“I like the idea of falling in love and having that object for a very long time, and that's what steel (bike) is for me. If I’m going to have something forever, it needs to be special. I don't like disposal culture. I like being intentional about what I buy and I want people to get value and years of happiness and experience out of each of our products.”
JEFF FRANE, Brand Manager, All-City
Like most kids growing up in middle America, Jeff loved to ride his bike. But unlike some, it’s a love affair that's never waned. When he was old enough to drive a car, he chose to keep riding bicycles instead. Jeff is a bike guy and gearhead through and through, and you could say that his lifelong passion borders on the obsessive — although that would be selling his story short.
Jeff isn’t an entrepreneur the way they’re often idolized. Rather, he’s the once-plucky kid from the warehouse with an idea and an email, who was given a green light to go build something. That something was his dream job, and it would evolve into All-City — a bicycle brand under the QBP banner and named after the All-City Championship bike race Jeff founded in his bike-friendly city of Minneapolis.
Jeff takes us on an unvarnished ride that holds nothing back about the steep valleys (getting laid off from his bike shop job, living in van and being flat broke) that sometimes need to be traveled before reaching the peak.
His story is a street-smart testament to grit and determination, building community and fostering culture, and believing that dreams are meant to be fulfilled if you have the tenacity to power through the trials head-on.
Photos courtesy of All-City.