About Me

Hi, i'm Steve or Swannie, as I'm known to friends and family. I am the Founder of Switchback Collective and the creator of all the prints, mugs and apparel that I sell.

I am married with 3 children and both myself and my wife cycle a lot and have even taken part in some Triathlons and Duathlons over the years. I first had a love for cycling from my dad, he was a firefighter and always cycled to work. He had a Raleigh road bike, it was black and gold and made from Reynolds 501 tubing,I thought it was the most beautiful thing I had ever seen. 

My first road bike was a grey Focus, I loved this bike and it stayed with me for many years. My parents even bought me a Z team top and some black cycling shorts to go with it. Why the Z team top I hear you say? well, it was all down to a young American called Greg Lemond and watching him win the Tour de France. He is still one of my heroes today and even sent me a lovely message wishing me luck for my Switchback Collective adventure. 

Now, this is where it gets interesting. I have worked as a Creative Director for many years in Design and Advertising agencies, developing strategies for many big clients such Diesel, FA Premier League, and Playstation to name but a few. Just over 2 years ago, I decided to go back to my design/brand and marketing routes and combine them with my passion for cycling, and the nostalgia of cycling through the year and to the present day.

“So who have you created prints for?” I hear you ask. Well in the past year and a half, I’ve created prints for:

Fabian Cancellara aka Spartacus
Claudio Chiappucci aka El Diablo
Elinor Barker (Team GB and World Champion)
Katie Archibald (Team GB)
Sophie Capewell (Team GB)
Harry Tanfield (Team Qhubeka Assos)
Elia Viviani (Team Cofidis)
Norma Gimondi (Felice Gimondi’s Daughter)
Joanne Simpson (Tom Simpsons Daughter)
Geraint Thomas (INEOs Grenadiers)

Creating a collection of prints for Fabian Cancellara was a dream come true. Getting a direct message via Instagram from him asking to collaborate was one of the most surreal things to ever happen since setting up the business.

Fabian and his team have been a joy to work with.

Anyway, enough rambling from me and I hope you enjoy my products and content on my social media channels.