You’d Look Better on a Bike: Meet Cle’s (many) bike advocates

You’d Look Better on a Bike
Meet Cle’s (many) bike advocates

There are people who care how you get around.

These people encourage you to thread into their tight-knit community. They invite you to enjoy the in-between of Point A to Point B. They hope to assist you in enhancing your lifestyle with vehicles designed for your needs.

Their dream? You on a bike.

In the form of stores like Joy Machines Bike Shop, event planners like Crank-Set Rides (organizers of the Nerd Ride on Sat 7/2) and grassroots organizations like Cleveland Critical Mass, prominent cyclists are using their love of bicycles to better the city, two wheels at a time.

Joy Machines Bike Shop opened this June at 1836 West 25th Street in Ohio City. Owner/Mechanic Renato Pereira-Castillo and Owner/Manager Alex Nosse operate their bike shop from a transportation-oriented point of view, as opposed to a recreational or sport-oriented perspective.

“We encourage the use of the bike as a transportation tool,” Nosse says.

Nosse and Pereira-Castillo are unique in that biking is their primary form of transportation.

“Neither of us even has a driver’s license,” Nosse says. “It’s a commitment to living a certain way. In an urban neighborhood it’s more feasible. Not everyone can go completely car-free.”

While Nosse expects that most people will not quit driving, he believes that everyone can incorporate more biking into their schedule.

“Our informal mission is to maximize the role a bike can have in a person’s life—from one day a week of bike commuting to committing to not taking the car on any trip under two miles all summer long. There’s a whole spectrum for a lifestyle. Our goal is for more people to move towards biking.”

The shop’s success has risen thanks to their West 25th location, a nexus for neighbors, Northeast Ohioans and tourists. Nosse and Pereira-Castillo also benefit from a ready-made client base of friends and contacts.

“We knew a lot of cyclists from riding and participating in Critical Mass and advocacy groups,” Nosse says. “You get connected to people quickly. Everyone knows about the environmental and health benefits of biking, but after you start riding, one thing you realize is how much community can be organized around it.”

The cycling community—fueled by physical activity and word-of-mouth support—offers a real-world alternative to the popular, though strictly two-dimensional, choice of social networking. Yet Joy Machines Bike Shop still maintains a strong web presence, with a Facebook page, a Twitter account (@JoyMachines) and an official website. During the slow season of November to March, Nosse plans to expand their social networking platforms.

Joy Machines is open seven days a week. As a bonus for the after-work crowd—and friends who come by to visit—Mondays through Saturdays the shop stays open until 9PM. Nosse and Pereira-Castillo personally assist every patron.

“We’re 50-50 partners,” Nosse says. “Right now we have no other employees. For customers, I think it’s a nice thing that the two owners are the ones they’re dealing with. I like to think we’re approachable, and very interested in providing a good experience.” With their knowledge of and love for bicycles, Nosse and Pereira-Castillo draw upon a wide range of parts, accessories and services to complete patrons’ biking needs.

“A young woman came in last week who had just gotten a bike in the mail from eBay,” Nosse says. “She stopped in on it on her way home from work. I could tell she was flustered. She told me, ‘When I ride this bike, I feel scared.’ It was a racing bike. It was too big, and just not appropriate for what she needed. So we put in a new stem and handlebars, and wider tires with more traction, and we were able to convert it from a drop-bar racing bike to a quite serviceable commuter bike.”

Nosse concludes, “We want biking to be more comfortable and more doable for more people.”

Lindsey Bower and Dan Krivenki share this philosophy. Crank-Set Rides, their non-profit organization, channels the energy of cyclist friends and volunteers towards introducing more Clevelanders to the benefits of biking. Bower and Krivenki plan themed events that raise cycling awareness, support local establishments and offer an extended evening of entertainment.

Bower and Krivenki state: “Crank-Set Rides is always aiming to put new faces on bikes. Cleveland is years behind many cities as far as bike commuters go, but we are working our hardest to change this. Our themed rides open a gateway for interested cyclists to cut loose, let go of any intimidation that cycling may have and just have fun. We’ve witnessed many new bike purchases over the past year, and we believe that our rides are helping this movement in Cleveland.”

The next Crank-Set Rides event is The Nerd Ride on Sat 7/2. Participants are challenged to arrive in their most exaggeratedly nerdy attire (e.g. glasses, bow ties, suspenders, etc.). The biggest dorks win prizes.

Why the nerd theme?

“Everyone is a bit nerdy over something, whether that is computing, owning a vast novel collection or simply knowing the stats of every Indians player,” Bower and Krivenki state. “Let’s let go of the differences over what we are nerdy about and all be nerdy about the same thing for a day: Bikes.”

Registration begins at 4:30PM at the Root Cafe in Lakewood. Participants can bring their own bike or rent one through BikeCLE. (Visit for more details.) At 6PM, cyclists start to snake their way to five events along the route. “We would love for everyone to join us on the full ride, but we don’t mind riders jumping on or off at any of our stops,” Bower and Krivenki state.

Cyclists can test their math skills and/or drink beer along the way. After the Root Cafe, the Nerd Ride hits Lakewood Library, Happy Dog, Joy Machines Bike Shop, Room Service and Reddstone. Summary: Nerds on bikes tour the West Side with beer.

Besides a good time, another goal of The Nerd Ride is to raise donations of five dollars from each cyclist. The proceeds pay for bike racks created by Rust-Belt Welding; the racks will be distributed across Cleveland to increase biking’s practicality and accessibility.

The king of Cleveland bike events is Cleveland Critical Mass. Held the last Friday of every month, Critical Mass sees hundreds of cyclists converging upon Public Square to spin their way to a preselected endpoint, usually a local bar or pub. Bikes flood the streets, temporarily halting traffic, giving riders the rule of the road. Last summer, the largest event turnout was 325 cyclists.

Shawn Mariani, a promoter for Cleveland Critical Mass, states, “The main aspect of improving CCM is to increase turnout with new riders each month. We have heard some great feedback from all types of riders; some say it’s a reason to love Cleveland, others say it has excited them enough to get back on a bike for the first time in years, and more. We pride ourselves on being a simple and fun event. We strive to not overcomplicate the group.”

By way of advertising, CCM promoters distribute flyers around Cleveland. They also manage their official website and Facebook page, where they upload pictures and video to increase interest in the rides.

Mariani believes in CCM’s universal appeal.

“Everyone should participate as CCM is a fantastic way to discover Cleveland in a way they normally wouldn’t experience,” Mariani states. “Riding through unique parts of Cleveland and waving at people behind gated patios or inside their cars is a great feeling. People clap and cheer us on and are happy to see a few hundred bikes ride by on a Friday night. It’s a great event to meet some great people, make friends and have fun!”

Beyond CCM, Mariani enjoys the daily benefits of cycling.

“I love riding my bike around Cleveland for a number of reasons. You can be anywhere in the city in a relatively short time, park for free and save on gas. It’s a liberating feeling and it makes me feel even more connected to Cleveland. Aside from all that, bikes are just cool.”

On the road and on the web, East Side and West Side, for business and pleasure, biking enthusiasts push forward in their hope to turn more people into cyclists. That’s their common goal, outside of any individual ideology. They are going to ride bicycles whether you do or not—but it would be better for everyone if you did.

For more details on The Nerd Ride, go to To tap into Crank-Set Rides, contact Bower and Krivenki at Check for CCM event information. CCM recommends Great Lakes Touring Co. for all bike rentals.

Isaac Mell grew up in South Euclid, OH and attended American Jewish University in Los Angeles. He welcomes conversations with potential employers, collaborators and friends.

Post categories:

16 Responses to “You’d Look Better on a Bike: Meet Cle’s (many) bike advocates”

  1. As a gray, grizzled veteran of the cycling movement with ClevelandBikes, I have to say the number of young advocates and their enthusiasm is a terrific force for a greener, healthier and, honestly, more enjoyable city. You could go on to name the crew at Slavic Village Development who ushered in a premier urban bike path, Ray’s and the off road group leaders, the designers at the Urban Design Center and the huge steps in Old Brooklyn. Cleveland is an exciting place to live, work, visit and play and cycling is a big part of this. So, hell yea, a big shout out to to the young advocates you name and the hundreds others like them. Everyone who is on a bike is an advocate for cycling and an advocate for a better Cleveland!

  2. Even though I don’t live in Cleveland I support cycling in Cleveland and Akron. I love bikes and the people who ride them. You will see me riding my rickshaw in beautiful downtown Akron or you might just see me riding my billboard bike around Akron advertising, at the same time promoting cycling as I ride. Ride safe me friends

  3. Ken Vinciquerra

    Shawn Mariani is spot on with his description of how transforming city cycling can be. The difference between driving and riding in Cleveland is like night and day. Whereas personally I dread the thought of driving downtown – dealing with traffic, finding parking, being couped up inside a box on a gorgeous day, and on and on – in contrast I actually look forward with much anticipation to riding downtown and back. It’s a great way to get to know the city and its inhabitants more intimately, it’s great exercise, and it’s fun and increasingly safe (on the east side, the Euclid Corridor is a very bike-friendly, and the lakefront bike trail is extremely enjoyable and scenic east of E55; on the west side, there are many enjoyable routes into and out of Ohio City and others closer to the water).

    Congratulations to all these urban bike advocates who are making a difference in our city.

  4. Super article and great comments! Thank you Isaac for writing this post. Ken V., you make excellent points and I agree with you about biking in the fine city of Cleveland. Great stuff all around!

  5. […] Check out this awesome video by Alex Allegos on the Detroit bike scene. Group rides are growing. New bike shops are opening. It sounds like Cleveland! […]

  6. Matt Jauch

    One thing that has struck me about the participants in the Crank-Set Rides and Cleveland Critical Mass events is how nice, friendly and positive everyone is. We have a strong and creative cycling community emerging that is free of egos, shit-talking and the usual negativity that is so pervasive in other scenes here. You all have a lot to be proud of. Here’s to being nice, Cleveland!

  7. Brian Maged

    I began this movement when I attended a regional design meeting and commented on the lack of bicycles as a diverse means of transportation. I visited Los Angeles City Hall in 1971 and wrote a document quoted in Proposals for Urban Development 1973. I am glad to see the name DeTroit Tour which is similiar to the 1,2,3 name of former Place des Arts conducter Dutoit.

  8. Brian Maged

    I have been personally ill but generally cycling is good health care. Glad to hear that the practise is catching on and since I created this movement fitness machines are of inumerable types and the future of pedal driven vehicules and hybrids is vast.

  9. Brian Maged

    My cycling career began when I cycled 10 kilometres to see my father at the opening of the Montreal Metro in 1966. My dad caught me and took away my bike. Than in 1970 I was seated in front of a group of island mayors and proposed it as a new means of transportation. In 2002 I created the idea for UTRANS a University of Transportation. In 1972 I won the high school matricuation award in Canadian history. I had read Pierre Berton’s book THE LAST SPIKE.

  10. Brian Maged

    I worked for the Alberta Dept. of Transport in the year of the Commonwealth games 1978 and at DCK Architects. Mr. Dale had designed the Husky Tower which became flame for the 1988 Olympics.

  11. Brian Maged

    Montreal’s TOUR DE L’ILE began with itinerant closing of prominent streets to motor traffic by Bob Silverman. Tooker was one of the people in Bob’s tours. Silverman ran a club and newspaper called Monde a Bicyclettes.He attended a Comic exposition on a mascot I called GEO THE LION in 1980.

  12. Brian Maged

    There is a great future in fitness vehicules of all kinds. My father’s friend Gerry Snyder brought Montreal the Olympics under Mayor Jean Drapeau. Mr. Drapeau on FEB.13 1969 said HE WAS ENCOURAGED BY MY SUPPORT AND DEEPLY TOUCHED FROM THE BOTTOM OF HIS HEART.
    I find most people are good people and have reasons to believe what they do.
    Proportions often mislead them in light of changing contexts. Sometimes, not always, they prove their detractors wrong in the long or short term.

  13. Brian Maged

    There was a world fair in Cleveland in 1936-37 in which only an octagonal washroom survives. Lets hope the next time there will be superior structures built by healthy persons. The future fitness machines of America would be a good theme. The history of the Lions Club would make a good exhibit. The story behind the triple crown in horse racing would be excellent. Rides along the Chemin des Rois in Quebec would be enjoyable and a high speed Chinese train might carry residents to the fair grounds.

  14. Brian Maged

    TV Show with Golden Girl Betty in Cleveland doing well here. She might help promote interest in an old fashioned fair with new ideas or an attraction park.

  15. Brian Maged

    Sometimes people are proud of themselves for good reason and those who feel inferiority and insecurity need only look to friends relatives and aids for support.
    At times they may need additional psychiatric support for neroses, infirmities, and ill health.

  16. […] the past two years, Cleveland’s Critical Mass has been booming, culminating in nearly 450 riders at the August 2011 ride. Growth in the cycling […]

Leave a Reply