring that expertise to the products they sell, making them kindred spirits for their athletic customers. “When customers come in we know if they have a question we'll have the answer, or we can find it,” says Elise, “because that’s the life we live.”

Triathlon is a specialty sport and Element Cycling & Multisport fills a niche that big box sports stores and online shopping can’t. “Even in the world of increasing online sales, people need to actually see this type of clothing. They need to touch it and try it on to make sure it’s right,” says Elise. “The bikes have to be precisely fitted. We are unique.”