While studying natural sciences at Cégep Limoilou with the goal of becoming a doctor, Émilie Pelletier took a summer job at Cyclo Services in Old Québec, falling irremediably under the spell of bicycle tourism. In partnership with her employer—who certainly sensed her entrepreneurial spirit—she set up a fat bike service in the winter.

The rest is history , as the southern neighbours say. Tuque & Bicycle experiences was launched in December 2020, offering guided fat bike initiations with gourmet stops along the way. “I’m neither a cyclist nor an athlete, but I liked the idea of discovering Quebec differently, of getting off the beaten track to enjoy your stay,” she explains.

Diving into winter

The first six months of operation were hectic. Due to the pandemic, Quebec tourists (local and provincial) flocked there. “In Old Quebec, there aren’t many sports activities during the cold season,” she says. “You have to get out of town to enjoy the joys of winter.” The craze for her services was immediate in a context where Quebecers were lacking distractions. “The unpredictability of the health measures created a lot of headaches for me,” she says. Last January, I had to call back all my clients to whom I had sold the activity in order to transform the offer. I had to redo my business model to become a mobile rental fleet for individuals, municipalities and schools.”

The pitch click

An entrepreneur before her time, Émilie went door-to-door at age 11 to hand out business cards to offer her babysitting services. “My father started his business when I was in elementary school. If he had known what it was, he would have done it much earlier,” he repeated. “So I didn’t hesitate when the opportunity presented itself.” At CEGEP, an entrepreneurship-studies kiosk had caught her attention: “I was hanging around, asking questions… When I started having my business ideas, my brain was working 24/7! I saw all the problems and I wanted to solve them! My feeling was so strong that I couldn’t ignore it.” Émilie participated in the Propulse ton idée competition organized by her CEGEP. On stage, while making her final pitch, she felt that she was in the right place. "I have never felt so much pleasure and adrenaline doing something. I won , which gave me confidence for the future. Instead of going to university, I went to work in tourism!"

A first season

First observation: tourists (even Quebecers!) don't know how to dress for winter sports! "I bought equipment: boots, coats, gloves and hats and I helped out my customers. My grandparents took care of washing them between each use." Other family members were involved - Émilie lives in an intergenerational house with her aunt, cousin and grandparents. "It's hard to maintain bikes in the winter. So, early in the morning, my cousin helped me clean them and do basic maintenance." To reassure customers and make the activity even safer, she had the bike tires studded. "I'm the first to be chilly and not fond of winter. Consequently, I organized myself in my sales pitch to answer all the "yes, but..." questions before they were even asked."

Last spring, after six months of working 14 to 15 hours a day non-stop, the young woman was on the verge of exhaustion: "I was supposed to offer services this summer, but I decided to slow down and get back to work in the fall." The young woman shared her feelings with her community on social media. "As an entrepreneur, I believe that we are responsible for the image we project," she says. "It's important to show that we are not superhuman, that we have our ups and downs. I would have liked to see this side of female entrepreneurial role models, who are too few in number. To show that you can have a life outside of business, have fun, move. So I use my social media in the most authentic way possible."

Dream big

For the next season, the owner plans to hire staff and increase her fleet from 12 to 33 bikes. Émilie's entrepreneurial ambition doesn't stop there. "I would like to become the tourist reference in Quebec City," she says enthusiastically. "I also have the dream of specializing in business acquisitions. There are many managers who are tired, who want to sell and have no successors. Especially in Quebec City. I want to acquire companies that are doing well, but that need renewal, a more modern brand image, an online presence. Tuque & Bicycle experiences has great growth potential, but is expensive to operate. It's a bit like paying for an entrepreneurship school that will become profitable one day." A serial entrepreneur in the making who has not finished growing and making people talk about her.