In early January, fires broke out in the LA area and tore through the region, leaving devastation in their wake.
We watched in horror from the Coeur office in Santa Monica as the gale force winds drove the flames into the Palisades area. Closer to Pasadena, the Eaton fire sprung up and began to destroy the unincorporated area of Altadena.
Our view of the flames on the night of January 7th
The winds on January 7th, we're almost unimaginable
Thanks to the heroic efforts of fire fighters and other first responders, the fires are largely contained and now residents are taking stock and starting the grim process of recovery.
The Palisades and Eaton fires were the two most destructive of the many fires that broke out and the Coeur team would like to do our small part to help with the rebuilding efforts. Consequently, we're going to host an online charity ride to raise funds to help those who were impacted and today, we'd like to provide details and tell the stories of the two entities that we're supporting.
The first is Steve’s Bikes. Steve's is a beloved local shop in Altadena that had been a cornerstone of the community for over a decade. Specializing in city bikes—affordable, practical bicycles perfect for commuting and casual rides—Steve’s wasn’t just a place to buy a bike; it was a gathering spot where people came for expert advice, repairs, and camaraderie. Whether it was helping a student find their first commuter bike or assisting a family in choosing weekend cruisers, Steve’s Bikes was more than a business—it was part of the community’s daily life.
Steve's was the epitome of a helpful local bike shop
Sadly, the fire reduced the shop to ashes, leaving the owner, staff, and customers heartbroken. We reached out to Steve and he shared that, even though his shop is destroyed, he's still trying to procure bikes that can be given to people in his community that need transportation. His spirit of giving moved us and that's why we want to help.
After the fire, Steve began gathering bikes to give to people in need of transportation
In addition to helping Steve and his team, proceeds from the charity ride will also support the triathlon community at Tower 26, a training group that has been deeply affected by the fires. Founded in 2010 in Pacific Palisades, Tower 26 is a tight-knit community of triathletes that trains at the Maggie Gilbert Aquatic Center at Pacific Palisades Charter High School. Unfortunately, close to 30 of Tower 26 members lost their homes in the fires. And as you'd expect, the Tower 26 team is stepping up and they are committed to helping its members rebuild their lives and regain stability—both physically and emotionally.
Tower 26 is a legendary Palisades-based triathlon training group
Gerry Rodrigues, the founder of Tower 26, and head triathlon coach Jim Lubinski, have been pillars of strength for their athletes during this difficult time.
Now, let's tell you a bit about the event on February 1st. Most importantly, 100% of the proceeds from this event will go directly to Steve’s Bikes and Tower 26, helping both communities recover and continue their mission of making cycling and triathlon training accessible to all. Whether you're an experienced cyclist or just enjoy a casual ride, this event is your chance to make a difference while doing what you love.
And while the fires have been tragic beyond belief, we're going to make the event fun and will have an upbeat and encouraging session together.
Participants will log in on Zoom, ride on their indoor trainers, guided by professional triathlete Jess Smith from Hardcoeur Coaching, while enjoying a variety of exciting activities. Expect exclusive interviews with inspiring guests from the cycling and triathlon world, amazing giveaways, and the opportunity to connect with a community of riders who believe in giving back.
Let’s come together and show that our community stands strong in the face of adversity. To sign up, just click the link below and the zoom link and ride instructions will be sent to you. Then at 9:00 a.m. Eastern/6:00 a.m. Pacific on February 1st, hop on your trainer, log into the zoom link and ride with heart to help Steve’s Bikes and Tower 26!