The Founder Story

Jacqueline Freundorfer — Founder & Creative Director of Detour Club

Hi, I'm Jacqueline.

And this is the slightly ridiculous story of how det0ur club came to life.

It started, like many questionable decisions do, with my husband. He introduced me to cycling. At first, I wasn't someone who dreamed about spending weekends covered in dust, discussing bike routes, or planning my next coffee stop somewhere in the middle of nowhere.

But somewhere along the way, cycling got me. It became my escape. My adventure. My excuse to explore new places, challenge myself, and create stories. Because one thing about me: I love a challenge. Sometimes maybe a little too much.

I have a habit of signing up for things first and figuring out the details later. So naturally, when I discovered the Tuscany Trail, a 450km bikepacking adventure through Tuscany, my brain immediately went: "Yes. Obviously. We are doing this."

"The best rides are rarely the ones you planned."

The training story

Was I perfectly prepared? Absolutely not. Did I have a beautifully structured training plan? Also no. My training approach was somewhere between optimism and mild delusion.

My (non-diagnosed, but highly suspected) ADHD brain confidently reassured me: "It will probably be fine. You'll figure it out." And honestly? It was not completely wrong.

I trained. Just maybe not exactly how a professional coach would have recommended. My longest training rides before the Tuscany Trail were around 60km. Which felt pretty impressive at the time. Until I arrived at the start line and remembered one tiny detail: The Tuscany Trail was 450km.

Then came day one. The distance: 124km. A slightly larger number than anything I had practiced for. Somewhere around kilometer 114, I decided I was more than done, put up my tent, and considered this a huge personal victory.

Was it elegant? No. Was it fast? Definitely not. Was I proud? Absolutely. Because sometimes the biggest achievement is not doing something perfectly. It is simply showing up and doing the thing.

The plan was questionable. The adventure was not.

"The plan was questionable. The adventure was not."

"Sometimes the biggest achievement is simply showing up."

The style discovery

During the Tuscany Trail, I discovered something else: Cyclists are incredibly stylish people. I was surrounded by riders wearing beautiful gear from brands like MAAP, Rapha, and Ryzon. And honestly? It was hard not to be influenced.

There is something magical about seeing hundreds of people covered in dust, standing next to their bikes in the middle of nowhere, somehow looking like they stepped straight out of a cycling editorial. The combination of adventure, performance, and design was inspiring.

After finally finishing the trail (yay!), I wanted to celebrate and treat myself. Naturally, I started looking for some new cycling pieces. And then I discovered: Cycling fashion is beautiful. But it can also be very expensive.

The gap

This is not criticism. I genuinely admire what brands like MAAP, Rapha, and Ryzon have created. Their quality, design, and storytelling are incredible. But I noticed something: There are many cyclists who love beautiful, premium products but are not professional athletes, sponsored riders, or people who want to spend hundreds of euros every time they want something new.

There is a group of riders who want: beautiful design, quality products, personality, adventure, a sense of belonging — without feeling intimidated or priced out.

That is who det0ur club is for.

The det0ur club member

You might be a det0ur club member if you:

• ⤷ start with "I'll just do a quick ride" and somehow disappear for half a day
• ⤷ say you are not stopping for coffee and then absolutely stop for coffee
• ⤷ own a beautiful bike but occasionally have no idea where the route is going
• ⤷ appreciate premium design but do not take cycling too seriously
• ⤷ want gear with personality, not just another logo
• ⤷ choose the scenic route even when it makes no practical sense

They are not chasing every KOM. They are chasing: good views, good coffee, unexpected roads, funny stories, memories worth keeping.

The dopamine dresser

One more thing: I describe myself as a "dopamine dresser." I love elegant, minimalist design. I admire the clean aesthetics of premium cycling brands.

But I always want a little unexpected detail. A tiny surprise. A funny illustration. A hidden message. A strange little character. A color combination that makes me smile.

That became the foundation of det0ur club.

"I love a challenge. Sometimes maybe a little too much."

Equipment for people who take the wrong turn on purpose.

Shop the Collection