FREE: Find out why you're brand isn't ranking in AI with a Remarkable Digital Free AIO Audit Here

The best eCommerce Australia founder stories start with a problem nobody else has solved.

Amanda Phoenix moved from Vancouver to Melbourne with $3,000 to her name, had a motorcycle accident, and sewed her first product from a $5 polka-dot tablecloth she bought at Spotlight.

Today she runs Peak Moto - Australia's leading women's motorcycle gear retailer with stores in Melbourne and Brisbane and a fast-growing eCommerce store.

In this episode of the Ecommerce Australia Podcast, Ryan Martin sits down with Amanda to trace the full founder journey:

From living on a chicken farm in regional Victoria on a working holiday visa, to a presale campaign that flooded her Gmail with 200 orders in a single evening, to rage-quitting a marketing agency job and opening a 29-square-metre hole-in-the-wall with no running water and a four-hour daily limit imposed by the absence of a toilet.

Amanda shares hard-won lessons on eCommerce SEO, finding the right marketing agency, why she walked away from wholesale (B2B) to go all-in on direct-to-consumer, how she negotiated her first commercial lease to exit penalty-free, and why community, not advertising, has been the biggest driver of growth for Peak Moto.

If you're an Australian eCommerce founder, a product-based business owner, or thinking about opening a bricks-and-mortar store alongside your online store, this episode is essential listening.

What You'll Learn

• How Amanda bootstrapped Flying Solo Gear Company from zero - no money, no network,no plan

• Why a presale strategy turned a hobby into a real eCommerce business overnight

• The exact lease negotiation that let her exit her first store with 30 days notice and no penalty

• Why she dropped B2B wholesale and went D2C — and what it meant for margins

• How to build a community that sells for you without paid advertising

• What to look for (and watch out for) when hiring an eCommerce marketing agency in Australia

• Bricks-and-mortar lessons: why smaller is smarter when opening your first retail location

Episode Timestamps

00:00 Welcome — the full circle moment

02:00 Amanda's background: strength coach, national team, total burnout

04:30 Why Australia? Selling everything for $15K CAD and booking a one-way ticket

06:00 Chicken farm in regional Victoria — the working holiday visa reality

08:30 Moving to Melbourne: nearly run over by a tram on Day 1

10:00 The motorcycle accident that created Flying Solo

11:30 The $5 Spotlight tablecloth, a borrowed sewing machine, and the first bum bag

13:30 The Yarra Valley petrol station moment — what are you wearing?

15:00 Kill Switch Pack: carbon fibre, Kevlar, and the world's toughest bum bag

17:30 Flying Solo born in one day at the cafe downstairs

20:00 The presale that changed everything: 200 backpack orders in one evening

22:00 Word of mouth, Mailchimp, and growing without paid ads

24:00 Rage quit → first retail space → 29sqm with no toilet

27:30 Importing MotoGirl, Revit saying yes when everyone else said no

29:00 Why Flying Solo became Peak Moto

31:30 Founder advice: smaller MOQs, ditch B2B, test before you scale

36:00 How Peak Moto built a community that drives word-of-mouth sales

40:00 Bricks and mortar lessons: leases, location, lifestyle

44:00 How to find a good marketing agency — and the red flags to watch for

Links & Mentions

Guests

→ PeakMoto — Women's Motorcycle Gear (Melbourne & Brisbane)

→ Flying Solo Gear Company

→ Amanda Phoenix on Instagram

Mentioned in this episode

Revit Motorcycle Gear — peakmoto.com.au/brands/revitMotoGirl —

UK women's motorcycle gear brand

Pulp Digital — Meta ads agency (shoutout: Bella)