about us
“Yes, he’s my cool cycling idol,” 
Yui laughed during a post-race chat at the 2022 Masters Tour of Chiang Mai. Despite an age gap of more than two decades, bicycles created an instant connection between Fidel and Yui—an unlikely duo whose shared passion sparked the idea for Sanook Cycling: a pure cycling experience in Thailand.
Our motto, “Cyclists understand cyclists,” guides everything we do. We want every ride with us to feel like going out with your best friends—fun, memorable, and full of discovery.
our invitation to you
With our love of cycling and our love of Thailand, we hope you will join us on a ride, Sanook style—fun, relaxed, and unforgettable. May we have the honor of building a lasting “bike-relationship” with you?
Our team
YUI
Once a graduate school dropout, Yui packed her bags and flew to New York City to pursue a master’s degree in Visual Communication. Just four months later, she realized life without a bicycle wasn’t for her. So, she took the remaining funds—originally set aside by her mother for tuition—and crossed off a bucket-list dream: riding a mountain bike down Bolivia’s infamous “Death Road” (El Camino de las Yungas).
Since her twenties, Yui has been an active member of Thailand’s triathlon and cycling community. Before the COVID-19 era, she helped organize major international marathons, triathlons, and cycling events. Her ultimate dream? To host Thailand’s first women-friendly bicycle tour. Yui describes herself as a versatile cycling enthusiast—just as happy on long-distance rides as she is pedaling through Bangkok’s lively street food scene.
FIDEL
For the past 20 years, Fidel has lived and cycled in Thailand, exploring countless back roads on two wheels. With a deep knowledge of Thailand’s cycling routes, he’s what you might call a “traffic-proof” rider—skilled, confident, and always at ease.
Since 2011, Fidel has co-organized the Masters Tour of Chiang Mai, a 4-stage race that has become a cornerstone of the local cycling calendar. He has been especially dedicated to supporting Thai riders by creating additional award categories that celebrate local talent alongside international participants from across Asia and the Middle East.
Beyond cycling, Fidel brings decades of experience in tourism and hospitality, along with a personal spiritual journey that has fostered empathy and insight. This unique blend allows him to design cycling holidays that are not only expertly planned but also deeply personal—ensuring every Sanook Cycling adventure feels perfectly tailored, whether you’re a seasoned rider or just starting out.