Bay of Quinte Tourism

Growing Rural Innovation: The Brake Room

Adam Tilley The Brake Room
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Growing Rural Innovation: START IT

QuinteVation’s purpose is to facilitate and encourage business innovation by
entrepreneurs, thereby accelerating the growth of industries and sectors in the Bay of Quinte region. They regularly host events across the region and feature profiles of the doers and dreamers of the local business sector to help foster this resolution.

Head to our lifestyle blog to read about other entrepreneurs who are leading the charge to start it, bring it, make it and grow their business in the BoQ.

The Brake Room

It could simply be summed up as a bike shop with a contiguous cafe, but that wouldn’t entirely do it justice. Adam Tilley, a local to the area, meticulously thought through his plan for both aspects of The Brake Room, with the ultimate desire to create a community space in Belleville that would be inclusive, supportive and innovative.

“Typically we serve a ‘conscious consumer,’ someone who can’t be defined by age or region but by mindset and ethic. They want to know where things come from, how they work and what makes them valuable,” says Tilley.

He explained that opening a bike shop would fulfill his goal of encouraging the sort of culture and lifestyle model that he wanted to share with fellow Bay of Quinte residents and also visitors to the region.

“I’ve ridden thousands of kilometres within the city and the surrounding area. Through cycling I’ve realized that my perspective is different than the common commuter who is concerned with navigating the grid built for the automobile,” said Tilley.

His unique perspective gave him the vision to create a business that makes a positive impact and serves the community. He has built a hub that brings people together with a common desire to live healthier, more sustainable, responsible and connected lives.


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Bay of Quinte Region is an alliance of interdependent communities, bound together by a common history, shared economy, and the water that surrounds and defines us. We hope to welcome you soon.

© 2018 Bay of Quinte Region | © TripAdvisor 2016

Bay of Quinte Region is an alliance of interdependent communities, bound together by a common history, shared economy, and the water that surrounds and defines us. We hope to welcome you soon.