Since 2001, Rotorua-based distributor Wide Open has quietly helped shape New Zealand’s cycling industry, connecting global brands with national retailers, supporting emerging athletes and growing alongside the country’s now globally renowned mountain biking culture.
Founded by Matt Whitaker after returning from the United States, where he worked as a mechanic for a professional downhill mountain biking team, Wide Open’s beginning, like many Kiwi businesses, was humble. Matt started importing ODI grips into Aotearoa from his garage in Wellington, identifying an opportunity to bring the premium cycling products he had seen in the States to national riders. As demand increased, he and wife Alice slowly but surely expanded the business, eventually taking the leap from paid employment to focus on Wide Open full-time.
As Aotearoa’s mountain biking scene gained momentum, Rotorua began to stand out as the country’s mountain biking mecca. Drawn by the regions’ growing reputation, proximity to family and the opportunity to secure more space, Matt and Alice relocated the business to Rotorua. What started in a large shed on a semi-rural property later moved to commercial premises on Ti Street before reaching a significant milestone in 2020 with the completion of Wide Open’s purpose-built headquarters on Te Ngae Road.
“It was one of the biggest milestones,” says Matt. “Having a dedicated facility designed around the business gave us a platform to keep growing and investing in the future.”
Today, Wide Open distributes 28 cycling brands throughout New Zealand and employs a team of eight. Over the years, the company has secured partnerships with many category-leading international brands, helped by the credibility that Aotearoa offers in the global mountain biking market.
“While New Zealand might be a relatively small market on the world stage, brands want to see their products being used in our epic natural landscapes,” says Matt. “We photograph their product all over the country but being based in Rotorua gives us immediate access to Whakarewarewa Forest, one of the world’s great riding destinations.”
That location advantage has become a valuable business asset. Rotorua’s trail network provides opportunities for product testing, customer engagement and brand experiences, while cycling events have allowed Wide Open to host dealer meetings, showcase products and strengthen industry relationships.
While the cycling industry has changed dramatically over the past quarter century, Wide Open has evolved alongside it. From manually packing orders in a living room and garage, the business now operates sophisticated inventory management systems, digital warehouse picking technology and a comprehensive B2B platform.
Wide Open is focused on supporting retailers through streamlined ordering systems and drop-shipping services. It is a decision that reflects the company’s long-standing belief that strong relationships remain one of its most valuable assets.
Those relationships have helped Wide Open navigate everything from global supply chain disruptions and lockdowns to industry oversupply and wider economic challenges. Throughout changing market conditions, the business has maintained a steady and considered approach to growth.
“Growth has never been for growth’s sake,” says Matt. “It’s about identifying good opportunities and building on them sustainably.”
Another defining feature of Wide Open’s story has been its commitment to supporting emerging riders, something that is unique to the cycling distribution model in New Zealand. From the start, Wide Open has invested in young New Zealand talent, identifying a role to play in bridging the gap between domestic competition and international opportunities.
The connection between athlete development and business growth has always been about more than marketing. Supporting riders has helped connect New Zealand’s cycling community with the global mountain biking scene while providing international brands with authentic exposure in the local market.
The company has also invested in building its own brand alongside the international products it distributes. While the strategy wasn’t to start a retail brand, Matt and Alice are now seeing both elite athletes and everyday riders embrace the Wide Open name around the world which is an unexpected outcome they are both proud of.
Twenty-five years after that first shipment of ODI grips arrived in Aotearoa, Matt and Alice remain true to the values that have guided Wide Open from the beginning, quietly optimistic and confident about the future. With cycling and mountain biking now firmly in the mainstream, they see continued opportunities for steady, sustainable growth. As new technologies emerge, Wide Open will adopt them where they add value, improving systems and processes and creating capacity to introduce new brands into the Wide Open fold.
For Rotorua, Wide Open’s journey reflects the city’s evolution into a world-class mountain biking destination. For New Zealand business leaders, it is a reminder that enduring success is often built not through rapid expansion, but through strong relationships, steady growth and a strong connection to the community you are a part of.
Photography credits:
Banner image: Cameron Mackenzie
Whip off image: Cameron Mackenzie
Wide Open stall: Caleb Smith
