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Retail Stories: Giant Adelaide

Meet Tommy Chapman, Head of Sales

Riding knowledge and confidence at Giant Adelaide’s city cycling hub

Bike shops can feel like a step into unfamiliar territory.

There are rows of bikes, conversations about gear and group rides that seem to disappear down the road faster than expected. For some riders, it’s exciting. For others, it’s a little intimidating.

At Giant Adelaide, Tommy Chapman understands that moment immediately.

“Everyone comes into a bike shop at a different stage of their riding,” Tommy says. “Some people are completely new to it. Others have been riding for years. My job is just to meet them where they are.”

For Tommy, that means listening first, then sharing the right knowledge at the right time.

Tommy Chapman giving cycling technique advice to riders at Giant Adelaide

The Beginning of the Ride

Tommy’s relationship with riding began early.

“I started riding motorbikes when I was four years old,” Tommy says. “Cycling came later, but the feeling of being on two wheels was always there.”

His dad introduced him to two wheels as soon as he could. As a child, riding meant freedom: grabbing a bike, leaving the shed, and heading out to explore.

Today, Tommy describes himself as a multi-discipline rider, with experience across road, cyclocross and mountain biking. He is a former national cyclocross champion and national level road racer, but these days he rides more for “the vibes and the enjoyment” than the pressure of competition.

“Any day I’m on two wheels is a good day,” he says.

Motocross also shaped the way Tommy thinks about riding. Tracks change every time you ride them, weather changes the surface and conditions rarely stay the same for long. That taught him to adapt, but it also taught him respect.

“Knowing a bike can bite back forms a healthy respect for all things two wheels,” he says.

Tommy Chapman riding a motorbike, showcasing his early two-wheel experience

Learning the Bike

Years of racing and training helped Tommy build a deep understanding of the bike. But more importantly, they shaped the way he thinks about improvement.

“I enjoy understanding the bike I’m on,” Tommy says. “Knowing what techniques are needed to ride it to my fullest potential is a big part of it.”

For Tommy, education is not about overloading people with information. It is about helping them understand one or two things that can make riding feel safer, smoother and more enjoyable.

“From a young age I had a high respect for technique and learning the basics to help stay safe,” he says. “Learning how to communicate these techniques to others has been a fun and rewarding journey.”

That idea carries into the retail space. By understanding how someone rides and how they want their bike to perform, Tommy can help connect them with equipment that suits their style.

“I’m a big believer in making sure the rider is on a bike best suited to the style they wish to ride,” he says.

Cycling coach Tommy Chapman helping riders build confidence at Giant Adelaide

Technique Before Speed

Speed and competition might draw attention, but Tommy believes technique is what gives riders control.

“We are the pilot, not the passenger,” he says.

When a rider is cornering, braking or accelerating, their body position matters. Their eyes matter. Their ability to stay calm matters.

One piece of advice comes up again and again.

“Always look ahead,” Tommy says. “The further we look up, the more time we have to make decisions.”

That simple habit gives riders more time to react, helps with balance and can make everything feel slower and calmer.

“The process of building technique can have a result of speed,” Tommy says. “Speed without technique is a dangerous game.”

Friendly staff welcoming customers at Giant Adelaide bike shop

Every Rider Starts Somewhere

Inside the store, Tommy spends much of his time talking with riders about where they are in their journey.

Some know exactly what they’re looking for. Others are still figuring it out. The first step is simple: listen, ask questions and avoid jumping too quickly to an answer.

One customer story stands out. A rider came in nervous about riding on the road and unsure of her own ability. Tommy worked with her on fundamentals, including emergency braking.

“We all talk and learn how to go faster,” he says. “But what if we need to stop?”

Over time, that rider moved from solo rides on closed roads to joining group rides and even starting gravel. Her view of cycling changed completely.

That kind of progress is what Tommy enjoys most.

“Watching their enjoyment increase in real time is the best part,” he says. “Unlocking an aspect of their riding and watching them implement it right away.”

Giant Adelaide staff organising group rides for the local cycling community

Confidence Through Control

For Michael Slater, the owner and director of Giant Adelaide, Tommy’s ability to encourage riders stands out.

“Tommy has this uncanny ability to make people feel taller and bigger rather than smaller,” Michael says.

That encouragement is not just about making people feel good. It comes from giving them practical knowledge they can use.

For Tommy, safe riding is predictable riding: no sudden changes in momentum, no unexpected changes in line and a calm approach to the people around you.

“Smooth is safe and fast,” he says.

Giant Adelaide team members sharing their cycling experience and building community

The Ride Continues

“Cycling is something that grows over time,” Tommy says. “The more you ride, the more it becomes part of your life.”

Inside Giant Adelaide, Tommy sees that journey unfolding every day—riders arriving unsure of what comes next and gradually discovering what riding can become.

Asked to describe riding in one word, Tommy chooses a simple one.

“Free.”

If you’re ever nearby, stop by Giant Adelaide and say hello to Tommy, Michael and the team.

Visit Giant Adelaide store for expert advice on bikes and cycling
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