Rubber Soul Bicycles

Rubber Soul Bicycles

The Best of the Best!

Many of you that know me, know that I’m a cyclist. Or at least, I identify as one. Maybe not a very good one but a cyclist, nonetheless. I’ve always been good on two wheels and that includes motorcycles. I guess I’m just drawn to the two-wheel variety, and it’s always been a passion for me.

I've Always Been Good on Two Wheels

As a very young boy, my friends and I would build dirt ramps and then one of us would jump it while the others cheered on. As our skills progressed, we’d lie down on the other side of the ramp and jump each other. You didn’t want to be that last boy in the line as you were bound to have a rear tire land on your midsection. We didn’t seem to care though.

When I turned 12, I was properly introduced to cycling through a cycling club at our church at the time. Campus Baptist Church over by Fresno State. The youth pastor back then, Art Melli was an avid cyclist and he helped to create a generation of future cyclists through his love of the sport. In 1990, I turned 18 and the burgeoning world of mountain biking was just starting to take off.  I transitioned to that and never looked back.

He Told me to Go see Rich at Rubber Soul

The years flew by and after I had kids of my own, there was a rather long hiatus for me with cycling. That is until 2013 when some friends of mine from Northpointe Community Church (Dave Ruch, Gary Bowser & Todd Anderson) urged me to start riding with them. I no longer had a decent bike at the time and asked Dave Ruch for a recommendation. He told me to go see Rich at Rubber Soul Bicycles and Rich would take very good care of me. I’m sure grateful for that recommendation as it not only helped to relight my passion for cycling but allowed me to forge some really good relationships with the owners of Rubber Soul, Rich Holdsworth, and Ben Medrano.

Ben Medrano & Rich Holdsworth, Owners - Rubber Soul Bicycles

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 Cycle Path 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 Cycle Path closed, Ben called him and said, let’s get back to being good friends now that we’re no longer competitors. Rich quickly agreed.

They Immediately Regained All of Their Clients Back

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.

This is Not a Job for These Guys, It's a Way of Life

You see, that day in 2013 when I went in and asked for Rich, well, Rich has treated me like family ever since. He has always made me feel welcomed and valued. Not just as a client but as a friend and fellow cycling enthusiast. With Ben, it’s no different either. I’m always greeted by name, welcomed in, and asked how I’m doing. This is not a job for these guys, it’s a way of life. They love the cycling industry and it shows in their attitudes and their demeanor.

Rubber Soul Bicycles Show Room Floor

It also shows in their employee retention, many of whom have been there since the beginning. It’s truly a testament to the culture they have created at Rubber Soul and also how they’ve cared for their employees. Whether it’s John in sales, Danny or Ernesto in the shop, or Mike who’s done bike fittings for me, too well, anyone that works there, they all know me and say hi. I told Rich that they have kind of that proverbial barber shop feel where you hang out, talk, and kick back. Rich’s response to that was, “We are a bike shop, not a bike store. A store just sells things, a shop is about the people.” I think that pretty succinctly sums things up. When it’s about the people and not the transaction, you create what I call, raving fans. Raving fans tell their friends and that is the key to Rich and Ben’s tremendous success at Rubber Soul Bicycles! I have referred many, many people to them, and most likely, some of you who are reading this blog post right now. And, I know you'd say the exact same thing too as I'm saying now.

They Have Earned My Business

I recently asked Rich how many bikes I had purchased from him over the past 11 years. He looked at his computer and answered "10". That blew me away but, in an age where small business is getting increasingly choked out, Rich and Ben have earned my business and I wouldn’t even think of going elsewhere. Not even for the small things. For the health & mental benefits alone, I need cycling in my life and with that, I need Rubber Soul as well. They are a valued partner!

So, if you’re in the market for a bike of any kind and need a referral, here’s what I’d tell you…go see Rich or Ben at Rubber Soul Bicycles and tell them Todd Mitchell sent you. They’ll take very good care of you!

All my best!