Steve Aitchison – Case study

Steve Aitchison’s case study shows how Steve hasn’t let his injury hold him back

Steve Aitchison’s case study shows how Steve hasn’t let his injury hold him back, and in the excerpt below taken from the Can’t Quit, website he tells us about one of the awesome passions in his life.

Steve’s choice of product from Cyclone is the Batec Manual, which fits perfectly with his active lifestyle.

When life knocks you down you’ve got two choices.

  • Quit and let life win.
  • Refuse to quit, get back up. Dust yourself off. Decide to rewrite the rules and create your own game.

A twist of fate one night in 2014 left him paralysed after a 20ft fall. Fast forward through 10 months in hospital, a couple awesome friends pulled together their awesome friends and hosted a full day and night event to help him get (metaphorically) back on his feet.

After such an inspiring day of biking, haircuts, auctioning and laughter – ‘Can’t Quit’ was officially born.

  • A Brand
  • A Passion
  • A Cause

Steve Aitchison relaxing with a colleague

Steve Aitchison case study – Steve believes that when life knocks you down you’ve got two choices. Steve hasn’t let his injury hold him back. Steve’s choice of product from Cyclone is the Batec Manual, which fits perfectly with his active lifestyle. Steve’s brand ‘Can’t Quit’ is a clothing brand that inspires it’s wearers to never give up.. To create their own game, no matter what hand they are dealt.

Clothing that’s created and designed with passion, positive vibes, and traditional yet original artwork focused on Never Quiting : Ink, rock, bikes and good times.

A clothing brand that’s working towards building a platform to help even more people in the future who have had a spinal cord injury get back on their (metaphorical) feet.

The morning that Martyn Ashton’s “Back on track” edit went live my phone went crazy with people sending me linkSteve Aitchison's 'Can't Quit' clothing brand logos and asking whether I’d seen it or not.

 

I remember sitting on the end of my bed watching it over and over and over again, my girlfriend crying all while i was thinking “where the hell do I get a sit ski seat from?!” – follSteve Aitchison's 'Can't Quit' branded productsowed by “bollocks I’ve just sold the Santa Cruz!”

The buzz of just getting to look at potential new bikes again as I scoured eBay was amazing – we all know looking at shiny new bikes/bits is almost as much fun as riding them.

After spotting a potential Orange 324 DH bike and sourcing a sit ski seat, next came the fabrication of the seat bracket so I emailed Mojo’s and ended up speaking with the main man Chris Porter who was super helpful. He said they had both the ‘Back on Track’ and Martyn’s new bike down there so invited me down to have a look and a chat.

I called Gersh up and later that week we headed over to Mojo’s in Newport with the idea of asking a few questions and working out how to adapt the bike I’d spotted on eBay.

Oh how that changed!

When Chris shSteve Aitchison wearing his 'Can't Quit' branded capowed us the ‘Back on Track’ bike and explained how a lot of the modifications were done so the bike looked as ‘normal’ as possible for the film – such as removing the pawls from the free hub so they could roll the bike backwards and leave the chain/mech etc on (even though it wouldn’t do anything).
When I mentioned how excited I was at the idea of getting back out riding again with the guys, Chris said “maybe you might be interested in this..” – and showed us the new Nicolai they’d built for Martyn using an electric motor. After explaining how it worked and giving us a demo around the carpark, then that was it. SOLD.

 

 

I NEEDED THAT BIKE

Steve Aitchison pre-injury riding his mountain bike
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