Meet Our Ambassadors! 


  • Current bikes: Liv Hail, Ellsworth Dare, Ellsworth Moment, Alan road bike, Specialized Stumpjumper.

  • When I started cycling:  I have loved riding bikes all of my life, however I started seriously cycling and racing at the age of twenty four.

  • Why I love cycling:  There is nothing like the freedom and feel of going someplace that is only accessible under your own power.  Overlooking prehistoric volcanic mountain ranges and descending through fields of pumice, hiking a downhill bike up through the misty microclimates of a seaside mountainside to carving through the cool damp loam in the belly of a redwood forest, these are experiences that would never have happened if it weren’t for my bike.  
    Biking has taken me to the highest of highs by challenging me beyond what I thought I could handle with the most amazing rewards, to the lowest of lows by making me dig deep, face fears and cut through the tears to work harder than I ever thought I could.  
    All of these are life lessons that I put into practice every day with work, parenting and leading / coaching others.
    The people that I have met through cycling are genuine, unassuming and kind.  They are my worldwide network.
    My favorite quip:  “My bike takes me places school never could.”

  • A person who inspires me:  There are two people who have inspired me and my riding.  Marla Streb and Dawn Bourque are idols of mine.  They’re incredibly accomplished riders yet down-to-earth.  They’re young at heart and they are both people who are more than happy to share their knowledge and love of riding.  I have been lucky enough to race with them and will always carry their advice with me as well as pass it forward to the next generation of riders.

  • Where you can find me:  While my passion is downhill, jumps and technical trail, most of the time I’ll have my two children along, ages seven and three, which means mellow flowy trails.  I’ll be found riding with them and likely have a trail-a-bike attached.  

We’ll be leading a group mountain bike ride in the River Bends single track on a weekly basis that’s perfectly paced for little kids and parents.  If you see us out on the trail, come and join our ride!  We love company!


  • Current bikes: 2018 Trek Farley 9.6 (FatBike) 2013 Trek Lush SL 29er (XC/AM) Soon to be 2018 Trek Fuel EX 9.8 27.5+ WSD for All Mountain mode and a set of Bontrager Pro Line 30 29er wheels for XC mode!  2010 Atomlab Trailking (Dirt Jump/Park Bike)

  • When I started cycling: I’ve been riding my bike all my life for fun and transportation before I had a car, but I really got serious about it when I was living in downtown Toronto and began bike commuting as my primary mode of transportation. After returning to Michigan, most of my riding is now done in the woods on trails with the occasional gravel grinder mixed in. 

  • Why I love cycling: I love riding my bike because when I'm on it and my heart is pounding and I'm doing everything I can to stay upright, not hit trees, breathe, hit jumps, fly down hills...I don't think about any of the other craziness going on in my life. I want to help as many people as possible experience this same feeling! I’ve also met some of the best people in my life because of the bicycle.

  • A person who inspires me: I am inspired every time I meet someone whose life has been changed by the bicycle. I find the stories of what a simple human powered machine has been responsible for simply amazing. I know it has changed my life!

  • Where you can find me: I lead a Tuesday night no-drop group ride at the Holdridge Lakes MTB Trails in Holly. When I’m not traveling around the mitten (or further!) for bike events I frequent many of the South East Michigan trails on the weekends.


  • Current bikes: Specialized Enduro for the dirt, Trek 1000 for the pavement, Gitane World Cup single speed for fun, Murray Cruiser for the neighborhood

  • When I started cycling: I started cycling like everyone else.  Because it was the thing to do and the first taste of freedom for a kid.

  • Why I love cycling: I love cycling because it still gives that same feeling as it did when I was a kid.  The bicycle community is also one of the best for comradery, laughs and good times.

  • A person who inspires me: My father continually inspires me

  • Where you can find me: You can find me riding all over the Berkley-Royal Oak-Ferndale area and all points beyond.


  • Current bikes: Niner Air 9

  • When I started cycling: 2014

  • Why I love cycling: It’s such a great way to experience nature and to be active!

  • A person who inspires me: My friends: they always push me to go harder and faster all while making it pure fun :) 

  • Where you can find me: On Lake View trail or DTE


  • Current bikes: Trek Fuel Ex8 29er, Motobecane Boris X5 fat bike

  • When I started cycling: 2012

  • Why I love cycling: It allows me to push myself far harder than I ever thought was possible. When I’m riding, I’m not thinking of anything else but being in the moment and reacting to the terrain. Riding forces you to focus one one thing, and drown out everything else. 

  • A person who inspires me:  There are so many people in my life that inspire me that it’s hard to name one … so I will say that I am most inspired by watching someone progress. Whether it’s one of my kids landing a new trick snowboarding, or seeing a new rider clear a hill for the first time, that moment is always incredible to share. 

  • Where you can find me:  Milford MTB trail, Asst Coach of HV United MiSCA team, Head Coach Lakeland High School Snowboardcross team in the winter, Instagram @burbskate, any Star Wars movie.  


International athlete. 

Believe and you will succeed!

Follow me on Instagram @jerry_spitler

Jim Dawson

  • Current bikes: Trek Procaliber, GIANT Reign Advanced 

  • When I started cycling: About 8 yrs old. Seriously started riding about 20 yrs ago when I started adventure racing and doing triathlons. 

  • Why I love cycling: I love cycling. I love the gear, the bikes, the technology, the simplicity, the cool places and people and excitement of pushing your body on two wheels. 

  • A person who inspires me:  My wife Michelle inspires me. Her constant energy to explore, learn and be active is very motivating. 

  • Where you can find me:  Now days you can find me on the trails. I mostly mountain bike. Locally I enjoy Brighton Recreation Area, and the New DTE trails.

Michelle Dawson

  • Current bikes: Liv Pique, Trek ProCaliber 9.7

  • When I started cycling: I’ve been cycling since I was a kid. As an adult I began doing triathlons in college and in 2011 I bought my first mountain bike. I’ve been hooked ever since!

  • Why I love cycling: I love everything about riding. I love the cool bikes, being outdoors, the change of seasons, the way my muscles move and feel, the clothes, planning for trips both local and far away. It’s not just biking to me, it’s a lifestyle we embrace. 

  • A person who inspires me:  My husband Jim. He is an incredible athlete and an even better human. If you get the chance to know him you are truly lucky. He’s the kind of guy stories are told about. One in a million, rock solid. The kind of guy you can count on through thick and thin. To sum it up he’s got a good handshake- for me that still means something.

  • Where you can find me:  FB @ Michelle Menchaca Dawson 

  • Instagram #swimbikeclimb #Dawsonsway



  • Current bikes: 2018 Liv Hail Advanced 0, 2018 Liv Pique Advanced 0

  • When I started cycling: My love of mountain biking started in 2001

  • Why I love cycling: I turn into a big kid when I’m biking!

  • A person who inspires me: Lindsey Richter, pro mountain biker and Survivor contestant.

  • Where you can find me: D&D Ann Arbor store or flying off a drop on a trail around town!

Meet Our Influencers!


  • Current bikes: Liv TEMPT

  • When I started cycling: I started mountain biking 2 summers ago as a way to build my strength for ski racing.

  • Why I love cycling: Even if you go with other people, you get to focus on yourself and be completely stress-free as long as you’re on the trail. 

  • A person who inspires me:  Cooper Ott. She is a pro mountain biker FROM MICHIGAN! She’s also my ski coaches daughter who said that she originally did it just for fun, and made it big, which is totally awesome.

  • Where you can find me:  You’ll always find me on the slopes in the winter, and on the trails either up north or locally in the summer. I also cheerlead in the fall so, that takes up a lot of time too.

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