By Geoff Nudelman

It would have been easy for Coast Guard veteran and Destin native Jason Medina to settle into a quiet retirement after 22 years of decorated service. But rest was never his style, and neither was the standard commute.

While stationed in Virginia, Medina rode to work on a rotating mix of motorcycles, eventually discovering electric-powered bikes in the mid-2010s. “I started researching e-bikes from there and thought about what I was going to do next,” he said.

By 2016, Medina had done enough research and groundwork to move back home to 30A and open Pedego 30A in Santa Rosa Beach. It was South Walton’s first, and, at the time, only, dedicated e-bike shop. He quickly earned recognition for sales volume and became a trusted local source for electric-assisted biking.

“Pedego had great customer service, on top of having great bikes,” Medina said. “We were trying to prove that that was a very achievable goal.”

Medina’s discipline and vision served him well as he launched a rental program tailored to families and tourists eager to explore 30A’s growing network of bike paths.

In 2018, he added guided tours, partnering with local guides to create structured, story-rich rides through the area.

When the pandemic hit in 2020, Medina paused operations like many small business owners. But living close to the shop gave him flexibility. He pivoted to an appointment-based model, unlocking the door for customers who’d call upon arrival. As biking surged in popularity, he sold every bike he could stock, running the shop solo throughout much of the pandemic.

“Business was steady pretty much the whole time,” he said.

As the world reopened and demand stabilized, biking remained a favorite way to experience 30A. Today, business is still on par, or better, than pre-pandemic years.

In May, Medina rebranded his shop from Pedego 30A to Eventure Florida, a move that reflects his broader vision. Alongside longtime friend and new business partner Matt Cassidy, he’s expanding Eventure’s offerings beyond e-bikes. This summer, they’re launching guided e-paddleboard tours, adding a new layer to their mission: helping people connect with nature in innovative ways.

Their e-bike tour business is thriving too. During high season, 3–4 guides lead rides of varying lengths and themes. A standout is The Graytest E-Bike Tour, which weaves through Grayton Beach and surrounding towns, layering in local legends, history, and hidden gems. A concierge-style tour from Topsail Hill Preserve to Rosemary Beach is also in the works.

“Some people want direction, others just like to meander,” Medina said. With a fleet of 25–30 bikes (about 15 available for tours), Eventure offers both structure and freedom for its guests.

Next up? Expansion. Medina and Cassidy are eyeing new locations in Key West and New Orleans — vibrant tourist markets where Eventure’s reputation for friendly service and dependable gear can shine. Closer to home, plans are underway for a surfing tour in collaboration with Grayton Beach State Park.

As 30A continues to evolve, so does Medina’s mission. What started as a storefront has grown into a hub for connection, exploration, and joy.

“Everyone was so overworked after the pandemic. Now that things have settled, people are realizing we needed that reset,” he said. “We’re trying to be part of that… helping people slow down, reconnect, and find a little fun again.”

For Medina, the journey is personal. After decades away, he and his wife of 28 years returned to Florida with their two sons to give them a taste of the life he grew up with: sun-soaked days on the water, a tight-knit community, and space to dream big.

“We really do treat our guests like family,” Medina said.

While there are more e-bike shops in the area now, Eventure remains the original, and Jason Medina, with deep local roots and a global perspective, continues to lead with heart and vision.

Ready to ride, paddle, and explore 30A like a local? Discover the original at Eventure Florida.