Rory has ridden mountain bikes since in 1987. His first three were handbuilt custom frames, and he rode these while competing for the GBR team 1988-91. Since then, Rory has successfully built brands in the UK including Diamond Back, Scott, USE, Exposure Lights, and Lezyne. In 2023 he founded a branding consultancy, Greenleaves Cycling, and currently works with Guava bike, Dual Fuel bottles, and Gorewear clothing. He has supplied frame builders with components including Praxis, Ritchey, TRP, and Lauf. Working alongside the Bespoked show team, he is expanding relationships with builders across UK and EU where Rory is a valued resource for handbuilt content.