It’s not often you hear about someone swapping the world of high-speed racing for the art of crafting the perfect croissant. At EO Melbourne’s latest event, “The Pit Stop” – Kate Reid’s Adventure from the Fast Lane to Baking Fame, that’s exactly the story attendees were treated to.
Kate Reid, the mastermind behind Lune Croissanterie, shared her incredible transition from an aerodynamicist with Williams Formula 1 to the helm of a globally celebrated pastry empire. Held at the Fox Collection Classic Car Museum in Docklands, the event attracted a full house of entrepreneurs, all eager to glean lessons from Reid’s fascinating career shift and entrepreneurial journey.
In a fireside chat, Reid took the audience through her unexpected pivot. She spoke of her childhood dream to work in Formula 1, which led her to the prestigious Williams team in the UK. However, after three years in the high-stakes world of motorsport, she realised the reality didn’t match her dream. Returning to Melbourne, Reid followed a new path, channelling her meticulous engineering skills into pastry, which eventually led to the launch of Lune Croissanterie in 2012.
What began as a humble bakery in Fitzroy has now grown into a celebrated business with over 200 staff across Melbourne and Brisbane. Reid spoke openly about the challenges she faced in scaling Lune while preserving the quality and innovation that set it apart. The audience was particularly engaged by her approach to leadership, where she prioritises team empowerment and a commitment to excellence in every croissant.
The Fox Collection Classic Car Museum provided a dramatic and stylish setting for the event, but it was Reid’s inspiring journey that truly stole the show. EO members were offered a rare behind-the-scenes look at how she transformed a passion into a thriving empire and how those same principles—resilience, innovation, and unwavering attention to detail—can drive business success.
After the fireside chat, attendees had the opportunity to interact with Reid and those present, enjoying refreshments that naturally included her famed Lune croissants. The event offered ample opportunity for networking, with many entrepreneurs staying to discuss their own takeaways from the morning.
Following Reid’s talk, EO Melbourne hosted a Membership Information Session for prospective members, outlining the many benefits of joining the organisation. “The Pit Stop” left attendees not only inspired but also equipped with actionable insights to fuel their own entrepreneurial journeys.