When Joel Warham talks about bikes, you can tell it’s more than a business for him, it’s part of his DNA. He smiles when he says he was “that kid who pulled everything apart just to see how it worked,” but that curiosity and love of wheels never really left him.

“Bikes weren’t just a hobby growing up,” he says. “They were freedom, adventure… a constant part of life.”

His childhood obsession came full circle decades later. After almost twenty years spent running his own tiling business. Joel had done well for himself, but he’d hit a point where he felt something was missing. “I just needed a change… Something that brought back passion and purpose,” he says. “Tiling paid the bills, but bikes were what lit me up.”

So when he stumbled across a job at Cog Bike Shop on the iconic Warburton Trail, it felt like fate.

“I started working there part-time, surrounded by riders, the mountains and that energy of the trail,” he says. “It clicked straight away. I knew I’d found the path I wanted to follow.”

Not long after, the chance came up to buy the bike shop, and Joel took the leap. That decision would become the start of Cog Bikes, a family-run business built on hard work and the joy of helping people ride.

The early grind

Joel tells Business Builders that there was a lot of hard graft in the early days. “The biggest challenge wasn’t fixing bikes,  it was doing everything else at the same time,” Joel admits.

“I was on the tools fixing bikes, serving customers, answering phones, ordering stock, doing the books. You name it, I did it. There was no marketing budget, no backup plan, just me showing up every day and hoping word of mouth would spread.”

What kept him going wasn’t money or ego, it was people. “Seeing a rider roll out with a smile, helping a family get back on bikes together, watching kids discover riding for the first time, that made every challenge worth it,” he says.

Those early lessons,  about showing up, doing things properly, and treating people well, still define the Cog Bikes philosophy today.

The family joins the ride

Though Joel may have started it, Cog Bikes quickly became a family business.

“Deb — my wife — was there from the start,” Joel says. “She backed me when I said I wanted to buy the shop. I don’t think either of us really knew what we were in for, but she believed in me.”

As the business grew, so did the family’s involvement. Their kids pitched in building bikes, helping out in the café and lending a hand at community events. Even Joel’s dad has been known to pop in for stocktakes or to hire out bikes when things get busy.

When the opportunity came to open a second location in Monbulk, Joel’s hometown, his sister Danielle joined the adventure.

“Danielle brought structure and strategy to the chaos,” Joel laughs. “She’s the one who keeps the plates spinning.”

Danielle now manages operations, marketing and partnerships, helping expand the business while keeping its community focus front and centre. Her husband Joe also lends a hand on weekends, often found behind the coffee machine or chatting with regulars at the café.

“Our family is the backbone of Cog,” Joel says proudly. “Everyone brings something different: creativity, organisation, calm. And somehow it all fits together.”

Even the next generation is getting in on the act. Danielle’s kids help in the café (one’s known for her signature cookies, the other for his latte art), while Joel and Deb’s daughter bakes the café’s famous muffins, and their son works in the bike shop and out on the trail.

“It’s really special to see them all involved,” Joel says. “They’ve grown up watching what it takes to build something from scratch.”

Finding traction

Cog’s “first big break”, as Joel calls it, came through collaboration, not competition.

“We started teaming up with other local businesses along the Warburton Trail,” he says. “Places like the Carriage Café in Seville. We’d work together to make it easier for people to hire bikes from different spots and ride their own way.”

It wasn’t an overnight success story, but it opened doors. “It showed us that Cog could be more than one little shop in one town. We could grow and help more people enjoy the trail.”

That community-first approach is still what drives Cog today.

Family lessons

Running a family business can be equal parts joy and chaos and Joel’s the first to admit it’s not always smooth sailing.

“When you care about something deeply, you’re gonna have strong opinions,”  he says. “We definitely have our moments.”

What keeps them steady is mutual respect. “We listen to each other. Everyone brings something different, experience, creativity, balance, strategy , and we try to make decisions based on what’s best for the customer and the business, not egos.”

And when things do get tense? “Sometimes the best board meeting is a ride on the trail or a coffee at the café.” Joel grins. “We don’t avoid the hard conversations, but we always end them united.”

That down-to-earth, family-first mindset is what customers notice too.

“Cog’s not just a bike shop,” Joel says. “It’s a place where people feel welcome; whether they’re riders, just starting out, or just here for a cuppa and a chat.”

Building a business together

Today, Cog Bikes operates across two main hubs: the Warburton store, complete with café Cog Bikes & Brew, and the Monbulk shop, offering full retail, servicing and repairs. They also manage multiple hire points along the trail, making cycling accessible for visitors and locals alike.

What sets Cog apart, Joel says, is its people-first approach.

“We’re about real conversations and honest advice,” he explains. “There’s no pressure, no sales spiel. We take the time to match people with the right bike or help them feel confident again if they haven’t ridden in years.”

It’s not just about the ride. “Some folks come for a bike, some for a coffee, and some just for a friendly face. Everyone’s welcome.”

That enthusiasm runs through everything they do, from remembering regulars’ names to fixing a puncture just before closing. “It’s those little things that matter. That’s what keeps people coming back,” says Joel.

Toughing it out

Like most small businesses, Cog’s had its share of rough patches. “COVID nearly wiped out the tourism side of the business overnight,” Joel recalls. “Bike hire was a huge part of what we did, and suddenly no one could travel. We went from busy weekends to dead quiet.”

But instead of giving up, they pivoted. “We shifted our focus to servicing and repairs through our Monbulk store. Locals were dusting off old bikes to ride during lockdown, so we helped get them back on the road.”

That adaptability, Joel says, saved them. “It was hard, but it built a stronger foundation for us.”

Then came another setback, a robbery at their Monbulk store.

“In minutes, thieves took thousands of dollars’ worth of bikes. Walking into the shop that morning, it hit hard. It felt personal.”

The family rallied. “We reset, focused on our customers, and just kept going. That’s what we do. We don’t give up.”

Those challenges, Joel says, have only strengthened their resolve. “They remind you why you started — and who you’re doing it for.”

Community, connection and coffee

Ask Joel what Cog stands for and his answer is three simple words: “Community and connection”

As a family business, he sees their role as part of something bigger and he’s firmly embedded the business within the local community. They donate vouchers for local raffles, back community events and support other small operators along the trail. “We believe local businesses shouldn’t just operate in a town, they should be part of it,” Joel says.

Collaborating with others has been key to Cog’s growth, and unsurprisingly, it’s also strengthening their local economy. “Working together brings more people to the region. It’s good for everyone.”

And of course, there’s the café, which has become a cornerstone of Cog’s community vibe. “The café’s not just about caffeine,” Joel laughs. “It’s where riders, walkers and locals meet, swap stories and plan their next ride. It’s the heart of the place.”

Pride and purpose

For Joel and his family, Cog’s proudest moments are about people, not profits.

“Seeing the Cog sign go up in Monbulk was massive. It wasn’t just about opening another store. It was bringing a family-owned bike shop back to my hometown.”

Equally rewarding is watching customers come back year after year. “When families who hired bikes years ago return with their kids now riding, that’s special,” Joel says. “It reminds you you’re doing something that matters.”

He also can’t help but smile when talking about his team. “Seeing our crew and our kids working side by side… that’s huge. They’ve learnt real-life skills here: customer service, teamwork, problem-solving. That’s a legacy in itself.”

Australia’s Favourite Family Business

Being shortlisted as a finalist in Australia’s Favourite Family Business 2025 has been a moment of reflection for the Warhams.

“We don’t often stop to look at how far we’ve come. We’re usually flat out serving customers or fixing bikes,” Joel admits. “So being recognised like this, especially after the challenges of the past few years, means a lot.”

The award, he says, celebrates what real Australian family businesses stand for:  hard work, resilience and heart. “We’re not a big corporate. We’re just real people showing up every day, doing our best, and caring about our community. That’s what makes this so special.”

Keeping the cogs turning

Looking to the future, Joel’s not one for giving away secrets, but he hints there’s plenty in motion.

“We’ve got some exciting things brewing,” he says with a grin. “New ideas, maybe new locations, we’re always exploring.”

However, growth will never come at the expense of values. “Whatever we do, it’s got to feel right. Purpose, heart, community… That’s what guides us.”

And as for legacy, Joel keeps it simple. “It’s not about building a big business. It’s about building something that means something.”

He hopes the next generation sees Cog as more than a livelihood. “I want them to know you can do things your own way. Treat people fairly, back yourself, be real. Bikes are just the vehicle. What matters is the people and the memories along the way.”

From a kid tinkering with bike chains to the founder of one of the Yarra Valley’s most loved local businesses, Joel Warham’s journey has come full circle. And if you ask him, that’s what keeps the wheels turning.

“At the end of the day,” he says, “we just want to help people enjoy the ride.”

Cog Bikes is a finalist in Australia’s Favourite Family Business Competition. You can vote for them and find out more about the rest of our finalists here.

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