Could've Gone Pro
The adventures of a professional amateur.
October 20, 2025
Could've Gone Pro
Inspired by the most serious amateurs, the Could’ve Gone Pro collection celebrates those elite individuals who choose to ride amongst us. Special edition graphics on contemporary Pro Team bangers and accessories.
For the undiscovered legends
Living in the space between ambition and enjoyment, Dan Jones calls himself a “Professional Amateur,” someone who’s mastered the art of not taking himself too seriously. He rides not for glory, but for the quiet satisfaction - the honesty found in pure effort. In a world obsessed with results, Dan reminds us that the true joy of the sport isn’t found on the podium, but in the practice.
It’s just a State of mind
What does it really take to turn pro? Could they honestly have gotten paid to train in Mallorca? That podium in the car park is a long way from the Champs Elysées. But their socks are whiter than white. One missed energy gel short of a contract. A millimetre away from not crashing in that sprint. But every inch of their kit is immaculate. The trophy room gleams. It’s just a state of mind.
Training ten hours a week – roughly a third of what the professionals might clock up – Dan knows he’s still putting the work in.
The real question, of course, is whether Dan shaves his legs
“I had to qualify to shave my legs. I didn't just do it straight out the gates. I think it was when I got to a certain FTP or something… 3.5 watts per kilogram or something. My stance before was I'm not good enough, not a serious enough cyclist to shave my legs, but it's just part of it now. If you wanna shave your legs on day one, go ahead.”
“We’ve all been beginners at some point, haven’t we?” says Dan, his legs stretching up on the wall as he sips a recovery shake.
Being really good at being an amateur is what Dan dedicates his time to. “You're performing just unremarkably, but you're doing a lot.”
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