By: Erik Mathy
Some bikes are built to ride.
Some are built to last.
And some are built to tell a story.
This one does all three.
A Name With Meaning
“The B.A.L.L.(er)”—short for The Bay Area Love Letter—is exactly what it sounds like: a tribute to the place, the people, and the culture that shaped it.
The name follows the (in)famous acronym style made popular by Bay Area legend Sky Yaeger, a nod to a region that has long influenced the direction of cycling—from product design to the way people ride.
This build leans into that legacy, bringing together as many Bay Area-based brands as possible.
At its core, it’s a reflection of community.
Built Close to Home
The parts list reads like a map of Northern California craftsmanship.
Components from White Industries, Wilderness Trail Bikes, Paragon Machine Works, Ritchey Logic, Enduro Bearings, and Outer Shell all find their place here.
There’s also a thoughtful mix of pieces from beyond the Bay—Wolf Tooth pedals, Ritte rims, SimWorks bottle cages, a Swift Industries bag, and a custom cap from Yellowbird Threadworks—each chosen with intention, not excess.
Nothing here feels random. Every part belongs.
A Component With History
Among all the new parts, one piece stands apart.
The White Industries square taper ENO cranks.
Originally purchased in 2010, they were part of a Gen 1 Salsa Fargo built for the Tour Divide—a bike that opened the door to a completely new way of riding.
That bike is long gone. The cranks are not.
Still going strong, they now live on in this build—proof that well-made components don’t just last, they carry stories forward.
There’s something fitting about that: a locally made, long-lasting part finding its place on a custom bike built with the same mindset.
Paint, History, and Personal Roots
The paint scheme draws inspiration from a 1991 Bridgestone RB-1, executed by NYF Painting in Madison, Wisconsin.
Madison happens to be home.
So while this bike is deeply rooted in the Bay Area, it also carries a piece of where it all started.
And even that RB-1 reference circles back—the original Bridgestone designs were shaped by Grant Petersen, a long-time Bay Area figure and founder of Rivendell.
Everything connects.
Details That Matter
Beyond the components and paint, this bike carries something more personal.
Subtle Easter eggs are worked throughout the frame:
- Nicknames of people who’ve had a lasting impact
- Symbols representing four places lived across the Bay
- Drawings from family—his son and wife—on the top tube
- And a phrase that says it all:
“Ride Slow, Take Photos.”
It’s not just a bike. It’s a record.
Thirty Years in the Making
After 30 years of riding, this is the first true custom build.
Not rushed. Not overdone. Just carefully considered, piece by piece.
“I couldn’t have asked for a better result.”
And that’s the point.
Not just building something new—but building something that reflects where you’ve been, what you value, and how you ride.
More Than a Bike
The B.A.L.L.(er) isn’t about trends or specs.
It’s about:
- Place
- People
- Craft
- And time
A reminder that the best bikes aren’t just assembled—they’re shaped by experience.
And sometimes, the parts you’ve had the longest end up meaning the most.