Jittery Joe's cyclist Cesar Grajales (right) poses with Lance Armstrong after defeating him at Brasstown Bald in 2004. Photo courtesy of Jittery Joe's Professional Cycling Team.

A victory over seven-time Tour de France champion Lance Armstrong showed that Athens-based underdog Jittery Joe’s Professional Cycling Team could compete with world-class opponents, bringing international sales to the team's title sponsor.

Michael Ripps, president of Athens-based Jittery Joe’s Franchising LLC, said the pivotal moment for the company and the team came during the 2004 Tour de Georgia, when Jittery Joe’s Colombian-born cyclist Cesar Grajales beat the global cycling star on the Brasstown Bald stage of the race.

“All of a sudden, Jittery Joe’s became more than a local coffee shop,” Mr. Ripps said.  “People from all over started calling and asking, ‘Where can I get your coffee?’  The bike team is the reason we’ve grown outside of Athens.”

The coffee company that began helping University of Georgia students make their morning classes in 1994 currently has nine locations in Georgia and one in Clemson, S.C.

The Jittery Joe’s Web site now draws worldwide orders for coffee and cycling gear.

“We get a lot of orders from outside the country, mainly from (areas) that follow cycling,” Mr. Ripps said, including Australia, Japan and Taiwan.

He also said that the company plans to continue expanding its franchises in the Southeast and establish a branch outside of the U.S. in 3 to 4 years.

Mr. Ripps said that Micah Rice, now the team’s general manager, approached the company about forming a cycling team in 2002.

He added that Mr. Rice formed the squad and Jittery Joe’s developed its “Morning Ride” blend for the team to sell out of a van at various cycling events, before about 600 bicycle shops across the nation began to carry the flavor regularly.

The Jittery Joe’s team sponsorship base has grown since its founding to include several international and Georgia-based companies.

Jittery Joe's cyclists training in north Georgia. Photo courtesy of Jittery Joe's Professional Cycling Team.

Bicycle parts manufacturer Shimano Inc. and digital equipment producer Cat Eye Co. Inc. are both based in Osaka, Japan, while Quebec, Canada-based Louis Garneau Sports Inc. supplies the team’s uniforms.

Racing tire manufacturer and Jittery Joe’s sponsor Maxxis International was founded in Taiwan and has its U.S. headquarters in Suwanee.

The team also draws international talent, as three members of the 2008 roster are from Australia.

“We pick from a worldwide base,” said Mr. Rice.  “There’s some riders that may never even have raced in Georgia, but we’re bringing them in based on how well they’re doing elsewhere.”

He added that the Australian cyclists see racing in the U.S. as both a challenge and an opportunity, particularly on the top-rated Tour de Georgia course.

“It’s definitely becoming a big race on the world scene,” Mr. Rice said.  “You’ll see updated newspaper articles daily in Italy about who’s leading the Tour de Georgia, so there are a lot of eyes on Georgia internationally.”

He added that the race gives the Jittery Joe’s team a home-field advantage each year.

“On Brasstown Bald, in the past we’ve had up to 75,000 people on that mountain, and the crowd in downtown Atlanta around Centennial Olympic Park is fabulous,” Mr. Rice said.  “It’s just like being in any arena and having your fans cheer for you.”

Despite the growing success and support for the team, they are still underdogs compared with many of their competitors.  Mr. Rice said that many teams have an annual budget of $20 million, compared with Jittery Joe’s $500,000.

He added that regardless of that disparity, the team continues to make its mark by racing competitively across the U.S. and Canada.