As part of the Morning Lazziness series highlighting empowering women who are making a remarkable impact with their ideas, I had the pleasure of interviewing Renae Kunda.
Renae Kunda is the heart and operational force behind Cape York Motorcycle Adventures, the pioneering off-road tour company she co-founded with her husband Roy in Far North Queensland. Known affectionately as the “Queen of the Cape,” Renae blends logistical precision with warm hospitality, guiding riders from their first enquiry to their final high-five. With over three decades of experience, she’s helped transform a family passion into a world-renowned adventure business. Whether she’s coordinating bookings, managing crew logistics, or ensuring every rider feels at home, Renae’s leadership and dedication are the backbone of every unforgettable journey to the Tip of Australia.
In this interview, she offers a candid look at the realities of entrepreneurship, sharing both the challenges and the victories that represented her path.
What’s the origin story behind your business, and how does it reflect who you are beyond the entrepreneur title?
Cape York Motorcycle Adventures started in 1990 with just two bikes, a swag of determination, and my husband Roy’s obsession with exploring unknown trails. We didn’t just create a business, we pioneered an entire industry. For me, it’s always been about creating life-changing experiences in one of the wildest, most beautiful corners of Australia. Beyond the entrepreneur title, I’m a nature-loving adventurer at heart, a connector of people, and a firm believer that the best stories are told around a campfire; preferably with a bit of red dust in your hair.
Your work blends purpose with business — what’s the “why” that still gets you out of bed on tough days?
It’s simple; I get to watch people’s lives change in front of me. One day, they’re strangers in motorcycle gear, a bit nervous about what’s ahead, and when I see them at the end, they’re lifelong friends with a story they’ll tell forever. On the tough days, I remember that we’re not just running tours; we’re giving people moments they’ll carry for the rest of their lives. That’s worth getting up for, every single time.
Many brands offer similar services, but few capture hearts — what’s your secret to building deep emotional resonance with your audience?
We don’t just sell a ride; we create a once-in-a-lifetime story people get to star in. We’re a family-run operation; everything we do, from the first phone call to the last handshake, is personal. We learn our riders’ dreams, push them just enough to surprise themselves, and share moments that can’t be bought, like a campfire under a billion stars or crossing a river you thought was impossible. Along the way, we have a knack for turning men into boys, grinning, mud-splattered, and loving every second. That emotional connection is real because it’s shared; our team is living it with them.
What’s been your most effective marketing strategy, and can you walk us through the creative thinking or risk-taking behind it?
Our most effective marketing strategy has been showing the real adventure, not polished stock images, but actual riders, red dust, big grins, and the occasional ‘oops’ moment. We leaned into authenticity before it was a buzzword, sharing raw photos and stories that made people feel like they were already on the ride. The risk? It meant showing the messy, unpredictable side of adventure, but that’s precisely what made it irresistible. People don’t just want to see the destination, they want to feel the journey.
How do you listen to your community — not just in surveys or analytics — but in ways that help you anticipate their unspoken needs?
We listen with our eyes as much as our ears. On the trail, you can tell when someone needs a bit of encouragement, a laugh, or even a quiet moment just by the way they ride or stand around the campfire. Off the trail, we stay connected, swapping stories, answering calls ourselves, and remembering the little details that matter. We are our community, and by living the adventure alongside our riders, we can anticipate what they need before they even ask.
Which campaign, collaboration, or strategic shift felt like a true turning point in your brand’s public image?
A standout moment was when Grant Denyer filmed for Channel 7’s Sunrise over a week, creating the first outside broadcast from the tip of Cape York. The Cape played up terribly, with flooded creeks, wild conditions, and the very real risk we wouldn’t make it, sending ratings through the roof and even crashing their website twice. It proved that raw, unpredictable adventure is precisely what people connect with most.
In your own words, how do you measure success beyond profit, in terms of legacy, influence, or cultural impact?
For me, success is when someone tells us their Cape York ride was the best week of their life, and then brings their son, daughter, or mates back to share it. It’s seeing riders from all over the world connect with this wild corner of Australia and take a little piece of it home in their hearts. Our legacy isn’t just in kilometres ridden, but in the friendships formed, the respect for the land we’ve fostered, and the fact that people are still talking about their adventure decades later. We had Pat visit us yesterday; he rode 20 years ago and needed a new t-shirt. How amazing is that!
Can you recall a moment when a failure became a story worth telling in your press or brand narrative?
As I mentioned before, when Grant Denyer and the Channel 7 Sunrise crew joined us to film the first outside broadcast from the tip of Cape York, we had just five days to complete a six-day trip. On day one, we encountered unseasonal September weather, a flooded river that stranded our bikes on the far side, away from our support vehicle. This forced us to spend a whole day scrambling to find a boat in a remote area to cross the river. We had no idea if this would be the only hold-up or if we’d even make it. But that uncertainty turned into TV gold. Viewers tuned in daily to see if Grant would succeed, and it ultimately delivered Sunrise some of their best ratings ever, even crashing their website twice. It was the perfect reminder that the best stories aren’t the smooth ones; they’re the ones that keep everyone on the edge of their seat.
What’s a daily or weekly ritual that keeps you grounded and in touch with your brand’s mission, even when business gets chaotic?
Well, I answer every call and e-mail because hearing the excitement, nerves, or reasons why riders make the call keeps me connected to why we started this in the first place. It’s a reminder that behind every booking is a person chasing a dream, and our job is to make that dream even better than they imagined. It’s the best part of my job.
How do you approach innovation in a way that makes your brand both trend-aware and timeless?
One of our favourite ways to stay innovative and timeless is by entering awards. It forces us to step back and look at the business through a judge’s eyes, not just an owner’s. That outside perspective keeps us sharp, helps us spot areas for improvement, and pushes us to think beyond day-to-day operations. Our guides ride out with customers on every trip, listening, observing, and researching ways to improve our equipment and the overall experience constantly. Trends come and go, but a business that continually challenges itself to meet high, independent standards will always stay relevant.
If you could pass down only one piece of wisdom to the next generation of entrepreneurs, what would it be and why?
Learn what you preach and practise what you teach. It’s easy to talk about passion, quality, or service, but living it every single day is what earns you trust and loyalty. I’m an advocate for learning, educating, and improving every day. Your customers and your team can spot a fake instantly, and they’ll follow a leader who’s in the trenches, doing the work, and holding themselves to the same standard they expect from others.
Winning recognition in your industry is no small feat — what behind-the-scenes decision or move do you believe made that possible?
For us, the game-changer was treating every ride like it was being judged for an award, long before the trophies came. We invested in the best equipment, refined our safety systems, and handpicked guides who not only know the terrain but genuinely care about our riders, no ego!. Behind the scenes, we’ve built a culture of constant improvement. Our guides ride with customers, listen, and tweak everything from gear to routes. That commitment to excellence has earned us Quality Tourism Accreditation and an Exceptional Travellers’ rating of 9.9, so when the judges looked our way, they saw the same quality our riders experience every day.
How have public recognition, awards, or media features shifted opportunities for your brand in unexpected ways?
Public recognition has opened doors we didn’t even know were there. Awards and media features have put us on the radar of adventure seekers from around the world, sparked collaborations we never would have chased, and even brought in riders who’d never considered Cape York until they saw us on TV or in a magazine article. It’s also given our team a huge morale boost; there’s a real pride in knowing the world sees the same quality and passion we put in every day.
If someone hears your name or sees your work just once, what’s the one message or feeling you hope they leave with?
That adventure is worth chasing, and with us, it’s going to be safe, unforgettable, and a whole lot of fun. I want them to picture the red dust, the laughter, the campfire under a billion stars, and think, ‘One day, I’m doing that.
