"'The biggest challenge is introducing a new concept to the marketplace,' said MacDonald, 36, of Jorg & Olif, his first business venture. 'The idea of a bicycle just for the city is relatively new in North America, where [bikes] are mainly for recreation or sport. It's been an interesting learning curve for us to communicate that.
'And the supply chain has always been a challenge. It's more complicated than we ever imagined.'
With just one, three or eight speeds, MacDonald's bikes -- made in Holland and Belgium -- are not road rockets. But they weren't designed to be.
Unlike most traditional North American bikes, they have an enclosed chain and gear mechanism to prevent clothing from catching in the works. That allows people to wear work clothes, including suits or skirts, while cycling to the office. Instead of leaning over the bike, riders sit upright on a comfortable leather seat with swept-back handlebars."