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Tyler Pratt, Adbank

World Class Mountain Biker Works Locally in UX/UI

Tyler Pratt, an Enduro World Series-qualified racer, traded a job with IBM in Markham for a blockchain startup in Collingwood.

When it comes to serious mountain biking in Ontario, Collingwood is the place to be. “It’s not the best place in Ontario for enduro training, it’s the only place,” affirms Tyler Pratt, a 28-year-old Enduro World Series-qualified racer who calls Collingwood home.

Pratt made the move north four years ago. He and his wife Whitney packed up their home in the GTA and hit the road with lots of optimism and a love of the outdoors. Pratt kept his UX/UI design job with IBM in Markham and made the commute three times a week for the first year, while his wife hit the ground running with a resume, ultimately finding a position as Events Manager with Craigleith Ski Club.

“My IBM job only lasted a year because I started getting acquainted with the business scene in South Georgian Bay,” says Pratt. “I was surprised, to say the least. You’d think ‘small town, no tech’ but that hasn’t been my experience.”

Pratt’s first job in the area was user interface and experience (UI/UX) design with a Collingwood telecom software firm. He met Adbank’s principal, Jon Gillam, at a networking event. “I started freelancing with Adbank, and eventually the full-time thing came about organically.”

Tyler now applies his UI/UX skills to Adbank’s online ad platform, a new generation intermediary between ad buyers and the websites that publish the ads. Powered by blockchain technology and equipped with advanced anti-fraud AI, the platform drastically lowers advertising costs and promises complete transparency between advertisers and publishers.

“Most people don’t know that online ad fraud is as big as it is,” explains Tyler. “It costs marketers a fortune and cheats publishers out of revenue. Moneywise, it’s the second biggest organized crime enterprise behind the drug trade.”

When he’s not refining the user experience at Adbank, Pratt spends a good chunk of his time on his bike, training at 3 Stage, Pretty River Provincial Park and on Blue Mountain Resort’s downhill mountain biking network. He spins indoors, goes fat biking and snowboards in the winter.

“I love it here,” Pratt beams. “I work at Adbank four days a week and train most Fridays. When I have a training ramp-up or racing events around the world, Adbank accommodates me. Jon [Adbank’s owner] and I bike together a fair bit and yes, I do wait for my boss to catch up.”

“It’s more than just the sports. I’ve built a tight group of friends and we have our favourite spots, from bars to beaches.” Pratt smiles. “Well, truthfully a lot off it has to do with the biking. Where else can you finish work and be ripping world class trails ten minutes later?”

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