By: Unstoppable Branding Agency

When most CEOs talk about momentum, they’re referring to market trends or investor meetings. But for Lady JB Owen and Peter Giesin, momentum is measured in miles and elevation. Over 9,000 kilometers of tandem cycling, to be exact.

This summer, the entrepreneurial power couple set out on an ambitious and deeply symbolic journey: to ride from Cabo San Lucas, Mexico, to Homer, Alaska, on a 34-foot tandem bike while attempting to set a world record for the most elevation gained on a single tandem ride across North America—over 305,000 feet climbed, or the equivalent of ascending Mount Everest ten times.

Their mission? To raise awareness and funds to build Inspiration Classrooms™, eco-friendly, solar-powered schools in underserved communities around the globe—and to demonstrate what’s possible when purpose fuels performance.

For CEO Weekly readers, their story is more than inspirational—it’s instructional. In a time when leaders are being called to stand for more than bottom lines, Lady JB and Peter’s journey offers a powerful blueprint for conscious leadership, legacy-building, and high-impact storytelling.

The Ride of a Lifetime

Launched under their humanitarian banner, Ignite Humanity™, the couple’s record-setting ride is more than a physical feat—it’s a mobile movement. As they cycle through states, provinces, and rugged wilderness, they are also stopping in key cities to host community rally points, share stories, and elevate voices.

“Every pedal stroke is a message,” says Lady JB. “We’re showing that with courage and commitment, individuals can make a global impact.”

Having already built two Inspiration Classrooms, their current ride is aimed at scaling the model—literally. The goal is to fund 12 new schools in 12 countries by the end of 2025, with a long-term vision to build 10,000 classrooms worldwide.

But the ride is no vacation. With unpredictable weather, mechanical challenges, and logistical hurdles, their path north is demanding not only physical resilience but strategic leadership, logistical precision, and emotional grit.

It’s the kind of journey that CEOs will recognize: a grand vision, relentless execution, and the need to pivot—fast—when plans don’t go as expected. When their original drivers exited the expedition mid-trip, Lady JB and Peter activated their network, tapped into resourcefulness, and filled the gaps. “There’s no giving up on this mission,” says Peter. “We simply shift gears.”

Leadership on Two Wheels

Lady JB Owen is no stranger to high-level leadership. As the founder and CEO of Ignite Publishing™, Ignite Humanity™, and IgniteX™, she has published over 800 authors, produced award-winning content, and led global initiatives that span education, personal development, and conscious entrepreneurship.

Peter Giesin, a master engineer and systems thinker, serves as her co-strategist and literal co-pilot—pedaling beside her not just on the tandem bike but in every dimension of their vision. Together, they embody the essence of tandem leadership: synchronized, collaborative, and mission-aligned.

The tandem bike itself has become a metaphor for what modern leadership can look like—two individuals in full alignment, facing forward, co-navigating terrain that demands trust, timing, and shared purpose.

“It’s about flow, not control,” says Peter. “There’s a lesson in every hill we climb.”

From CEO to Emissary

For Lady JB, this ride is not a publicity stunt. It’s an embodied message—a declaration of what’s possible when entrepreneurs trade ego for empathy, and profits for purpose.

“As CEOs, we’re in a powerful position to shape culture,” she explains. “We can either lead from legacy or lead from leverage. I choose legacy. I choose to ignite humanity.”

That philosophy is at the heart of Ignite Humanity™, the global initiative that underpins their entire journey. The organization blends storytelling, education, and humanitarian efforts to uplift communities and connect people through authentic human stories.

Their classrooms are built from recycled plastic eco-blocks, outfitted with solar panels, and equipped with desalination units for clean drinking water, offering a self-sustaining model that doesn’t just teach children, but inspires entire communities.

Lessons for Today’s CEO

So what can CEOs take away from two people riding a tandem bike across a continent?

Plenty.

1. Vision is the Driver

Without a clear and soul-aligned vision, it’s easy to lose motivation at the first mountain. For JB and Peter, their vision is bigger than the ride. It’s about changing the world—one classroom, one story, one child at a time.

2. Adaptability is Leadership

When their support crew shifted, they didn’t crumble—they recalibrated. In the modern business landscape, agility isn’t just useful—it’s leadership in motion.

3. Legacy is a Daily Practice

Legacy isn’t built after the IPO. It’s built on the small, consistent acts of alignment, courage, and contribution—exactly what this ride represents.

4. Humanity is the Metric

The new CEO measures success not just by profit margins, but by lives impacted. Ignite Humanity’s model shows that storytelling + service = scalable impact.

The Road Ahead

As they head toward Alaska, the couple continues to pedal forward through fatigue, through uncertainty, and always with love. Their journey is being filmed for an upcoming documentary, and their story is being chronicled through books, articles, and live storytelling events at each rally point along the way.

Their goal? To not just finish the ride, but to ignite a global conversation about what it truly means to lead with heart.

“Business leaders are being called to something deeper,” says Lady JB. “We can’t just scale businesses anymore. We have to scale impact. We have to scale humanity.”

Final Word

Lady JB Owen and Peter Giesin aren’t just riding to Alaska. They’re riding to a future where education is accessible, leadership is heart-led, and success is measured by how many lives we elevate along the way.

Their ride may be on two wheels, but their movement is multidimensional.

For CEOs seeking not just to lead but to ignite—this is a story worth following, and more importantly, a mission worth supporting.