The 'Ridewiser' brand name is actually an abbreviation for the catch-line of a counselling program developed by Rob Crowe in 1998: 'Ride the journey of your life more wisely'.
This phrase was the lifestyle philosophy of Rob Crowe after recovering from deep depressions through his twenties while also striving to create an eventually successful Olympic cycling career.
It means, 'make good decisions as you go'. The culmination of many lessons in cycling racing and mental illness struggles combined led to a most liberating realisation that in all the experiences you ever have, no matter how dire or challenging, there are really only two possible outcomes that can result: you either win or you learn.
The word 'ride' is actually a reference to any action propagating a life cycle experience, such as riding a surf wave in to shore, riding your bicycle to a destination, or discovering your true self through a series of counselling sessions. Actually it was years after the cycling career of the 90's, and a short counselling career had ended, that riders in the cycling fraternity began asking to be taught about how to really train well. The word 'ridewiser' resurfaced as a new program name, and was ironically, quite well suited for a cycling-related business name.