Rich Hincapie began cycling as a young boy with his brother George, and while George went on to pursue cycling as a career and become a 17-time Tour de France participant and five-time Olympian, Rich headed to business school while still competing as an elite-level amateur cyclist. In 2002, Rich founded Hincapie Sportswear, with South Carolina’s Assaults on Mt. Mitchell and Marion as his first customer. With the apparel business successfully running, Hincapie began to think broader about all that the high-end cycling experience encompasses—from gourmet food to upscale lodging, guided rides to weekend races, and everything in between. This exploration led to a series of projects, all of which have become businesses of their own under the Hincapie brand. The ultimate illustration of the high-end cycling experience is the Gran Fondo Hincapie series, begun in 2012 in Greenville, South Carolina, and now expanded to a series with rides in Chattanooga, Boise, and Fort Worth. Also in 2012, the Hincapie brothers began their own development racing team, which has now grown to a Continental team with numerous titles and a renowned reputation. In 2013, Hotel Domestique and Restaurant 17 opened—a realization of George’s dream to recreate some of the experiences he had while racing in Europe. And in 2017, the brothers began the Hincapie Cycling Society in order to further encourage others to get into cycling.