By: Unstoppable Branding Agency

In a world where leadership often leans toward profit margins, a few are choosing to pedal toward purpose. Lady JB Owen and Peter Giesin are among them—literally. The entrepreneurial couple is embarking on a 9,000-kilometer tandem cycling journey from Cabo San Lucas, Mexico, to Homer, Alaska. Their aim? To elevate not only themselves but also the lives of children worldwide by building eco-friendly, solar-powered schools called Inspiration Classrooms™.

Their endeavor, called Cycle to Ignite Humanity™, is more than just a physical challenge. It represents a new kind of leadership—one driven by a shared vision, conscious impact, and resilience. Along the way, they aim to set a world record for the most elevation gained during a single tandem cycling ride across North America, totaling over 305,000 feet—the equivalent of ascending Mount Everest ten times.

A Mission with Momentum

For Lady JB Owen, this ride continues a lifelong commitment to transformation. As the founder of Ignite Publishing, Ignite Humanity™, and IgniteX™, she has supported over 800 authors in sharing impactful stories. Her husband and co-captain, Peter Giesin, brings expertise in engineering, systems design, and strategic problem-solving to their tandem journey. Together, they model a distinctive form of leadership: bold, heart-centered, and collaborative.

“Tandem leadership is built on deep trust,” Lady JB shares. “Peter and I don’t just ride in sync—we lead in sync. Every hill, every detour, every milestone is an opportunity to communicate, recalibrate, and keep moving forward.”

Their approach to the ride mirrors their leadership style: purpose over ego, service over spotlight, and collaboration over competition. Whether navigating challenging mountain passes or organizational changes, they remain committed to showing up fully for one another and for the people they aim to serve.

Building Schools, Elevating Stories

At the core of Cycle to Ignite Humanity is the mission to fund and build Inspiration Classrooms around the globe. These eco-friendly, solar-powered learning spaces are constructed from recycled plastic blocks and equipped with water desalination units, offering sustainable education solutions to underserved communities.

“Education lays the groundwork for possibility,” Peter explains. “When we build a classroom, we’re helping to build futures. We’re providing children with a space to dream, grow, and spark their own impact.”

So far, two Inspiration Classrooms have been completed. This ride is raising funds to construct at least 12 more in 12 countries, with the broader ambition of reaching 10,000 schools worldwide.

Each pedal stroke propels this vision forward. Each rally point, media interview, and social media post boosts visibility for the cause. Every city they ride through represents another opportunity to engage communities in meaningful, lasting change.

The Business of Heart-Centered Endurance

For CEOs and entrepreneurs, their journey offers more than just inspiration. It serves as a model for leading with intention in today’s rapidly evolving world. Tandem leadership, as they define it, involves synchronized action, mutual accountability, and shared values.

In business terms, this means:

• Operating with transparency and communication

• Making mission-driven decisions, even when it’s more challenging

• Uplifting others along the way, not just scaling operations

Their journey has had its share of challenges. When their original support team unexpectedly returned to New Zealand, they faced a logistical dilemma. However, instead of halting their mission, they turned to their community, filled the gaps, and continued. It was a moment that reflected many of the leadership decisions CEOs often face: When plans fall apart, how do you adapt without compromising your purpose?

Legacy, Not Just Leverage

Lady JB and Peter aren’t cycling for attention. They are riding to create a meaningful impact. Their story is being captured in a feature-length film and shared across various platforms to encourage other leaders to take action in their own ways.

“The world needs more collaboration,” Lady JB says. “This isn’t about being in the spotlight. It’s about lighting the path for others.”

That sentiment underpins everything they do—from co-authoring books and leading workshops to hosting community events and mentoring emerging leaders. Their message to CEOs is clear:
Leadership is no longer just about individual achievement. It’s about how many people you can lift along the way.

The Road Ahead

As they approach the U.S. leg of their journey, their resolve remains firm. With each mile, they gather stories, connections, and momentum. Their aim isn’t just to reach a specific endpoint—it’s to demonstrate what is possible when two people choose to move in harmony with purpose.

For entrepreneurs, innovators, and changemakers, their journey offers a powerful takeaway: You don’t have to ride alone to make a difference. Sometimes, the most extraordinary impact comes when you choose to lead in tandem.

Follow their journey, support their mission, and become part of the movement at igniteyou.life.