MAAP Bike Clothing: The Untold Story Behind Australia's Premium Cycling Brand

Ever wondered how two mates from Melbourne created one of cycling's coolest brands? 🚴‍♂️

Picture this: 2014, a garage in Australia, and two guys with a wild idea. Ollie Cousins and Jarrad Smith weren't just dreaming about making another cycling brand—they wanted to shake up everything about how we think of bike gear.

Fast-forward a decade, and MAAP has become the brand that makes other cyclists do a double-take. You know the feeling when you spot someone in that distinctive kit and think, "Now that looks good"? Yeah, that's MAAP's handiwork.

But here's what makes their story really interesting: they didn't just create clothes. They built something way bigger—a global community of riders who actually get excited about what they're wearing. While other brands focus on specs and stats, MAAP cracked the code on making cycling gear that performs and looks incredible.

Their secret sauce? A relentless focus on getting every detail right. We're talking months of prototyping, countless hours of road testing, and working with fabric experts who know their stuff. The result? Gear that breathes when you need it to, protects when conditions get tough, and looks so good you'll want to wear it off the bike too.

Today, MAAP's LAB (Life Around Bikes) stores are popping up from Europe to Los Angeles, creating spaces where cycling culture comes alive. Coffee, community rides, and some seriously good kit—that's the MAAP way. And the big news? They're stepping into the WorldTour in 2025 as kit partners for Jayco-Alula and Liv-Alula-Jayco.

Ready to discover how two passionate cyclists turned their vision into a global phenomenon? Let's dive into the real story behind Australia's most talked-about cycling brand.

The Founders Behind MAAP

Two guys. One shared obsession. And a friendship that would change Australian cycling forever.

Every great brand starts with great people, and MAAP's story kicks off with Oliver Cousins and Jarrad Smith—two fashion industry veterans who discovered they both had cycling running through their veins.

How Ollie and Jarrad met

Here's the thing about perfect partnerships: they often happen when you least expect them.

"Ollie and I came together at a really unique time," Jarrad explains. "He was fairly new to cycling and hunting around for stuff he liked. I was finishing up racing and training in team kit, so I was looking for something new."

Talk about timing! One guy diving headfirst into the cycling world, another ready to step away from the racing scene. But both bringing serious street cred from over two decades in streetwear and surf culture.

That shared background in fashion? Pure gold. It became the secret ingredient that would eventually cook up one of Australia's most distinctive bike brands.

Their backgrounds in fashion and cycling

Ollie's journey reads like a fashion industry playbook. Design director roles at Stussy, Mambo, Globe—the guy had serious credentials. But his path to two wheels? Pretty relatable, actually.

"I used to ride a motorbike around town and eventually came to the realization that I may as well be getting fit whilst commuting," Cousins recalls. "So I sold the motorbike and bought a fixie."

From fixie to road bike to full-blown cycling passion—we've all been there, right?

Jarrad took a different route entirely. "My path to cycling was through mountain biking. I initially used road riding as a way to keep fit for riding off road," he explains. But here's where it gets interesting: Smith didn't just ride—he raced. Road events, criteriums, even managed a race team and started producing gear in Italy.

His obsession? Creating that pro team look where everyone matches with top-quality kit. You know, that WorldTour vibe that makes you feel like you could take on the peloton.

Perfect combo: Ollie's fresh design perspective meets Jarrad's deep cycling knowledge. Sometimes the best partnerships just click.

What does MAAP mean?

Ready for this? Nobody really knows. And that's exactly how they like it.

The name has been "shrouded in mystery," and honestly, "it can mean anything." Some folks reckon it started as "Melbourne Apparel." Others throw around "Modular Alternate Apparel Project" or "Merging Esthetics and Performance." Customers have even gotten creative with "Middle Aged And Proud."

But here's the brilliant part—MAAP embraces the mystery completely.

"I think when we started the brand it was never about prescribing one look," Cousins explains. "We didn't want people to feel like they had to wear what their mates were wearing, we wanted them to mix and match wherever they wanted because it represents them and their own sense of design."

That flexible approach to their name mirrors everything about their design philosophy. No rules, no boxes, just quality gear that lets you express your own style on the bike.

Pretty smart for a brand that's built its entire identity around letting riders be themselves, wouldn't you say?

The Birth of a Brand

2014. Melbourne. Two guys with a garage and a big dream.

But let's be real—starting a cycling brand isn't all glamorous design meetings and cool photoshoots. MAAP's early days were packed with the usual startup drama: tight budgets, sleepless nights, and those "how are we going to pay for this?" moments that every entrepreneur knows too well.

Why they started MAAP

Here's the thing that drove Ollie and Jarrad: cycling gear just wasn't cool enough.

"We aimed to create high-quality products we want to wear and contribute to the progression of the sport," Ollie explains. Simple as that. They looked around and thought, "Why does performance gear have to look boring?"

Jarrad had already spent a decade deep in the cycling world—racing, managing teams, even producing gear in Italy. His obsession? Creating that pro team look where everyone matched and looked absolutely dialed. Meanwhile, Ollie brought fresh eyes from skate and surf culture, asking questions that industry insiders might have missed.

Their mission became crystal clear: "We set out to merge style and performance for on-bike apparel that we actually wanted to wear." They wanted to show that wearing lycra could be something to be proud of, not hide from.

Early challenges and self-funding

Money matters! And for MAAP, money was tight.

"We have had all the usual struggles you hear from people starting businesses which probably all stems back to funding and cash flow," Smith admits. Every decision—from production schedules to expansion plans—came down to what they could actually afford.

🚨 Reality check: Most cycling brands chase big investors early on. MAAP? They stayed self-funded.

This meant discipline. Lots of it. But it also meant keeping their vision intact without investors breathing down their necks. Jarrad's humble about those garage days: "It's mind-blowing to think I was sitting in my garage, packing bags, sending out socks and bibs, from that to now."

When COVID hit and cycling exploded in popularity, they could have gone crazy with orders. Instead? "We didn't overextend ourselves, order too much that we couldn't pay for," Cousins explains. Smart move that kept them in the game while others struggled.

First product and initial reception

Want to know MAAP's secret weapon? They nailed the basics first.

"In the early days of starting the company, we realized that the first thing we needed was the best bibshorts," Smith explains. Think about it—if your bibs are uncomfortable, you're not coming back for more gear, right?

They went all-in on getting them perfect. Months of testing, tweaking, refining. "We set about building that, and even today, we still use the blueprint of the bibs which we developed 10 years ago," Smith adds. That foundation became their gateway drug—once cyclists felt the quality of those bibs, they wanted everything else MAAP made.

The result? MAAP "skyrocketed in popularity in the cycling world over the years." Bold designs, technical excellence, and some smart partnerships created the buzz that turned a garage operation into a global phenomenon.

From those scrappy beginnings, MAAP proved that passion plus persistence can create something truly special in the cycling world.

Designing for Performance and Style

Here's where MAAP gets really interesting—they cracked a code that most cycling brands still struggle with.

How do you make gear that performs like a race machine but looks so good you'd wear it to grab coffee? Most companies pick a lane. MAAP said "Why not both?" and made it work.

The "No Compromise" Philosophy

"Performance comes first—our products have to be comfortable, functional, and high-performing. But we also wanted to ensure it looked good," explains one of the founders. Simple concept, right? Actually, it's incredibly hard to pull off.

Think about it: most cycling gear either makes you look like a sponsored pro (great performance, questionable street appeal) or focuses on style while forgetting you'll actually be sweating in it. MAAP found that sweet spot where you can hammer out a century ride and still feel confident stopping for lunch afterward.

The Technical Magic Behind the Scenes

Let's get a bit nerdy about what makes MAAP gear special. 🤓

Their jerseys aren't just pretty faces—they feature Italian knitted sleeves with 3D textures that actually work harder than regular fabric [4]. We're talking advanced breathability and moisture management built right into the weave. Plus, they source their materials from those prestigious Italian fabric mills [4] that know a thing or two about making exceptional textiles.

But here's what really sets them apart: mechanical stretch body fabrics that move with you, not against you. Add strategically placed reflective transfers for 360-degree visibility [4], and you've got gear that's thinking three steps ahead.

Science Meets Style

Want to know MAAP's secret weapon? They work with Melbourne sport scientist Ken Ballhause to develop features like ergonomically engineered chamois pads [4]. These aren't just comfortable—they're designed to mirror emerging trends in saddle design, giving you optimal comfort for those long adventures [4].

Their development process is thorough: extensive prototyping, real-world road testing, and scientific analysis of everything from breathability to sun protection [4]. No detail gets overlooked.

The Products That Started It All

Bib Shorts: Still the cornerstone of their collection. The Team Bib Evo features their proprietary 3D Thermo Molded chamois with a pressure-relieving central channel and breathable perforations [6]. Translation? Your backside will thank you on long rides.

Base Layers: Crafted with ultra-soft merino wool and Polartec® Power Wool for advanced thermoregulation [7]. They feel luxurious but work incredibly hard when you need them to.

Jerseys: Ultra-light Italian materials that contour to your body for a classic aero fit [8]. Think of them as a second skin that actually improves your riding.

The result? MAAP proved that technical excellence and killer looks aren't mutually exclusive—they're exactly what modern cycling needs.

Building a Global Cycling Community

Here's the thing about MAAP—they figured out something most brands miss completely. Making great gear is just the starting line. The real magic happens when you bring people together who share that same love for cycling.

What started as two mates with a vision has grown into something much bigger: a global family of riders who genuinely care about each other's journeys on and off the bike.

The role of LAB stores and local events

Walk into any MAAP LAB (Life Around Bikes) store, and you'll quickly realize this isn't your typical retail experience. These spaces pulse with cycling culture—think great coffee, local brews, shared stories, community events and group rides [9]. The flagship in Melbourne's Collingwood district set the tone, but the concept has spread its wings globally.

Berlin cyclists know the feeling. Soon, Los Angeles riders will too, where they'll be able to immerse themselves in the full LaB experience with exclusive kit drops, curated weekly rides, and exciting events featuring special guests [10]. Each location becomes a local hub where strangers become riding buddies and coffee conversations turn into weekend adventure plans.

Ambassador programs and grassroots support

Forget follower counts and vanity metrics. MAAP's approach to ambassadors is refreshingly human. There's no one true ambassador, it's dependent on the region, but we like to pick riders who are really inclusive and want to support the brand [11].

This creates something beautiful—micro-communities where like-minded cyclists find their tribe. Take their Radical Women of Cycling program, which partners with The Cyclists' Alliance to empower female riders and support them at every stage of their careers [12]. It's not just about selling more jerseys; it's about making cycling a welcoming space for everyone.

In the Field ride series and community rides

The MAAP In the Field series perfectly captures what this brand is really about—bringing together committed crews of people from across the globe to ride, take on imposing terrain, and create new relationships [13]. These aren't just photo ops; they're genuine experiences that forge lasting connections.

Back home at the LAB stores, the calendar stays busy with rides for every vibe. Thursday mornings bring the casual MAAPaccino crowd together. The WOMXNS rides happen every fortnight, creating a supportive space for female cyclists. Weekends mean mixed-terrain adventures where road meets gravel [9].

Even when you can't make it out physically, the community extends online. Weekly Zwift rides let you join the MAAP crew at a comfortable pace while unlocking exclusive MAAP kit [14]. Because sometimes the best rides happen when you're connecting with fellow cyclists, whether they're down the street or across the world.

From Boutique to WorldTour

"It's going into the WorldTour not just to have a team, but to try to make the WorldTour a bit more like the way we see cycling and encourage people to watch it. Maybe it can make it cooler and more approachable for people." — Jarrad Smith, Co-founder of MAAP cycling apparel brand

Ten years later, and MAAP just landed the deal that changes everything.

2025 marks the moment when that garage startup officially enters the UCI WorldTour for the first time. We're talking about the biggest stage in professional cycling—where legends are made and brands prove their worth.

Sponsoring pro teams like Jayco-Alula

After supporting smaller teams like Trinity Racing and Lifeplus-Wahoo, MAAP scored the partnership they'd been dreaming about: a multi-year deal with GreenEDGE Cycling's powerhouse teams—Jayco-AlUla and Liv-AlUla-Jayco.

"Since founding MAAP a decade ago, partnering with GreenEDGE has been a long-held dream of ours," Smith explains. But here's the thing—this wasn't just a calculated business move.

"You could probably look at it objectively and say there's better ways to spend that money if you're talking about growing a business. But Jarrad and I are just passionate about the sport," Cousins admits with refreshing honesty.

Their mission goes deeper than slapping logos on jerseys. They want to shake up the WorldTour itself—make it "cooler and more approachable for people." Classic MAAP thinking: why just join the game when you can change it?

Expanding into lifestyle and casual wear

While chasing WorldTour dreams, MAAP's been quietly expanding their playbook. These days, their range includes casual wear and Alt-Road kit—because not every ride needs to be a race simulation.

"We have adapted our kit so you can just wear a t-shirt with bib shorts, for example, by adding pockets to the shorts," Smith explains. Smart move, considering today's cycling crowd.

"Now, there's just an influx of new people to the sport who probably didn't grow up watching the Tour de France," notes Cousins. These fresh faces want performance gear that doesn't scream "serious cyclist only." They want options that work for coffee rides, weekend adventures, and everything in between.

Vision for MAAP as a global lifestyle brand

The founders aren't content with just being Australia's coolest cycling brand. "We're not just trying to build a cycling brand, we want to build a global brand," they state matter-of-factly.

Their blueprint includes expanding their retail presence through more LAB stores globally and building a complete off-bike collection. Think bigger than bike shorts—think lifestyle brand that happens to love cycling.

The long game? "If you look further into the future, we want to create an enduring brand that is flourishing beyond us. Brands like Patagonia or North Face, there's plenty of examples of brands that are 50 or 60 years old and still popular," Smith reflects.

That's the vision: building something that outlasts its founders while staying true to what made it special in the first place. Not bad for two guys who started in a garage, right?

Conclusion

From garage startup to WorldTour partner—now that's a story worth telling! 🎉

MAAP's decade-long journey proves something important: when you combine genuine passion with relentless attention to detail, magic happens. These two Melbourne mates didn't just create another cycling brand—they built something that makes cyclists actually excited about their gear.

Key takeaway: MAAP succeeded because they refused to choose between looking good and performing well. While other brands focused on either esthetics or function, MAAP said "why not both?" and made it work beautifully.

Their approach to community-building deserves special mention. LAB stores, group rides, ambassador programs—they understood early that cycling is about connection, not just competition. That philosophy carried them from supporting grassroots teams to outfitting WorldTour pros.

What's next? MAAP's vision extends way beyond cycling kit. They're eyeing the kind of legacy that brands like Patagonia have built—timeless, authentic, and globally respected. With their track record of turning bold ideas into reality, don't bet against them.

The real lesson here? Australian brands can absolutely compete on the world stage when they stay true to their values while pushing boundaries. MAAP mapped out a path where performance and style ride hand in hand, and cycling culture is better for it.

So whether you're rocking their kit on weekend group rides or just admiring their WorldTour presence, remember—you're witnessing what happens when two passionate cyclists decide to change the game. And trust us, they're just getting started! 🚴‍♂️

FAQs

Q1. Is MAAP an Australian cycling brand? Yes, MAAP is an Australian cycling apparel brand founded in Melbourne in 2014. It has gained global recognition for its innovative designs that blend performance with style.

Q2. What is the meaning behind the name MAAP? The exact meaning of MAAP is intentionally ambiguous. While some suggest it could stand for "Melbourne Apparel," the company embraces the mystery, allowing it to mean different things to different people.

Q3. Who are the founders of MAAP? MAAP was co-founded by Ollie Cousins and Jarrad Smith. They combined their backgrounds in fashion design and cycling to create a unique brand in the cycling apparel market.

Q4. Where is MAAP cycling clothing manufactured? While MAAP is based in Australia, much of their cycling apparel is produced in Italy. The brand sources premium textiles from renowned global suppliers, particularly prestigious Italian fabric mills.

Q5. How does MAAP contribute to the cycling community? MAAP fosters a global cycling community through various initiatives. These include their LAB (Life Around Bikes) concept stores, ambassador programs, community rides, and sponsorship of professional cycling teams like Jayco-AlUla.

References

[1] - https://www.rouleur.cc/en-us/blogs/desire-journal/precision-in-every-stitch-maap-s-new-road-collection-elevates-performance-and-esthetics-for-everyone?srsltid=AfmBOorOOWWwH2gbD17CEtpDGOemtMyIzn3Szhtvyk8vSu__9eBvdsmM
[2] - https://kitathletic.cc/blogs/news/unveiling-the-origins-of-maap-cycling-apparel
[3] - https://maap.cc/us/collections/on-bike-man
[4] - https://lamontmag.com/maap-breaking-away-from-the-pack/
[5] - https://www.sigmasports.com/hub/stories/beyond-the-bicycle-the-men-behind-maap
[6] - https://maap.cc/us/products/team-bib-evo-bronze-shadow
[7] - https://maap.cc/us/collections/cycling-base-layers
[8] - https://maap.cc/us/collections/cycling-jerseys
[9] - https://maap.cc/us/pages/maap-lab
[10] - https://maap.cc/us/lab-los-angeles
[11] - https://www.rouleur.cc/en-us/blogs/the-rouleur-journal/from-melbourne-to-the-worldtour-how-maap-s-founders-are-making-cycling-as-cool-as-it-can-be?srsltid=AfmBOopnA0b9Ey-smovr6Ml9jLI0ZFBEINrI92uunXaCHXskbdriu11T
[12] - https://maap.cc/us/radical-women-of-cycling
[13] - https://maap.cc/stories/in-the-field-part-1
[14] - https://www.zwift.com/events/view/5002331