Racers Edge: An Evolution 

For 35 years, Racers Edge has been more than just a retail store—it’s been part of the fabric of Wānaka’s thriving outdoor culture. From humble beginnings in a small wooden shack to becoming a go-to for skiers, bikers, and outdoor enthusiasts, the business has evolved alongside the town itself.

But evolution isn’t always straightforward. The journey of Racers Edge—from local to franchise and back again—offers valuable lessons for businesses navigating growth, identity, and sustainability.

We spoke with co-owner Charles Cochrane about the store’s reinvention, their role in the community, and what businesses can learn from their experience.

Over the years, Racers Edge has had to make some tough calls. When they partnered with Torpedo7 (formerly R&R Sports), the move offered scale and efficiency. But as Torpedo7 pivoted towards its own home-brand products, Racers Edge saw an opportunity to return to its roots.

“Our focus has always been about quality gear and expert service,” says Charlie. “We realised that to stay true to our values, we had to regain full independence and put our customers first.”

Breaking away from Torpedo7 wasn’t just a business decision—it was a chance to reimagine what Racers Edge stood for. Through research and reflection, they rebranded with a fresh look and a clear purpose: helping people live with balance and get outside more.

“We took a magnifying glass to the business,” says Cochrane. “It was an opportunity to refine our identity and make sure we’re not just selling gear, but inspiring adventure.”

Beyond selling gear, Racers Edge is committed to protecting the outdoor spaces that make Wānaka so special. This year, they became a founding member of Love Wānaka’s Impact Partner Programme, committing 1% of their proceeds to local environmental efforts.

They’ve chosen to support Te Kākano and the Bike Glendhu Planting Promise, helping fund and plant 30,000 native trees by 2030. The goal? Create micro-forests that restore the land while making trails more enjoyable for bikers.

“This isn’t just about giving back,” says Charlie. “It’s about ensuring that the outdoor playground we all love is still here for future generations.”

1. Stay true to your core values – growth should align with what your business stands for.
2. Don’t be afraid to pivot – if something doesn’t feel right, change direction.
3. Regularly assess your brand – ensure it reflects your current vision and audience.
4. Branding is more than a logo – it’s about purpose, values, and customer connection.
5. Sustainability is good for both the planet and business – customers support brands that align with their values.
6. Small contributions matter – a 1% commitment can create a lasting impact.
7. Supporting local – strengthens community identity and fosters long-term success