Rebecca Rusch Parts Ways With Niner Bicycles

Dec 13, 2019 at 13:19
by NinerBikes  


Athlete and activist Rebecca Rusch has been a Niner rider since 2015. For 2020, she's found an unbeatable opportunity to continue her career as an adventure athlete and grow her Be Good foundation with support from another company. We're naturally saddened to see her go, yet supportive of her opportunity, ecstatic for her success, and thrilled by everything she achieved at Niner.

Rebecca wrote the following farewell message:

"Pedal Damnit" "Be Yourself" "Don’t be an a*shole"

With these simple agreements, my relationship with Niner began in 2015, a pivotal year in my evolution as a cyclist, competitor, explorer, activist and human. Most notably, my ride down the Ho Chi Minh Trail was beginning and I had no idea where this transformational experience would take me. Niner was born by going where no one had gone before, so it made sense that they embraced my “hero’s journey.”

Our partnership formed around these basic principles: riding bikes, celebrating who I was and searching for a meaningful path to who I wanted to become. The Be Good Foundation is one of the many seeds planted on that pilgrimage and Niner’s support helped make it possible.

Rebecca Rusch Huyen Nguyen ride along the Ho Chi Minh Trail for the feature film project Blood Road in Vietnam Laos and Cambodia in March 2015. Josh Letchworth Red Bull Content Pool AP-1UD72HYH91W11 Usage for editorial use only Please go to for further information.

This blog post is a tribute to Niner’s heart-and-soul approach to building impeccable off-road machines, from their carbon MTB frames to their RLT 9 gravel bikes, the multi-tool workhorses I’ve ridden deep into the unknown on so many odysseys, and a highlight reel of memorable milestones we reached by being #committedtodirt.

These rides and events have pushed me to my limit while inspiring others to pursue their own wild paths. The arc of the last, fast four years has followed both a return to my adventurous roots and a forward-focused momentum driven by my own core values: Passion = Payoff; Risk = Reward; Give = Get; Less = More.

Rebecca Rusch racing up the singletrack portion of the course during the Leadville 100 MTB Race on August 15 2015.

Here are some of the places my Niners have taken me:

- First person/first Niner to complete the 1200-mile Ho Chi Minh Trail (2015)
- Smoke ‘n’ Fire 400 (women’s record 2015)
- Gravel World Champion (2015)
- Emmy-winning documentary and film tour: Blood Road (watch it here)
- Italy Divide (2016)
- Summit and descent of Mt. Kilimanjaro by bike to benefit World Bicycle Relief (2016)
- Dirty Kanza (1st Overall DK100, 2016; 1st Woman DK100, 2017; 1st Woman, DKXL350, 201Cool
- Arizona Trail Race 300 (female winner, 201Cool
- Gold Rusch Tour: Girls- & Women’s-specific events and clinics
- FKT (Fastest Known Time) on the brand-new Arizona High Country Route (2019)
- Bears Ears/Escalante MTB bikepacking project to protect public lands (2019)
- Mountain Bike Hall of Fame induction (2019)
- Exponential Growth of Rebecca's Private Idaho, including the first gravel stage race and 35% female field.
- Annual Be Good #MTBLAO Expeditions with dozens of mountain bikers to explore, ride and learn about Laos and contribute to efforts to clean up what is the world's most bombed country from UXO (unexploded bombs)

Plus… countless ramblings around Idaho and the rest of the world that brought laughter, tears, camaraderie and growth. As new chapters unfold, I’ll continue to thrive on pedaling, being authentically “me,” pushing new boundaries, and expanding my use of the bike to promote healing, empowerment and evolution from Idaho to Africa to Laos and beyond… wherever my presence, my fire and my brand can shine a light and make a positive impact.

Thank you Niner Bikes, for being such a massive catalyst.

Pedal Damnit and Be Good.

- Rebecca Rusch


Words to live by? If you agree, you just might be a Ninerd. Right now is a great time to find out: Rebecca's Be Good Foundation is partnering with Niner to support bike-related causes. Fundraise and you might earn a shiny new RLT (Road Less Traveled) gravel bike for your own adventures.

Photo credits, in order of appearance:

#1 Idarado
#2 Red Bull Content Pool/ Josh Letchworth
#3 Linda Guerrette
#4 Linda Guerrette
#5 Adventure Scout Media
#6 Linda Guerrette
#7 Adventure Scout Media


  • 26 1
 Blood Road is without doubt a must see movie if you ride or not. Even my non-mtb sister found it amazing, then she showed it to my nieces who then wanted to get bikes to "have adventures".
  • 5 0
 Agreed. That's what being an ambassador is all about.
  • 1 0
 I showed it to my parents, who were Vietnamese refugees, and they found it equal parts heart-warming and heart-heavy. It also made a little more sense to them why I take off on so many cycling adventures.
  • 7 0
 Met her in downtown Leadville one year, she gave some pretty amazing advice that transcended bikes after I had a big fat DNF at the 100. Amazing woman, wish her the best for the future of her career.
  • 4 0
 Huge respect, Reba. You are amazing and excited to see where you end up next. Anyone would be so lucky to have you.
  • 1 0
 I had the privilege of riding RPI this last year and experienced first hand that Rebecca is the real deal and takes the “be good” part to heart. A fantastic event that she seems to push forward through force of will and spirit.

The only downside of that is probably the bike community hug of death from too many riders all wanting to be part of the experience. Hopefully wherever Rebecca lands she has the support to expand her reach and share her spirit.
  • 4 1
 Rebecca is one straight-up awesome badass.
  • 9 6
 there's still a niner?
  • 2 1
 blood road was awesome and impacting.....
  • 1 0
 Pretty good resume right there, keep living the dream Rebecca.
  • 1 0
 does Niner want to sponsor me now?
  • 3 2
  • 1 1
 where is Rebecca going to in terms of sponsors
  • 1 3
 I don't get why she's leaving? More money, more bike frames?
  • 1 2
 Reading is hard and stuff.
  • 2 1
 @COnovicerider: guess u missed the “don’t be a jerk” part
  • 2 0
 @MattntpBig Grin o not think it is too much to ask to read before commenting.
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