About Us.

Joey’s passion for cameras and adventure started early. Whether racing mountain bikes at a national level or exploring Dartmoor where he grew up, his love for action and storytelling led him to capture his talented cycling friends through photos and film. He refined these skills at Falmouth University, graduating with First-Class Honours in TV Production.

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After university, Joey joined Pure Electric as an in-house photographer/videographer and helped launch a new YouTube channel alongside the manager who founded the BikeRadar YouTube channel. He then spent three years at PlaySports Network, producing weekly and branded content for GMBN/GCN+, the world’s largest mountain bike YouTube channel. During this time, he collaborated with top brands like Walmart, Canyon, Specialised, Arizona State, Garmin, Kona, and Cadex, embarking on epic multi-day adventures to some of the world’s most remote locations.

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Since leaving PlaySports Network, Joey has worked on year-round contracts with Warner Bros. Discovery for the UCI Mountain Bike World Cups, as well as with leading YouTube channels and top cycling companies. The projects continue to grow in scale, collaborating with some of the industry’s best creatives. "In the end, it’s still about the same passion—creating fun projects with good people in stunning places."