Pure Cycling
The community that transforms your life through cycling.
A transformation program with cycling, nutrition, mindset, mobility and faith. With members in 30+ countries.
Join Pure Cycling →Tourism developer · Hospitality · Costa Rica
We don’t build
hotels.
We build reasons to travel.
I develop and run themed hotels in La Fortuna de San Carlos. Bike & Bed has been operating since 2025; Humaya opens in November 2026. All of it from Costa Rica.
22+
Years of experience
2004
PuroMTB founded
30+
Countries — Pure Cycling
3
Purpose-driven companies
Costa Rica
Home of the ecosystem
About Tony
Entrepreneur and cyclist.
He started selling apples to buy a bicycle.
Today he leads a group of companies that have generated millions of dollars.
From engineering to entrepreneurship
Computer engineer by training, entrepreneur by calling. Certified cycling coach and leader trained by John Maxwell Leadership. Founder of PuroMTB, Pure Cycling, Bike & Bed, Humaya and LideraX10 — all sharing one mission: adding value and transforming lives.
A community without borders
Tony Alvarado builds community around mountain biking and road cycling. Pure Cycling, his online program, has members in over 30 countries.
- Computer engineer and entrepreneur
- Certified cycling coach and trainer
- Certified by John Maxwell Leadership
- Founder of PuroMTB, Pure Cycling and Bike & Bed Hotels
- Over 22 years of entrepreneurial experience
- Published author on Amazon
Faith and purpose
Faith is not the exception. It is the foundation of everything.
Tony Alvarado builds from faith. He believes the purpose of his companies goes beyond business: it is a vehicle to transform communities, generate real impact and leave a lasting legacy. These are the values that guide every decision in his life and everything he builds.
Faith
Tony attributes to God the growth, vision and purpose of what he has built. Faith is a central part of his leadership and his life.
Discipline
The same consistency a mountain stage demands is what building a company demands. No shortcuts.
Community
What Tony built wouldn't work without the people who chose to walk with him.
Service
He didn't build companies to accumulate. He built them so others could grow.
Transformation
He doesn't look for followers. He looks for people who are ready to truly change.
Legacy
Building something that outlasts you. That is what drives every decision Tony makes.
Business ecosystem
An ecosystem built around a single mission.
Transforming the lives of millions of people through cycling, wellness tourism and shared ownership of tourism assets.
PuroMTB
The cycling store and community of reference in Costa Rica.
Founded in 2004, PuroMTB has over 20 years of history, physical store, online sales and a wide cycling community.
Explore PuroMTB →
Bike & Bed Hotels
The sports tourism model of the future.
A cycling-themed hotel with professional operation and global expansion vision. Opportunities for investors.
View opportunity →And two more, born from the same idea.
Humaya
Ten villas at the foot of the Arenal Volcano.
A place to stop running and get back to the essentials. Architecture that disappears into the forest, real silence, and five pillars: move, nourish, connect, create and believe. Opening November 2026 in La Fortuna.
Visit Humaya →
LideraX10
Consulting so your company runs without you.
Mentoring and methodology to scale companies on six fronts: marketing, leadership, sales, strategy, finance and spirituality.
Visit LideraX10 →Community
We connect people with the same passion for cycling.
Transformation
We empower lives through sport, faith and purpose.
Global Impact
We create opportunities that transcend borders.
Purpose
Every pedal stroke
has a purpose.
Tony Alvarado did not build companies by accident. Behind each project is a story of faith, discipline and a deep conviction: the bicycle can change lives. It did with his, and today he makes it possible for thousands of people in 30+ countries.
- Over 22 years transforming lives through cycling
- Active community in Costa Rica and Latin America
- Faith, purpose and discipline as pillars of leadership
Social impact
Pedalea la Felicidad Foundation
An initiative to transform lives through the bicycle, bringing mobility, sport and new opportunities to children, youth and people with limited resources.
Each bicycle can become a tool of freedom, wellbeing and hope for a person, a family or a community.
Mobility and access
Providing bicycles to people and communities who truly need them.
Sport and wellbeing
Promoting physical activity, healthy habits and community connection.
Opportunities for new generations
Bringing cycling closer to children and young people, including youth leagues and development programs.
A bicycle can change a story.
Bicycle goals
- 2026
- 50bicycles
- 2027
- 100bicycles
- 2028
- 150bicycles
- 2029
- 250bicycles
* Figures represent projected goals, not achieved results.
Books
Three books. One mission.
From building companies with faith to the craft of developing and running hotels.
New · In preparationThe New Tourism
The New Tourism
Business 2027
Guests stopped travelling for the room and the generic hotel stopped being a good business. Tony’s third book covers what changed in the craft of building and running hotels — written from La Fortuna de San Carlos.
See the book
Available on Amazon
Secretos para ser un empresario exitoso
The principles Tony used to build an ecosystem of companies around cycling for over two decades. Not theory — lessons learned through failures, victories and faith in the process.
Buy on Amazon
Available on Amazon
Sigue Pedaleando
The bicycle was with him from childhood, put him to the test at age 16 and then became the tool God used to rebuild him. A book about faith, purpose and keeping going when the road gets hard.
Buy on Amazon →Mentors
Shaped by those who have built leadership on a world scale.
Tony has learned from global references in leadership, business and cycling. That is a central part of what he shares today.
John C. Maxwell
Tony is certified by John Maxwell Leadership, an internationally recognized leadership program.
Spencer Hoffman
A reference in entrepreneurship and mindset. Tony has shared the stage and training with Spencer Hoffman in the areas of business and personal development.
Speaking
Tony doesn't speak from a pretty idea. He speaks from a story that almost stopped him and 22+ years of building.
Entrepreneur, cycling coach and speaker with over 22 years of experience in Costa Rica.
InspirationHealthPurpose
Personal transformation through cycling
How mountain biking and road cycling can become a tool for physical, mental and spiritual change.
LeadershipEntrepreneurship
Building businesses with purpose and faith
Lessons from 22+ years building companies from faith, discipline and purpose.
LeadershipTeams
Leadership: from theory to the field
Cycling as a metaphor for real leadership: peloton, strategy, endurance and vision of the finish line.
BusinessTourism
Sports tourism: the opportunity of the 21st century
The rise of active and wellness tourism as a purpose-driven business model with global reach.
From the blog
Latest articles
Entrenamiento-Rendimiento · ES
Cómo Mejorar en Ciclismo Aunque Solo Tengas Cinco Horas por Semana
Descubre cómo organizar cuatro o cinco horas semanales para entrenar con intención, medir tu progreso y seguir mejorando sin copiar a los profesionales.
June 19, 2026 · 12 min read
Read · ES →
Fuerza-Acondicionamiento · ES
Entrenamiento de Core para Ciclistas: Cómo Ganar Estabilidad y Evitar Fugas de Energía
Aprende por qué el core es clave para mantener una postura estable, transferir mejor la fuerza y reducir movimientos innecesarios al pedalear.
June 19, 2026 · 10 min read
Read · ES →
Nutrición para Ciclistas · ES
Qué Comer Durante una Ruta en Bicicleta para Evitar la Pájara
Una guía práctica para saber qué comer antes y durante una ruta, mantener la energía y evitar la temida pájara sin sentir pesadez.
June 19, 2026 · 12 min read
Read · ES →
How can we help you?
This form is the direct line to Tony's team.
Response times
For speaking or co-ownership inquiries, the team responds within 24 to 48 business hours.
Location
San José, Costa Rica
Frequently asked questions