Montreal agency CloudRaker has partnered with local entrepreneur Shea Mayer to launch the bicycle tour company Fitz and Follwell Co.
Fitz and Follwell, named after two of Mayer’s grandparents, is the rebranded version of the businessman’s Cycle Tours Montreal. The company offers tourists and residents of Montreal two-wheeled tours of the city.
CloudRaker’s contribution to Fitz and Follwell does not include a capital investment, but rather the pro bono offering of its creative services. The agency has created a website, store signage and is also investigating the possibility of developing Fitz and Follwell merchandise.
Christina Brown, vice-president, creative and partner at CloudRaker, said Mayer’s entrepreneurial acumen convinced her firm of the value of the partnership.
“It was more of a gut decision than a hard-business decision, but we just really believed in him and loved the company,” said Brown. “We said, ‘what the hell, we’re a creative agency and we’re independent, and if we can’t explore these kinds of partnerships, why do we do what we do?’”
Brown said she could also envision a connection between Fitz and Follwell and CloudRaker’s other agency business.
“You look at a lot of lifestyle brands that could maybe develop a customized tour of their own,” she said. “If a brand is really connected to parks and the outdoors, for example, we could do a customized tour for them.”
Fitz and Follwell was officially relaunched under its new name this summer.
