Luke Michael James

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Luke Michael James Creating professional content for Cycling Brands

11/10/2026

640km in 2 days. What could possibly go wrong?

Watch the full film now on YouTube. Link in bio 🔗

🎥


03/10/2026

Giving this dirty girl the loving she needs. 🌶️😈

635km took its toll on my beautiful Amelie. Time for a little TLC ❤️

02/10/2026

A hot lap of the Montreal World Championship circuit on MyWhoosh 🤙🏼

🎥

27/09/2026

World champs Elie men’s race ✅

Congratulations to on becoming the new World Champion! 💪🏼

What a ride!

26/09/2026

World Championships hit different! What a race 🤯

21/09/2026

Ready for the next adventure?

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17/09/2026

Many people may not know, but before all this, I was a musician and songwriter.

For 10 years it was everything to me. More than a hobby or a career goal. It was my identity. Then, in 2017, it ended.

Driving home after making that decision, Arcane Roots’ ‘Indigo’ came on my playlist. I’d never heard the end section of it before, and it caught me completely off guard. It was like looking into a mirror. I’d never heard exactly what I was feeling spoken back to me so viscerally, through the medium I loved so much.

When I got home, my wife knew I wasn’t okay. I told her my dream was over. I played her this and told her it felt like the universe was harmonising with me. Like it was mourning the death of my dream with me.

All the years I’d given. All the years I’d told myself, one day I’ll make it. And there I sat, in exactly the same place I’d been when I started as a teenager, with nothing to show for it.

I was lost, confused and, ultimately, ashamed of myself. I felt like the universe could have taken every thought inside my head and called them out from a million miles away, and everyone would have known the truth long before I had the courage to lift my head and speak it myself.

I gave up on my dream.
I failed everyone.
I failed myself.

It was one of the lowest points of my life. And as I played this to her, trying to explain how I felt, I completely fell apart.

Today, those words still hit me just as hard. But now they carry a different meaning.

Here I still remain.

Somewhere along the way, I found another way to create. Another way to tell my story.

Cycling saved my life.

🎥

09/09/2026

Chasing with like pros 👌🏼

This was a trip to remember, riding from stage to stage and finishing on the iconic Alpe d’Huez. Thank you also to for supporting this trip with 2 beautiful C72’s ♣️

Full video of our adventure is live on YouTube now. Link in bio 🔗

🎥📸

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