At Coeur Sports, we talk a lot about heart—about showing up, lifting each other up, and being a force for good in our community. Today, that spirit was on full display during our virtual charity ride, where the Coeur family came together to raise $6,000 for those impacted by the recent Los Angeles fires.
Over the course of three hours, athletes from across the country logged in, clipped in, and rode with purpose. Every pedal stroke and every dollar raised went toward two organizations deeply affected by the devastation.
Steve’s Bikes, a beloved bike shop in Altadena, that was lost in the Eaton Fire and Tower 26, the legendary triathlon training group based in the Palisades that had more than 30 of its members lose their homes.
Thanks to your generosity, the groups will split the funds and hopefully the dollars will help in some small way as they rebuild and move forward.
Throughout the ride, we were honored to hear from those who are helping and those directly impacted.
Jim from Tower 26 came on to talk about the impact the fire had on their members and to explain how the Tower 26 family is coming together to help.
Jim is a professional triathlete who races with heart!
Steve Salinas, owner of Steve’s Bikes, also joined us and shared his story and gratitude, reminding us all of the resilience of the endurance sports community. While you might not know about Steve's Bikes, there's a good chance, your first ever bike came from a shop like Steve's. It was the quintessential, friendly & helpful "neighborhood shop".
Steve's was a pillar in the Altadena community.
During the ride, Steve told us how he and his neighbors saved animals and made a stand to save their houses using water from his pool. Later we found out that the LA Times had captured this iconic photo of Steve on his roof. He was pumping water from his pool and managed to save his house and those belonging to several of his neighbors but sadly his business was lost.
This iconic shot is of Steve on his roof saving his house.
After the fire, people started dropping off bikes in front of Steve's burned shop. He has been giving them away to anyone in the area that needs one.
We also had the privilege of hearing from Mike Reilly, the legendary “Voice of Ironman,” whose words of encouragement reminded us that challenges—whether on the racecourse or in life—are met with strength, support, and an unbreakable spirit.
Finally, we heard from Ironman legend Chrissie Wellington. Chrissie was kind enough to send a video message of encouragement to all the riders from her home in England. For those of you new to the sport of triathlon, Chrissie is a four-time Ironman World Championship winner and she was undefeated at the Ironman distance!
To everyone who rode, donated, or simply showed up to support—Thank you! Today, the Coeur community proved once again that we are more than just a brand. We are family. And when one of us is in need, we show up. We ride together, we lift each other up, and we keep moving forward—one mile at a time.
If you’d like to continue supporting these organizations, please consider donating directly to their rebuilding efforts. Together, we can make an even bigger impact.