Mr Blackwell is the visionary behind Blackwell and Sons, and its commercial and creative driving force. He is a specialist in brand development and execution, and runs his own advertising agency, Stun, which services clients throughout the US and Europe.

About as politically correct as whale-hunting, Mr Blackwell loves to take on non-sensical, charge-by-the-hour bureaucracy, especially if it stands in the way of a certain theatricality he delights in bringing to all of his endeavours. He is renowned for his creative flair, decisiveness and sparkling wit, but not so much his athletic prowess.

Mr Blackwell’s litmus test for commercial and creative decision-making is whether his mother will be offended. Regular clips around the ear are the price he pays for pushing the envelope too far.

Mr Kelly is the kind of person you want around following a natural disaster. While his colleagues could prepare a pretty effective press release about what was happening, Mr Kelly possesses the kind of skills that would actually help society to recover.

His practicality is put to perfect use as Blackwell and Sons’ front man, heavy lifter and all-round go-to guy. Mr Kelly assembles, sells, delivers and maintains bicycles, manages stock inventory, runs the Greytown emporium and dazzles customers with his sparkling service. He takes calls at all hours of the day and night, drives the length and breadth of the country on official business, and knows everything worth knowing about Pashley’s two-wheeled masterpieces.

If you ask nicely, he might even fillet some cod for you on his days off. Oh, but Friday is pie day. Don’t ever get in the way of that.