Rich & Ben
Rich and Ben have an interesting and intertwined story. Intertwined in the cycling world at least. These guys were best friends in the 80’s and each has owned bike shops independently over the years. Both of these guys grew up around bicycles. In fact, from the age of 13 to 19, Rich worked for Jerry Timberlake, the owner of Big Wheel Bike shop here in Fresno. In 1981, Rich opened the International Bicycle Center off Shaw and Maroa and sold it a few years later when he briefly moved to San Luis Obispo. Interestingly enough, Ben worked for Rich for a stretch during that time. In 1985, Ben opened Tri Sport Bicycles located at Nees and First Avenue, and sometime later, Rich returned the favor and ended up working for Ben for a stretch. In 1997, Rich opened up Cyclopath Bicycles on Blackstone and Sierra next to the Millers Outpost store (if you remember that). During this time, Rich and Ben became friendly competitors but competitors all the same. As fate would have it, they each ended up selling their stores in 2003. Rich recounted to me that on the day the sale of his shop Cyclopath closed, Ben called him and said, let’s get back to being good friends now that we’re no longer competitors. Rich quickly agreed.
In 2007 Rich and Ben teamed up to open Rubber Soul Bicycles located on the Northwest corner of Blackstone and Nees where it’s been ever since. They opened the shop on the cusp of the Great Recession too but defied the odds and thrived during that time. They were predominately a Trek dealer at the time and their long-term sales rep told them that throughout his career, he had never seen a story like this play out where two guys owned separate shops, then sold them and teamed up years later and immediately regained all of their respective clients back. When Rich told me this, it didn’t surprise me one bit either.
(Todd Mitchell, The Mitchell Group)
Meet the Staff
We are known for our friendly and knowledgeable staff and technicians. With over 100 years of combined experience in the service department, the team is dedicated to providing expert bike repairs, maintenance and customer service.
Ernesto
Ernesto has been a valued member of Rubber Soul Bicycles since 2014. Originally from Guadalajara, Mexico, he began working in the bicycle industry at the age of 14, learning the craft alongside his family at his father’s bike shop. With 25 years of experience, Ernesto brings a deep understanding of bicycle mechanics to his work. He is also certified in Specialized, Shimano, Bosch, Faze, and e-bike technologies.
Favorite Bike: Levo SL – Ernesto appreciates the micro-tune adjustability on the MasterMind display, calling it one of the best e-bikes on the market.
Danny
Danny, Head Tech Service Coordinator at Rubber Soul Bicycles, has been a key part of the team since 1995. With over 25 years of experience in the cycling industry, Danny is recognized for his extensive knowledge and expertise. Before joining Rubber Soul, he worked at TriSport locations in Fresno and Visalia and at Sports West. Danny is a passionate cyclist who enjoys racing and riding his Tarmac SL8, a bike he considers the fastest on the market.
Favorite Bike: Tarmac SL8 – Known for its speed and performance, this bike is built for serious cyclists. Stop by for expert advice and outstanding service from Danny.
Mike
Mike Weathers has been an integral part of the cycling community since 1994, beginning his career at TriSport before joining Rubber Soul Bicycles in 2010. With over 25 years of experience as a bike mechanic, Mike is certified by Specialized, Retül, and Serotta fit schools. He is also a two-time Ironman finisher. A native of Delano, CA, Mike is passionate about providing expert service with a friendly attitude.
Favorite Bike: Epic Evolution – Its lightweight design and versatility make it the perfect all-around bike for any rider.
Jon
Jon Stewart has been a dedicated cycling professional for over 25 years. He started his career as a bicycle messenger in Portland, OR, before joining Rubber Soul Bicycles in 2013. With 15 years of experience in the bicycle industry before joining the team, Jon is an expert in all things cycling and is always eager to share his knowledge.
Favorite Bike: Specialized Crux – A lightweight, responsive, and comfortable bike, perfect for a variety of riders. Jon is the go-to person for all bike-related questions.
Nick
Nick Ustinenkov, the newest member of the Rubber Soul team, joined in October 2023. A passionate mountain biker, Nick’s first bike purchase was a 2008 Specialized Enduro SL Comp, and his current ride is a 2021 Rockhopper Expert. Known for his positive attitude and enthusiasm, Nick is excited to bring his energy and fresh perspective to the team.
Favorite Bike: Rockhopper Comp – With a 1X system, lockout suspension, and tubeless-ready wheels, Nick appreciates its performance and versatility for mountain biking.
Edna
Edna joined Rubber Soul Bicycles in August 2023, bringing with her a deep passion for bicycle advocacy and a commitment to promoting cycling as a sustainable and enjoyable mode of transportation. A Fresno, CA native, Edna is dedicated to advancing the local cycling community and is currently serving as the Chair of the Fresno County Bicycle Coalition. Additionally, she contributes her expertise on the Active Transportation Advisory Committee for the City of Fresno. Edna takes pride in assisting others in finding the perfect bicycle tailored to their needs. An avid fan of peaches, pears, and Kombucha, Edna enjoys staying active and living life at her own pace.
Favorite Bike: Specialized Diverge, Edna appreciates the bike's versatility that allows you to effortlessly transition from gravel paths to road riding.
Jeff
Originally from Encino, CA, Jeff has called Fresno home since 1980. He joined Rubber Soul Bicycles in June 2020, after previously working with Target and taking a break due to the global pandemic. His transition to the bicycle industry was unexpected; after seeing an ad on Facebook, he reached out, and was pleasantly surprised when Mike L., a longtime acquaintance, invited him to join the team.
Jeff has a deep passion for cycling, particularly in his role as a bicycle mechanic. He describes his work environment as a "kid in a candy store" experience, given his love for bikes. Prior to joining RSB, Jeff also ran his own Pedicab business, Jeff's Pedicab Co. Outside of work, he’s a fan of peanut butter cookies.
Favorite Bike: Tero X5 – He admires it for its design, reminiscent of WWII-era motorcycles.
Nate
Nate joined Rubber Soul Bicycles in December 2020, bringing with him a background in sports massage therapy from his time in Arcata, CA. After relocating to Fresno during the 2020 pandemic, Nate quickly became involved in cycling, particularly gravel and road biking. Currently studying to become a social worker, Nate’s approachable personality and love for cycling make him an excellent resource for all your biking needs.
Favorite Bike: Specialized Sirius X 4.0 – Ideal for long-distance gravel, road, and tour riding, Nate appreciates the bike’s versatility and comfort.
Lock Strategy - Sheldon Brown Method
If you don't have secure parking at your workplace or plan to lock your bicycle in unsecured areas, it’s essential to use a high-quality lock, like a Kryptonite U-lock. This is particularly important if you're locking in areas with higher crime rates, though you don't need to bring it home every night unless you're locking your bike in a risky area on your way home. Remember, a solid U-lock can be the difference between a $400 bike and a $1000 bike in terms of protection.
Choosing the Right U-Lock
Many people choose bulky, heavy U-locks because they aren’t sure how to use them effectively. A U-lock, when used properly, can offer optimal security without being overly cumbersome. Here’s how to use it correctly:
Positioning the Lock:
- Place the U-lock around the rear wheel and tire, ensuring it fits somewhere inside the rear triangle of the frame. Avoid looping the lock around the seat tube.
- This makes it difficult for thieves to remove the wheel, even if they attempt to break or disassemble the object the bike is locked to.
Selecting the Best U-Lock:
- Smaller U-locks, such as the Kryptonite Mini, are often the best choice. They're lighter and more compact, yet just as secure.
- Smaller U-locks have less room for tools like an automotive jack, making them harder to break open.
- Face the keyway downward to prevent it from being easily drilled out by potential thieves.
Addressing Common Concerns
Some cyclists worry about thieves cutting the rear rim and tire to steal the bike. While this is technically possible, it’s extremely rare in real-world scenarios.
- Cutting the rim with a hacksaw is possible, but it requires the thief to first remove or cut through the tire—no easy feat. A thief would be unlikely to steal a frame without the rear wheel, which is often the most expensive part of the bike.
Locking Tips for Additional Security
If you're using a slightly longer lock, you may want to:
- Lock around the rim, and chainstays or seatstays. This ensures the wheel remains securely locked even if the object you're locking to can be broken or disassembled.
- Use the left side of the bike, where the chain doesn't get in the way, allowing for a smaller lock.
Locking Your Bike Anytime It's Out of Sight
Never leave your bike unlocked, even for a brief moment. Theft can happen unexpectedly, even in places that seem secure. Here’s an example:
- John's Story: John had his bike locked in the back yard of a friend’s house, thinking it was safe. A guest, who left the Thanksgiving dinner early, stole the bike. A simple cable lock, which John had in his touring bag, could have prevented this theft.
Always lock your bike when leaving it unattended, even at home, unless it’s in a secure area.
Using Secure Bike Parking
Some workplaces provide secure bicycle parking, either by allowing you to bring your bike inside or offering a dedicated locked bike cage. For example, at the Dana Farber Cancer Institute in Boston, their bike cage is monitored by video surveillance and protected by an electronically operated lock. Employees use a smart card for access, while others must speak with a guard over an intercom to gain entry.
Even in such secured spaces, it’s wise to lock your bicycle and remove any valuables to ensure maximum security.
(sheldonbrown.com)
Rubber Soul Bicycles Supports Local Business
Touchstone Climbing | MetalMark Fresno
In 2011, we opened MetalMark in Fresno. In this case we were able to design the building from the ground up, bringing something truly unique to the Central Valley. You want innovative terrain? You got it. Adjustable cracks to practice for Yosemite splitters? No problem. Striking full glass windows to light the 45 foot walls? Of Course! MetalMark shows why contemporary and cutting edge terrain are synonymous with Touchstone Inc.
Central Valley Cycling Charitable Association (CVCCA)
Central Valley Cycling Charitable Association (CVCCA) was created to allow local cyclists to combine their love of cycling with their passion for helping others. CVCCA is also known as Parker's Team. Parker, a luekemia patient and bone marrow transplant recipient, is our inspiration. We recruit and train new members to ride a 100-mile bicycle ride (also known as a 'century'), along with organizing and promoting fundraiser events, to raise funds for charities selected by our group.
Offering California’s finest one and two-day whitewater rafting trips. Join us for a deluxe whitewater rafting expedition on the Class 3 Kings River, just an hour and a half east of Fresno in the Sierra and Sequoia National Forests and near Kings Canyon and Yosemite National Parks. Get some friends together and make a reservation today!
Off The Front’s goal is to give a bicycle to every 4th grade student in the impoverished areas of Fresno Unified who is able to achieve customized goals in academics, character, and service. The purpose of the bike is to motivate each child toward a healthy lifestyle through various incentive programs in the following years. We will reproduce our model on a yearly basis with new elementary schools.
The Kaiser Wilderness Foundation is a private charitable organization devoted to fostering responsible sustainable use, appreciation, maintenance and enjoyment of the Kaiser and other Wilderness areas by all persons through targeted programs, outings, and events designed to educate and enlighten visitors to this unique and precious Wilderness resource. Foundation membership is free and open to all.
The leading cycling club in the central valley
The award-winning neighborhoods we build complete our mission to build communities with thriving neighborhoods. Every Granville Home is characterized by exceptional craftsmanship and enduring value.We are proud to be a part of the fabric of the Central Valley and look forward to welcoming you to the Granville Family.