For Josh Blake, bikes have never been just about getting from A to B. Based in Adelaide, Australia, Josh is a cyclist, content creator, racer and lifelong bike enthusiast with a particular appreciation for the details that make a bike feel truly its own.
From working in bike shops to his current role with one of Australia’s leading cycling distributors, bikes have been a constant throughout Josh’s life. Today, he races road and gravel, creates cycling content and spends a healthy amount of time thinking about his next bike build.
We caught up with Josh to talk about racing, bike design, the details that make a build stand out, and why a set of decals can completely change the character of a bike.
Performance first – but never performance only
Josh describes his approach to bikes as performance-driven, but with plenty of room for personality.
“I love going fast and I’m always looking for ways to make a bike lighter, faster or better suited to what I’m using it for. But at the same time, I want the bike to have some personality.”
For Josh, the best builds are the ones where everything feels intentional. Component choices, colours, graphics and proportions all play a role in creating a bike that looks as good as it performs.
“Bikes are one of those rare pieces of sporting equipment where performance and personal expression can exist together.”
That attention to detail is also what first drew Josh to Slik Graphics.
Turning individual components into a complete build
Josh discovered Slik through the idea that graphics could do more than simply replace or protect existing decals. They could help bring an entire bike together.
“By adding decals, you can take components you already love and make them work visually with the rest of the build.”
Wheels, forks and other components can all have their own graphics, colours and branding, sometimes making a bike feel visually fragmented. Slik gives riders the opportunity to change that, whether the goal is a subtle refresh, a colour match or a completely different look.
Josh’s own Cervélo Áspero-5 is a perfect example.
One simple change, a completely different bike
Built around a Nitrate Blue frame and Zipp 303 XPLR SW wheels, Josh immediately knew what he wanted: white wheel decals.
“There’s nothing particularly wild or custom about them, but they completely changed the look of the bike.”
It’s a simple example of how a relatively small detail can have a surprisingly big impact on an entire build. The white Zipp decals complement the frame colour while helping the wheels feel like part of the overall design rather than a separate component.
For someone who spends a lot of time obsessing over bike builds, those details matter.
Built to be ridden
Of course, a good-looking bike still needs to perform.
Josh races and rides his bikes in real-world conditions, which means his graphics need to handle everything that comes with cycling – from bad weather and regular washing to transport and plenty of time on the road or gravel.
“For me quality is when something looks good up close, performs properly and still looks good after you’ve actually used it.”
That philosophy is something we share at Slik. Our decals are designed not just to look good when they’re freshly installed, but to become part of the bike and stand up to the riding that comes after.
Bringing Slik into the bike community
As a Slik ambassador, Josh’s approach is refreshingly simple: let the bikes do the talking.
A large part of his content focuses on bike builds, new components and the small details that make a bike unique – making Slik a natural part of the projects he creates.
“I don’t want it to feel like I’ve stopped everything to show someone an advertisement. I’d much rather build something interesting, use Slik to help bring that idea together, and have people notice the graphics because they genuinely make the bike look better.”
And that’s exactly what we love about having riders like Josh in the Slik community. Whether it’s a subtle colour change, a fresh set of wheel decals or a complete build brought together through the details, graphics are another way to make a bike your own.
What’s next for Josh?
With more racing on the horizon and plenty of bike projects in the works, Josh isn’t slowing down anytime soon.
He’s aiming to keep pushing himself competitively while continuing to grow his content and create bigger, more ambitious bike builds.
“I’ve already got a few slightly ridiculous ideas floating around for what comes next, which is normally a good sign.”
We’ll be keeping an eye on what he comes up with next.
In the meantime, follow Josh’s builds, racing and cycling projects — and if you’re already thinking about the next detail to change on your own bike, explore the Slik Graphics collection and start building.