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UnderGround Cycling Journal

As a bushy-tailed start-up, it would have been an ill-advised display of hubris to envisage negotiating a quarter century in business with our sanity, passion and friendships intact. Yet we arrive at that milestone this month - 25 years since our first catalogue hit the streets, err mailboxes, in 1994.

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The Best Work 'Do' Ever

The Christchurch Press

This time the plan was for a simple work birthday: "Would I guide his entire crew of colleagues on a four-day trip to the upper Tasman glacier?"

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Eco-Friendly Ground Effect

The Christchurch Press

Sustainable business practice has been at the heart of Christchurch cycle clothing manufacturer Ground Effect for almost 20 years.

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The Full Cycle

Avenues Magazine

Imagine a work place where overtime was frowned upon, birthdays were holidays and there was still a budget for community feel good stuff.

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Traversing the Red Tape

Australian Mountain Bike

He has been the land access campaigner for MTBNZ (NZ's national body) for over a decade, in particular the fight for mountain bikes on selected tracks in National Parks.

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UnderGround Turns 50

UnderGround Cycling Journal

Jubilees go hand in hand with the Queen and boy scouts - no, hang on a tick, that would be jamborees.

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Annual Marketing Awards

The Christchurch Press

First is local company Ground Effect who really bring their products alive.

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On the Merino Trail

Countrywide Rural Newspaper

Today the Ground Effect label is ubiquitous. There would not be too many aficionados of the sport in this country who would not own a piece of Ground Effect clothing.

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Ground Effect Balances Creativity and Discipline

The Chrsitchurch Press

From a humble old building on Christchurch's Bedford Row, cycle clothing company Ground Effect have built a stellar brand.

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Cool Companies: from the Ground Up

Unlimited Magazine

The shabby wooden front door to Ground Effect's headquarters isn't quite what you expect of a brand that's built a cult following among Kiwi mountain bikers.

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Inside the Politburo of the Cycling Revolution

Spoke Magazine

Guy Wynn-Williams, Steve van Dorsser and Fraser McLachlan have a passion for cycling, travelling, climbing, skiing and tramping.

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A Passion for Life

A Passion for Life Book

Disillusioned with traditional business, Guy Wynn-Williams, Fraser Mclachlan and Steve van Dorsser came to the conclusion that there must be a better way.

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