It's like a new pair of shoes!

That's right, roll: has done it again, by teaming up with Felt Bicycles to offer our customers an unrivaled experience in product selection and knowledge. The difference? You have options. Whether you like them or not, they are there, and that's where we come in. With companies like Felt, Giant, Niner, and Electra- we have the opportunity to offer you an unparalleled and varied product selection, while still maintaining your favorite roll experiences such as our roll:perfect fit program and customer service priorities.

Back to Felt, just like your son's new girlfriend - or the new girl at work, you wanna know the background story. Where do they come from? What's there deal? Hey, it's human nature to question, so let me make this easy for you.

Felt is the last name of the founder, who would rather go by "Jim". Jim made a name for himself as a highly qualified mechanic for Honda, Kawasaki, Yamaha, and Suzuki. During his prime, he helped Johnny O'Mara (a motocross SUPER star) build his first triathalon frame, as he began cycling to increase his core strength and stability. I'm sure neither of them knew O'Mara would go on to win the California State Championship Time Trial that following year. From there, Jim went on to work for Easton Sports as a product engineer. His first big project was to create a frame for Easton sponsored, Paula Newby Fraser. This project lead to the birth of the B2, which Paula road to her 4th Kona Ironman that year.

"Felt’s reputation as a guy who understands how to go fast was sealed. Working with Easton, Felt would go on to build bikes for duathlon’s winningest athlete, Ken Souza, mountain bike legend John Tomac, and Ironman strongman Wolfgang Dietrich. Any bike builder on the planet would kill to have such a collection of athletes on their resume"

Think about it, to have your name on a bicycle, you have to have faith in your product. Just imagine. We believe Felt offers a unique experience to our customers and correlates very well with the foundations of roll: As a staff, we are stoked to offer this to all of you! Come in and chat with us!

NEW Google Attempt!

Yes, they've done it again. Google now introduces an ability to map out your bike rides from Point A to Point B. Interesting, eh? Even better, they color coordinate the routes based on their congestion and safety rating. They also allow you to provide feedback on the directions and accessibility after riding them. Interested? Check it out at maps.google.com/biking.

Sure, it may not be perfect.. but it does beat some of the other programs and mapping tools, and offers a good effort at making commuting a little more do-able! Have any other programs that are just great for trip planning? Let us know!

New and ELECTRA-fying rides at roll:

Introducing our new line of specialty bicycles- Electra, a perfect fit for our family, as we see for yours.

The company hails out of Vista, California and was founded in 1993 By Benno Bänziger and Jeano Erforth. Bänziger was raised in the Swiss Embassy in East Berlin and grew fascinated with California and action sports. When he was a teenager, he began designing and manufacturing snowboards in Germany. Bänziger moved to California after graduating with a degree in graphic design, founded his own firm, Projekt Design, in 1990 and began working for companies such as K2 and Adidas. He had originally planned to start manufacturing snowboards or skateboards, but found that those markets were dense with competition, it was then when his attention shifted his attention to bicycles, Wooo Hooo!

Bänziger told the San Diego Union-Tribune, “The one thing I found when I looked at cycling in the US was that everything was some kind of sport, but very few people used bikes for fun or for transportation. I wanted to introduce the ‘having a bike in your life’ factor, as opposed to ‘being a cyclist.'"

In 2003, the company introduced a major new design: the Townie. This bike’s superb innovation was what the company calls “Flat Foot Technology,” now more widely known as the 'crank forward' design. When the rider is sitting on the saddle, his or her feet can still stand flat on the ground, which feels safer and more comfortable for some riders. The design also allows riders to get full extension when they pedal, which is crucial in comfort. The design combines aspects of the cruiser frame with some of the geometry of recumbent bikes, moving the pedals forward and the keeping the saddle back.

Yes, that's right- Miley Cyrus rides an Electra :) Come in and check them out!

Our Big Wheels are HERE!

Finally! Giant releases details on the New Women's 29er- The Rainier 29er. Check it out up close @ giant-bicycles.com! Looks Awesome Ladies! Looks like we will see them on the trails soon! Keep checking back for updates!

Keep the Date!

2010 Collections: In Stores NOW!

We've got new apparel in the shops geared to keep you comfortable this spring! Most of you agree, roll: carries apparel for women that is multifunctional, yet classy. Check out our new Lole and Prana line-up and let us know what you think.. we're pretty sure you are all going to love it.

Getting ready for Pelotonia this summer? That's great.. come in and let us help you suit up! We've got the 2010 spring collection from Pearl Izumi and Mavic turning heads! Not only will you receive unparalleled service and selection, but 10% of every purchase will be contributed to your Pelotonia fundraising account! So, whether it's tubes, tires, accessories, apparel, or a new road bike... let us help you reach your goals!

Seriously, don't think it could get any better? Well it just might.. sign up for a monthly contest from Lole @ http://lolewomen.com/en/contest/index.sn for a chance to win a $250 shopping credit, but also you can learn about their product and mission!

The Allies are here!

The Avail Alliances are here, and in stock! The sun is going to come out this weekend! Perfect time for a test ride!So, what is it behind the Giant Alliance frames? Setting the standard for frame technology isn't easy, but Giant has contributed unparalleled effort to offer a frame that surpasses any comparable carbon/aluminum blend. The lightness of aluminum with the stiffness and vibration-damping qualities of carbon for one sweet road rocket. Secondary to ride quality comes an unbelievable price point ($1399) - unbelievable for the frame technology, CXP22 wheels, and redeveloped Shimano Tiagra Compact and grouppo... You could be out on the road weaving in between the lines, feeling the sun on you back and wind in your hair before you know it! Seriously ladies, if you're in the market for a road bike, you must consider the 2010 Giant Avail Alliance. You will love it.



1. Composite upper structure reduces weight and damps vibrations for superior comfort on every ride.
2. Virtually seamless frame junctions increase strength and offer a flawless finish.
3. Alliance aluminum sections feature radical butting to minimize weight and maximize stiffness and strength.
4. The unique composite insert co-molded inside the aluminum seat tube offers outstanding vibration absorption for the ultimate ride.
5. Aluminum sub-structure delivers unyielding lateral stiffness for highly efficient power transfer.

Give us a call, we will have one ready for you!