*** Local custom mountain bikes creating buzz ***
Modesto, CA (AP) -- 10/20/2004
The hottest extreme mountain bike company in
Modesto isn't really a company, at least not yet.
It's more of a tribe or a movement, according to the philosophy
of Modesto native Steve DeLay, creator of SWD Racing's unique,
custom-made steel downhill mountain biking frames that have
captured the attention of riders both in the Valley and around
the world.
No matter what you call SWD Racing, Steven Wesley DeLay,
or Short White Dude if you prefer, has become one sought after
"mountain bike chopper." The 5-foot-2 DeLay thought his initials
would be a good name for his bikes, but they were soon mistaken
for an acronym of some of DeLay's defining characteristics.
But the affable Downey High graduate laughs at the new nickname.
He's just thrilled to have the interest of riders from amateurs to
sponsored professionals.
Ever since Mountain Bike Action magazine published a profile
of him in September with his cell phone number, DeLay has been
overwhelmed with hundreds of calls, some from as far as Europe
and Asia.
He can't believe the surge in interest.
"Quite a few of them say, what's the deal? I gotta have one of those,'"
DeLay said.
He's currently working on six bikes he expects to be done with in
December. DeLay charges only for the materials of each individual
design, and his bikes cost less than a $2,000 to $3,000 mainstream
model.
Turning SWD into a company is looking more and more possible,
DeLay said. The image of SWD holds a strong appeal for serious
bikers. Gary Hudson, owner of Cycle Masters in Turlock, says
the image of SWD appeals to the mountain biker mentality.
"Mountain bike people like to have something that's a little different
than what everybody else has. (SWD) is not so cor****ate and that's
how the whole mountain bike spirit is," said Hudson, who enjoys his
new SWD bike on weekend rides.
"You can get exactly what you want and don't
have to settle for what's given to you," he added.
And it doesn't hurt that SWD riders win high-profile races.
Matt Nascimento, a Cycle Masters employee, won a USA
Cycling National Champion****p at Mammoth Mountain in
September. It was just his second race ever on his SWD bike.
DeLay's wife Jennifer took second place in her class riding
her SWD bike at Mammoth.
Nascimento, 19, was a veteran BMX rider before discovering
downhill this year and talks about his collection of eight
bikes like cherished friends.
At Central Catholic two years ago, Nascimento posed
for senior pictures with his bikes to give to his mom.
"I love bikes so much. I have to be on pedals a
certain amount of time each day," Nascimento says.
But his SWD bike is special.
"I love it. It's the bike I'm most proud
of out of all of mine right now, easily."
DeLay, 39, has worked nights at Modesto's Velvet Grill for
the last 19 years, leaving his days free for bike rides, and
more recently for building bikes in his shop in Modesto. He
works roughly a 40-hour work week at the Grill and estimates
he spends another 40 at the shop.
"I'm a 3-4 hours a night sleeper," he said.
Jennifer DeLay works for MCI in Riverbank,
but that's just her day job she says.
"SWD is like a second job," she says.
"Mrs. SWD" created and maintains the tribe's Web site,
http://www.swdracing.com
She also does all of the office
work that keeps the SWD gears in motion: writing invoices,
keeping track of customers and answering e-mails.
"I'm like HR," she says.
SWD grew out of necessity when mountain bike frames
became too big for Steve's body and he decided to put a
lifetime of exposure to car and bike racing and building into use.
DeLay's father Wes, the W in SWD, is a veteran "hot rodder"
and taught him how to work in the shop. He still helps out with
welding.
The difference between DeLay's designs and the mass produced
models, however, is SWD's signature single-pivot steel design.
A single-pivot bike is easier to maintain than the more common
multi-pivot structure. Manufacturers prefer to use aluminum because
it is lightweight and inexpensive, but steel responds better to use
in downhill riding.
The steel proves its worth on a ride, the happy customers from
Cycle Masters say. On a SWD bike, the ride is dramatically
smoother and quieter. That's the kind of difference that gets
the SWD riders excited and makes downhill pros whisper that
they'd rather be riding a SWD bike.
"I will guarantee you right now that these are
better than most bikes out there," Nascimento says.
"On a ride, none of the other bikes coming down the hill are
as quiet as these, I guarantee it. All you can hear is tires
and the ground."
Steve DeLay won't have to look further than Cycle Masters
for testimonials if the tribe/movement makes the transition to
a business/company. If he does decide to make his second job
his only job, DeLay says ideally he'd make between 50 and 60
bikes per year, the workload of a "boutique bike maker".
For now, the leader of the movement is focusing
his attention on his growing tribe.
"I'm forging out a nice little niche."
Geneb...Wenatchee,Wa****ngton-USA
All Things Northwest in BMX!
***** Gene`s BMX *****
http://www.genesbmx.com
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