By Azeera Az
Tell us a little about yourself.
I grew up in Kota Kinabalu, where my childhood was filled with curiosity and adventure. Even as a young boy, I was always asking questions about how things worked, why they worked the way they did, and what lay beyond the familiar streets and hills surrounding my home.
My bicycle became my passport to discovery. Whenever I had the chance, I would hop on my bike and explore places I had never been before. Every ride was an adventure, whether it was finding hidden trails, crossing small streams, meeting new people, or simply seeing what was around the next corner. Those early explorations taught me independence, confidence, and a deep appreciation for nature and the outdoors.
My father played a huge role in nurturing that passion. He taught me how to repair and maintain my bicycle, from fixing punctures to adjusting brakes and gears. Whenever there was something I couldn’t figure out, we’d visit the local bike shop, where I would watch experienced mechanics at work. I was fascinated by how a collection of parts could come together to create something that could take you almost anywhere.
Looking back, I realize those simple childhood experiences shaped who I am today. They sparked my love for cycling, adventure, problem-solving, and the outdoors. What started as a child’s curiosity has grown into a lifelong passion one that eventually became my career, allowing me to share the beauty of Borneo and the joy of exploration with people from all over the world.
I still believe the same thing I believed as a child, sometimes the greatest adventures begin with a simple question, “I wonder what’s out there?”
Before running a bike tour business, what was your journey like?
Before starting my bike tour business, my journey was anything but straightforward. I’ve always believed that every experience, no matter how different it may seem, teaches you something valuable that shapes your future.
During my college years, I worked part-time as a Food & Beverage crew member at a hotel while studying. Balancing lectures, assignments, and long working hours wasn’t always easy, but it taught me discipline, responsibility, and the importance of hard work. More importantly, it showed me the value of earning every opportunity through dedication and perseverance.
One of the biggest turning points came during my college internship with an adventure tour company. It was my first real exposure to the adventure tourism industry, and it completely changed my perspective. I discovered how meaningful it was to introduce people to nature, create unforgettable experiences, and showcase the incredible beauty of Sabah. That experience sparked a passion that has stayed with me ever since.
After graduating, I returned to my college as a Sales Executive. It was a valuable role that strengthened my communication skills and taught me how to build relationships with people from all walks of life. It also helped me understand the importance of listening to people’s needs and creating solutions that truly benefit them.
At the same time, I pursued another passion of mine, cooking. I worked as a chef in several hotels, where I learned the importance of precision, creativity, teamwork, and staying calm under pressure. Working in a professional kitchen is demanding, but it taught me that delivering a great experience is all about paying attention to the smallest details.
My journey then brought me back to tourism. I worked with different travel agencies in both marketing and operations, gaining hands-on experience in designing itineraries, managing logistics, promoting destinations, and ensuring every trip ran smoothly. These roles allowed me to see tourism from every angle, not just from behind a desk, but on the ground, where memorable experiences are created.
Looking back, every job I took taught me something unique. Hospitality taught me service. Sales taught me communication. The kitchen taught me discipline and consistency. Tourism taught me that creating meaningful experiences can have a lasting impact on people’s lives.
Eventually, I realized that adventure tourism wasn’t just a career; it was where all my passions came together. My love for cycling, the outdoors, meeting new people, and sharing the beauty of Borneo all pointed in the same direction. That’s what inspired me to start my own bike tour business: to help others experience Sabah the way I had come to love it, through adventure, culture, and genuine human connections.
What inspired you to start a bike tour business?
My journey with Bike Borneo didn’t begin as a business owner, it began as a ride leader.
In 2013, I joined Bike Borneo as a Ride Leader. Back then, my role was simple: guide guests safely, share the beauty of Sabah, and create unforgettable experiences on two wheels. Every tour introduced me to people from different countries and cultures, and every ride deepened my appreciation for the incredible landscapes, communities, and hidden places that make Borneo so special.
Over the years, cycling became much more than just a job. It became a way of connecting people with nature, local culture, and the spirit of adventure. Watching guests finish a ride with smiles, laughter, and a new appreciation for Sabah gave me a sense of purpose that I had never experienced before.
In 2017, I was promoted to Tour Manager. At the same time, I continued working with Fieldskills Adventures, where Bike Borneo was managed under the same team. Those years gave me the opportunity to understand not only how to lead tours but also what it takes to build a successful adventure tourism business, from operations and logistics to customer service, marketing, and developing meaningful travel experiences.
Then came 2020.
When the COVID-19 pandemic struck, the tourism industry came to an almost complete standstill. Like many businesses around the world, Bike Borneo faced an uncertain future. The previous owner made the difficult decision to sell the company, and when the opportunity came, I didn’t hesitate. I believed in Bike Borneo and what it represented.
At the time, like many people, I thought the pandemic would last only a few months. I convinced myself that if I could weather the storm for three months or so, tourism would return to normal.
I couldn’t have been more wrong.
The pandemic continued for nearly two years in Malaysia, and those were some of the most challenging years of my life. There were moments of uncertainty, difficult decisions, and constant questions about what the future would look like. Running a tourism business with no tourists tested every bit of resilience, patience, and determination I had.
But despite everything, I never lost faith in Bike Borneo.
By then, it was no longer just a company to me, it had become part of who I am. I wasn’t simply buying a business; I was choosing to continue a legacy that had inspired thousands of people to experience Sabah in a different way. I believed that when the world was ready to travel again, people would be looking for authentic experiences, meaningful adventures, and a stronger connection with nature than ever before.
Today, that belief continues to drive me.
My vision is not only to preserve what Bike Borneo has built over the years but to take it even further. I want Bike Borneo to become a leading name in eco-tourism and adventure travel, showcasing the incredible beauty, culture, and biodiversity of Sabah to the world. Every ride is an opportunity to support local communities, encourage sustainable tourism, and inspire people to explore Borneo at a slower pace, one pedal stroke at a time.
Owning Bike Borneo was never just about running a business. It’s about protecting a legacy, sharing my home with the world, and proving that even after the toughest challenges, passion and perseverance can keep the wheels turning.
What do you enjoy most about introducing Sabah through cycling?
What I enjoy most is seeing guests experience the real Sabah beyond the usual tourist attractions. Cycling allows us to slow down, take in the scenery, interact with local communities, and discover hidden places that larger vehicles often can’t reach.
On two wheels, you’re not just passing through, you become part of the surroundings. You can hear the sounds of nature, stop for a conversation with a local, enjoy fresh local food, and truly appreciate the beauty of Sabah at your own pace. That’s what makes cycling such a unique and memorable way to explore Borneo.
Do you have a favourite route or tour experience?
If I had to choose one, it would be our Tuaran Day Ride. It was one of the very first routes offered by Bike Borneo, and over the years it has become our signature experience. The combination of beautiful countryside, friendly villages, paddy fields, and finishing with a delicious plate of Mee Tuaran makes it a ride that truly captures the spirit of Sabah.
That said, I also enjoy creating custom rides for our guests. Every tailor-made route is a new adventure not just for them, but for me as well. Exploring new trails, discovering hidden gems, and designing unique experiences keeps every tour fresh and exciting. It’s one of the things I love most about my job because the journey of discovery never really ends.
Whether it’s a classic route like Tuaran or a completely new adventure, my goal is always the same: to help guests experience the authentic beauty of Sabah in a memorable way.
What does a typical day look like for you?
No two days are ever the same, and that’s one of the things I love most about my job.
A typical day usually starts early. Before our guests arrive, I make sure everything is ready, from inspecting the bicycles and safety equipment to checking the route, weather conditions, and any last-minute changes that might affect the day’s ride. I believe that great tours begin long before the first pedal stroke, so preparation is something I never take lightly.
Once our guests arrive, I enjoy getting to know them. Every group is different. Some are experienced cyclists looking for a challenge, while others are riding in Borneo for the very first time. I take time to understand their expectations, cycling ability, and any concerns they may have. This helps me adapt the pace and create an experience that everyone can enjoy safely and confidently.
During the ride, my role is much more than leading the way. I love sharing stories about Sabah, its history, culture, wildlife, local traditions, and the communities we visit. I believe a bike tour should be more than just cycling; it should be an opportunity to connect with the destination and the people who call it home.
One of my favourite parts of every tour is seeing guests interact with local communities. Whether it’s stopping at a village coffee shop, tasting traditional food, chatting with locals, or simply enjoying the stunning scenery, these are often the moments they remember long after the trip has ended.
Safety is always my highest priority. I constantly monitor the group, making sure everyone is comfortable, hydrated, and enjoying themselves. Sometimes that means adjusting the pace, taking extra breaks, or offering encouragement to someone tackling a hill they never thought they could climb. Seeing their confidence grow throughout the day is incredibly rewarding.
Even after the ride is over, my day often continues with cleaning and maintaining the bikes, reviewing the day’s tour with the team, responding to enquiries, planning future adventures, and looking for ways to improve our experiences. In adventure tourism, learning never stops.
For me, a memorable tour isn’t measured by how many kilometres we’ve cycled. It’s measured by the smiles at the end of the day, the friendships formed along the way, the stories shared, and the moments when guests tell me they’ve experienced a side of Sabah they would never have discovered on their own.
Those are the moments that remind me why I do what I do.
Running a bike tour may look exciting from the outside, but what are some of the challenges people don’t usually see behind the scenes?
One of the biggest challenges is that every tour depends on many moving parts coming together perfectly. We don’t just prepare bicycles, we coordinate transportation, accommodations, meals, local communities, support vehicles, guides, permits, weather conditions, and guest expectations. Even the smallest detail can make a big difference to the overall experience.
Weather is another challenge that is completely beyond our control. In Sabah, conditions can change quickly. A sunny morning can suddenly turn into heavy rain, forcing us to adjust routes or even redesign parts of the itinerary. Our job is to stay calm, think quickly, and always put our guests’ safety first while still ensuring they have an enjoyable experience.
Bike maintenance is another behind-the-scenes responsibility that never stops. Every bicycle is thoroughly cleaned, inspected, and serviced before and after each tour. Guests place their trust in us, and that trust begins with knowing their equipment is safe and reliable. Preventive maintenance takes time, but it’s one of the most important investments we can make.
Another challenge is balancing the needs and expectations of every guest. Every group is unique. Some guests are experienced cyclists looking for a physical challenge, while others are riding for leisure, wanting to immerse themselves in the scenery and local culture. Age is also an important factor. We often welcome guests ranging from young children and teenagers to retirees in their seventies, each with different fitness levels, confidence, and expectations. My role is to adapt the pace, choose appropriate rest stops, provide encouragement, and ensure that everyone feels safe, included, and able to enjoy the experience. Seeing a guest who initially doubted themselves complete the ride with a smile is one of the most rewarding parts of my job.
Over the years, what have you learned from meeting travellers from different parts of the world?
Meeting travellers from around the world has taught me that, despite our different cultures, languages, and backgrounds, people are more alike than we often think. Everyone is looking for meaningful experiences, genuine connections, and stories they can take home.
I’ve also learned to see Sabah through the eyes of my guests. Places that I once took for granted often become the highlights of their journey. Their curiosity reminds me to appreciate the beauty, culture, and communities we have here. Every tour is not just an opportunity for guests to learn about Sabah, but also for me to learn something new from them.
Was there ever a point in your journey where you faced significant challenges or considered giving up?
Running a tourism business without tourists is something no one can truly prepare for. There were days when it felt like the future of Bike Borneo was hanging by a thread. Instead of leading rides and welcoming guests, we focused on maintaining our bicycles, improving our products, planning new experiences, and simply finding ways to keep the business alive until next booking arrived. Of course, there were moments when I felt exhausted and wondered if it would be easier to walk away. But every time those thoughts came, I reminded myself why I had taken over Bike Borneo in the first place. It was never just about owning a business. It was about preserving a company that had introduced thousands of people to the beauty of Sabah through cycling. I believed that if we gave up, we would lose something truly special.
What kept me motivated was my passion for adventure tourism, my love for Sabah, and the people who had supported Bike Borneo over the years. I thought about the local communities we work with, the guides, drivers, homestay operators, and small businesses that all benefit from tourism.
The messages we received from past guests also meant a great deal. Many told us they couldn’t wait to return to Sabah once borders reopened. Knowing that people still believed in what we were doing gave me hope during some of the most difficult days.
What has been one of the most rewarding moments in your career as a bike tour operator?
It’s difficult to choose just one moment because every tour creates its own special memories. But if there’s one thing that has stayed with me throughout my career, it’s seeing how a simple bike ride can genuinely change the way people experience Sabah.
One of the most rewarding moments is when guests tell me, “This was the highlight of our trip,” or “We would never have discovered this side of Sabah without Bike Borneo.” Hearing those words reminds me that we’re not just taking people cycling, we’re giving them an authentic experience that connects them with our culture, our communities, and our natural environment.
I also find great satisfaction in seeing guests achieve something they never thought possible. I’ve guided people of all ages and abilities, from young children and teenagers to guests in their seventies. Many arrive feeling nervous, wondering if they’ll be able to complete the ride. By the end of the tour, they’re smiling, celebrating with their friends and family, and feeling proud of what they’ve accomplished. Watching that transformation in confidence is incredibly rewarding.
Another unforgettable moment is when guests return years later and ask to ride with us again. Some even bring their family and friends because they want to share the same experience with the people they love. To me, that’s one of the greatest compliments we can receive. It tells me that we created memories that lasted far beyond the holiday itself.
At the heart of it all, my greatest reward isn’t measured by the number of tours we’ve completed or the kilometres we’ve cycled. It’s seeing people leave Sabah with unforgettable memories, new friendships, a deeper appreciation for our beautiful state, and a desire to return. Knowing that Bike Borneo has played a small part in creating those lifelong memories reminds me every day why I chose this journey.
That’s what continues to inspire me, to keep sharing the beauty of Sabah with the world, one ride at a time.
What is your vision for the future of sustainable tourism and cycling culture in Sabah?
My vision is for Sabah to become one of Asia’s leading destinations for sustainable cycling tourism. We have incredible landscapes, rich cultures, and welcoming communities that are best experienced on two wheels.
I believe cycling allows travellers to slow down, connect with local people, and appreciate nature in a way that other forms of travel cannot. At the same time, it creates opportunities for local businesses and communities to benefit directly from tourism.
For Bike Borneo, my goal is to continue promoting responsible tourism while inspiring more people, both locals and international visitors, to discover Sabah through cycling. I believe the future lies in creating meaningful experiences that protect our environment, support local communities, and showcase the true beauty of Borneo.
How can locals and visitors better support community-based tourism and local tour operators in Sabah?
I encourage visitors to travel responsibly, respect local cultures, protect our natural environment, and take the time to learn about the places they visit. For locals, I hope more people will explore Sabah and support local tourism businesses. Together, we can help preserve our unique culture, protect our beautiful environment, and ensure that tourism continues to benefit future generations.
We all love food!
We usually ask: What are your top three must-eat dishes or favourite places to eat in Sabah? But we’d like you to inject some advice. On eating a good and satisfying meal, what would you recommend?
My top three must-try dishes would be:
1. Mee Tuaran – This is definitely one of my favourites, and it has a special connection with Bike Borneo because it’s the perfect way to end our popular Tuaran Ride. The springy noodles, fresh ingredients, and unique local flavour make it a Sabah classic.
2. Hinava – A traditional Kadazan-Dusun dish made with fresh fish, lime, chilli, and local ingredients. It’s simple, refreshing, and a great introduction to Sabah’s indigenous flavours.
3. Sabah Seafood – With our beautiful coastline, Sabah is blessed with fresh seafood. Whether it’s grilled fish, prawns, or local shellfish, enjoying seafood by the sea is an experience everyone should try.
My advice? Eat where the locals eat. Some of the best meals are found in small family-run cafés and local eateries, where every dish tells a story about Sabah’s culture and hospitality. Great food isn’t just about the taste, it’s about the experience and the people you share it with.
For those who enjoy pork, I would also recommend trying smoked pork meat (locally known as Sinalau Bakas). This traditional delicacy can be found along the journey towards Kinabalu National Park. The rich smoky aroma and unique local preparation make it a memorable taste of Sabah’s food heritage.
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