Before bicycles, there were boutique hotels. Georgienne Lee, 33, the founder of homegrown cycling-lifestyle brand Journ, once spent her days advising clients in the hospitality industry – a role she thoroughly enjoyed.
“I was helping clients figure out how to build their non-existent hotels,” she recalls. “I even wanted to start my own wellness boutique resort in Bali, but the numbers didn’t work out. [If I wasn’t running Journ today], I’d still be in hospitality.”
But life had other plans. When the pandemic hit, and her regular tennis sessions and travel had to be shelved, Lee, like so many of us, stumbled into a new fitness obsession. “Prior to COVID, I actually didn’t know how to cycle at all. I couldn’t balance on a bike.”
One afternoon, frustrated by COVID restrictions, she drove to Marina Bay Sands, downloaded the now-defunct, bike sharing SG Bike app, rented a bike, and decided that that day would be the day. “I was initially struggling, but within an hour I somehow got it. And then I was hooked.”
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- THE COMMUNITY SPARK
- PEDALING THROUGH THE HIGHS – AND BURNOUT
- A BRAND BUILT BY ITS PEOPLE
- THE ROAD AHEAD
The Community Spark
What began as a personal challenge soon grew into something much bigger. She took part in group rides organised by brands like Rapha and was later introduced to people she never would have crossed paths with otherwise.
“There was a sense of freedom, a sense of adventure, of exploring. My friends came from all walks of life, and ranged from their twenties to their fifties, but we all got along fine. We talked about cycling, but also about movies, food, photography, watches.”
Cycling gave her a community, and that community became the seed for Journ. Inspired by the community-centric nature of Rapha as much as by her own frustrations with the insular nature of cycling fashion, Lee yearned to create a brand that went beyond jerseys and bibs.
Outfit by Onitsuka Tiger
“I wanted a space where everyone could gather together. A lot of global brands launch female collections as just a skimmed-down version of the men’s. I felt something was missing: Ease, inclusivity, lifestyle.”
She initially started Journ in 2021 as a side hustle/passion project – sourcing suppliers, doing prototyping – but eventually quit her day job to focus on it full-time. She launched Journ in April 2024.
- THE COMMUNITY SPARK
- PEDALING THROUGH THE HIGHS – AND BURNOUT
- A BRAND BUILT BY ITS PEOPLE
- THE ROAD AHEAD
Pedaling Through the Highs – and Burnout
The launch was bigger than she expected. Journ grew quickly, expanding to three countries in its first year. The momentum was exhilarating, but also exhausting. “By November [2024], I was so tired. I didn’t expect it to kick off like that. I was constantly in overdrive, working non-stop, neglecting my own cycling. I felt burnt out.”
Lee leaned on mentors like Leon Foo, the founder of PPP Coffee, and found solace in their advice: Take care of yourself if you want to take care of your business. “Now I ride about five times a week – indoors on my trainer with Netflix or a podcast, outdoors on weekends. Being active helps me carve out meditative me-time.”
For Lee, inspiration often strikes when she’s travelling. “Whenever I go overseas, I do mountain rides. You’re surrounded by greenery, climbing at your own pace, and that’s where I think best. Ideas just come.”
Thailand remains a firm favourite, particularly the northern regions around Chiang Mai and Chiang Rai. There, local friends take her off the beaten path, through “random” paddyfields and other rural areas.
(Related: Soft Power - Shaping the Singapore of tomorrow with MORNING's Leon Foo)
- THE COMMUNITY SPARK
- PEDALING THROUGH THE HIGHS – AND BURNOUT
- A BRAND BUILT BY ITS PEOPLE
- THE ROAD AHEAD
A Brand Built by its People
Journ is the product of collaborations and creative partnerships, where Lee works closely with Singapore agency Do Not Design.
While Lee is a sole proprietor, Journ isn’t a solo pursuit; it’s the product of collaborations and creative partnerships. She works closely with Singapore agency Do Not Design, which shapes most of the collection. “I’d say 90 percent of the collection is designed by them,” she says.
Community is Journ’s defining feature. Prototypes are tested by friends; events are powered by volunteers. “I rely a lot on friends. They help with inventory, packing, even testing products. They’re very supportive, and I don’t want to disappoint them.”
Consequently, community rides are central to the brand’s identity. “It’s very important for me that our rides are no-drop rides. We follow the slowest rider – we won’t leave anyone behind.” She organises at least one ride per quarter, with pace groups for both faster (30-32kmh) and slower (24-25kmh) riders.
Lee also plans to develop a running line and has her eye on expanding into Europe and North America. But for now, she’s squarely focused on Asia.
Her proudest moment so far came in Bangkok, where Journ hosted its first overseas ride together with her retail partners. “I didn’t expect more than 50 people to show up. Riding through Bangkok traffic and the old town – it was so well organised. People told me it was the best community ride [they’d been to]. It was so memorable.”
Lee also finds grounding in her closest circle of cycling friends. “They keep me grounded. Off the bike, they’re the ones who remind me to take care of myself.”
- THE COMMUNITY SPARK
- PEDALING THROUGH THE HIGHS – AND BURNOUT
- A BRAND BUILT BY ITS PEOPLE
- THE ROAD AHEAD
The Road Ahead
For Lee, passion is what drives everything. “I really enjoy the process. Even with the mishaps of COVID and supply chain delays, I felt motivated and passionate about what I was doing.”
Music helps too – she listens to Coldplay during interval sessions, calming tracks on long rides. Her guilty post-ride indulgence? “Taro ice cream.” Dream riding destination? “Italy, the Dolomites.”
But passion, while energising, can also be consuming. Journ’s first year of operations taught her that you can love what you do, but still burn out. Meeting new people keeps her going. Every time someone shows up at a community event, whether in Singapore or overseas, she’s reminded of why she started.
Outfit by Onitsuka Tiger
Journ’s ambitions don’t stop at cycling. In the next five years, Lee plans to develop a running line and has her eye on expanding into Europe and North America. But for now, she’s squarely focused on Asia, be it a pop-up in the Philippines or South Korea, or a community ride in Thailand.
And if she could ride with anyone, alive or dead? “Steve Jobs. I admire his vision. I never understood why he wore the same outfit every day until I started this business. Now I get it – I don’t have time to coordinate my outfits!”
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