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Rock The Bike

Our Story

We’re bike people. We’re inventors and advocates working away in a sweet workshop in Oakland, California, pushing the limits of bike culture. Our mission is to get people in touch with their ability to make a real, lasting impact in the ongoing climate crisis, through Pedal Powered event activities and products that help Bike People shine in their communities.

We want lots more people to think “Pedaling is cool. I want to ride a bike.”

Our dream is to help spread the spirit of the bike into the broader culture by organizing, entertaining, inspiring, educating, and inventing new ways to get the message out there. And more importantly, we help our customers spread the message in their communities.

We continue to foster a thread of idealism in our work.

Check out all the steps we’ve taken in our timeline:


The Soul Cycle is Born

Paul loses his .com job, decides to join cargo bike upstart Xtracycle on a school bus promo tour of the West, in which the Xtracycle crew deploy their ‘Salsa Cycle’ to enable musical rides in adventure sports towns. It’s Paul’s second taste of social biking and enough to get his creative juices flowing. Before long Paul creates his own custom ‘Soul Cycle’ with which to lead social rides back in SF, complete with new features: control switches on the handlebar, speaker backlighting and neon blue ground effects lighting.


Humble Beginnings: Rockin’ the Bike

With Rock The Bike a distant gleam in his eye, Paul Freedman is 16 years old working summers at Belmont Wheelworks when he gets his first taste of a social bike ride, rolling with co-workers to an after work friendly mountain bike race. When ‘Buddy Bob’, the manager of the Wheelworks’ Somerville store, shows up on a stretched out recumbent bike with music speakers bumpin’ and a keg in tow, the whole vibe changes from agro to groovy.