Interview: “Cycling in Hokkaido – Among the World’s Most Enchanting Experiences” Yuya Ishizuka, Kenichi Akimoto, David Barnett Hokkaido Adventure Travel Guides Cycling Frontier Inc.

Based in Sapporo, capital of Hokkaido, Cycling Frontier Inc. has earned global acclaim for its expert guides and exceptional hospitality. Cyclists from around the world make use of the company’s services to explore Hokkaido’s breathtaking landscapes. In this interview, we speak with three cycle guides who know the region inside out and delve into the untapped potential of cycling tourism in Hokkaido.

A Team of Guides Welcoming Cyclists from around the World

In recent years, cycling tours in Japan have seen a surge in demand, driven by a steady rise in inbound tourism. Since its founding in 2009, Cycling Frontier has been at the forefront of this trend, offering cycling experiences to international visitors.

Cycling Frontier’s team of cycle guides comprises Yuya Ishizuka, the company’s founder and a former professional road racer, Kenichi Akimoto, a seasoned guide who has been with the company since its inception, and David Barnett, a British cycling enthusiast with over 40 years of experience.

All three are certified activity guides for cycling under the Hokkaido Adventure Travel Guide System, a program launched by the Hokkaido Governor in 2023.

Cycling Frontier has built a loyal customer base worldwide, with many clients coming from Taiwan, which is renowned for its cycling culture. The company’s tours have gained popularity thanks to the guides’ in-depth knowledge of Hokkaido’s diverse landscapes, enabling them to design a wide range of cycle tours. Options include short stays lasting just a few nights to extended itineraries of over a week. Frequent requests for “omakase” (leaving all arrangements to the company) tours from repeat customers underscore the trust Cycling Frontier has cultivated over the years.

What has earned Cycling Frontier such a good reputation among cyclists? To answer this, let’s take a look at the guides themselves.

From a Professional Cyclist Active in Japan and Overseas to a Guide

Ishizuka competes in the Japan Cup Cycle Road Race in 2001. (Courtesy of Ishizuka)

Yuya Ishizuka, president of Cycling Frontier, grew up in Sapporo and had an early love of cycling. As a junior high school student, he embarked on an ambitious journey around Hokkaido by bike, camping under the stars along the way. During that trip, Ishizuka encountered professional road racers, an experience that left a lasting impression and inspired him to take up competitive cycling during high school. Reflecting on this formative experience, he considers it the beginning of his journey as a cyclist.

“I think they were members of a professional team training for Tour de Hokkaido. They passed me at an incredible speed,” Ishizuka recalls. “I was amazed and thought: ‘What is this? It’s so cool.’ Around the same time, Tour de France was being broadcast on TV. That’s when I dashed into a local bike shop, determined to join that world someday.”

Ishizuka’s passion quickly translated into results. In high school, he secured second place at the national inter-high school championships. Upon enrolling at the Hokkaido Institute of Technology (now Hokkaido University of Science), he signed a professional contract with a corporate cycling team. While still a university student, Ishizuka spent some two years in Italy, immersing himself in the world of European racing and competing alongside some of the world’s top cyclists.

After completing graduate studies at Hokkaido University, Ishizuka continued his racing career in Japan and Taiwan. However, at the age of 29, a traffic accident left him with a severe injury, forcing him to step away from competitive cycling. While his retirement was thrust upon him, Ishizuka chose to view it in a positive light. “At the time, I was under pressure because I wasn’t achieving the results I wanted,” he says. “It may sound flippant, but the accident became an opportunity to start the next chapter of my life.”

The year after his retirement, Ishizuka applied to work as a driver for Velotaxi, a bicycle taxi and guide service launched in Sapporo. Through this role, he discovered the joys of being a guide for tourists. “I wasn’t very confident at first, but once I gave it a try, I thought, ‘I’m pretty good at this.’ It turned out to be a lot of fun,” he recalls.

Around that time, Akimoto was also working at Velotaxi. A Sapporo native, Akimoto describes himself as “a boy cyclist turned adult” who had competed in amateur cycling events. The two quickly bonded over their shared passion for cycling. “We often went drinking around Sapporo, with all the money we’d made that day,” Ishizuka says with a laugh.

Ishizuka as a Velotaxi driver (Courtesy of Ishizuka)

A Turning Point after Life as a Part-Timer

Taiwanese tourists pose for a group photo during a cycling tour (Courtesy of Ishizuka)

Ishizuka founded Cycling Frontier at the age of 30. The company’s first year saw only five customers. For several years, he made ends meet by working a few part-time jobs while honing his skills in bicycle maintenance.

“Realistically, my future looked bleak, but I had this baseless belief that I’d somehow make it work,” Ishizuka reflects.

The turning point came in 2012. Following the Great East Japan Earthquake on March 11, 2011, a Hong Kong-based charity organized a cycling event in Hokkaido as part of its support efforts. Thanks to a connection from his professional cycling days, Ishizuka was selected to serve as a guide. The event garnered significant attention, with numerous Hong Kong media outlets covering the tour, leading to a very positive response.

Around this time, local governments began to recognize the potential of cycling tourism and organized FAM trips—promotional events aimed at showcasing the region to invited travel agency and media representatives from various places. Ishizuka served as a guide for these trips, highlighting the unique appeal of cycling tours in Hokkaido. Through this role, he established valuable contacts in key markets in Asia, including Taiwan, Thailand and Singapore.

The year after the company was established, Akimoto joined as a staff member. Barnett also came on board as a guide once the company gained traction, supported by a rise in the number of tour participants. Barnett first visited Hokkaido while working for a company in Britain and was captivated by the region’s natural beauty. After briefly returning to Britain, he moved to Hokkaido, where he has lived for over 30 years.

Barnett’s passion for cycling began in childhood, and he has since participated in numerous races. He has also served as an interpreter for Tour de Hokkaido and has known Ishizuka since their days as competitive cyclists.

Staying True to “Guides as Entertainers”

Cycling Frontier boasts three exceptional guides passionate about cycling and Hokkaido. Ishizuka says, “We do our best for our customers while also enjoying ourselves.”

He explains his philosophy as a guide: “The job of a guide is a chain of positivity. We, as guides, and our customers all love cycling, and when our customers are happy, we’re happy too.” He adds, “We don’t do anything extraordinary. We approach each tour with sincerity, always mindful of our role as entertainers, ensuring that every customer enjoys their cycling experience.”

Lastly, let’s hear from the three guides about the appeal and potential of bicycle tourism in Hokkaido.

Akimoto notes, “It’s rare to find a place where stunning cycling routes are so close to urban areas.” His top recommendation is the “Superb View Gourmet Tour” in which participants explore backstreets near Sapporo and New Chitose Airport, enjoying both the scenery and local cuisine.

“Depending on the area, the scenery, weather, food, history and culture all vary. When carefully combine, they can create a diverse range of experiences,” Barnett says. “There are many beautiful roads with minimal traffic. The possibilities are endless.”

The primary challenge for bicycle tourism in Japan is developing a more bike-friendly environment. The guides agree that, compared with cyclist-friendly places like Europe and Taiwan, Japan’s transportation system remains heavily centered on vehicles.

“If Japan can cultivate a cycling culture, Hokkaido could become the world’s premier cycling destination,” Ishizuka says optimistically. “As the number of cyclists increases, the culture will shift. I believe Hokkaido is moving in the right direction.”

From left to right: David Barnett, Yuya Ishizuka and Kenichi Akimoto (Courtesy of Ishizuka)

Cycling Frontier Inc.

Founded in 2009 by Yuya Ishizuka, a former professional cyclist and certified Cycling Guide Master with the Japanese Cycling Guide Association (JCGA), Cycling Frontier specializes in cycling tours across Hokkaido. In addition to its cycling tours, the company offers exclusive experiences, such as winter smelt fishing, and provides bicycle rental services. The company’s three cycling guides—Ishizuka, Kenichi Akimoto and David Barnett—are all certified Hokkaido Adventure Travel Guides (activity guides for cycling).