We have aligned with leading brands in the industry to provide our athletes with the highest level of comfort and support.

Interested in becoming a strategic partner for a premier, destination cycling event? Download our 2017 Event Partnership brochure for more information.

Serious Cycling is a premier brand.  We are a Family owned business, based in Southern California, dedicated to growing the Love of Cycling. Our experience and perspective have been developed over hundreds of thousands of kilometers of riding, testing, and racing.  Our focus is razor sharp in helping our clients experience a more enjoyable Ride!


Since 1976, ASSOS of Switzerland has sought to provide innovative and technically outstanding cycling apparel with meticulous, lean design to aid riders in their quest to ride faster. During this time, the ASSOS R&D process and focus on the future has brought many of today’s cycling technologies to life. From the first carbon bike frame, to the implementation of DuPONT’s Lycra fabric in cycling shorts and the engineering of an elastic chamois interface. Behind every one of these innovations was one common theme; a dedication to purpose driven design and a mantra to never compromise on quality. Today, the ASSOS family prides itself in continuing this tradition everyday.

Enabling you to enjoy your ride in total comfort and well protected is what makes the ASSOS difference. Their prime objective is to maximize total comfort when in the saddle. Your ride, your time…that is what really counts.

ASSOS Mobile will be on site during the entire Malibu GRANFONDO event week, providing support and body care product samples for our participants.

Four Seasons Hotel Westlake Village

An idyllic retreat set within acres of gardens near Los Angeles, Malibu and Santa Barbara, this luxury hotel destination allows you to create a place of work and productivity, active leisure, deep relaxation and personal improvement – or perhaps all four. In addition to hosting the start and finish of your Ride!, the Four Seasons Hotel Westlake Village is offering an exclusive event nightly rate for the participants of the Malibu Gran Fondo.


Vintage Grocers

Vintage Grocers is a one-of-a-kind grocery store for a one-of-a-kind community. They are the first-ever grocery store of their kind, and have designed Vintage Grocers to serve this very special community of Malibu.

Their Motto is:  the store “where exceptional food and relationships are deeply rooted.” And they mean it. They are in Malibu to be a part of the beautiful community by serving fresh, wholesome and healthy food and building relationships with you, their customer.  In addition to hosting the start and finish of the Time Trial on day two, Vintage Grocers will be on hand, preparing each participant of the Malibu GRANFONDO with a post ride, freshly barbecued meal.

Pioneer has created the first power meter system to measure real-time output and pedal stroke efficiency in each individual leg, so you can analyze and adjust your technique while you ride. Far beyond what a simple heart rate monitor can tell, a power meter is the most valuable and necessary tool any cyclist can use to measure and quantify their efforts. Representatives from Pioneer will be at the Malibu GRANFONDO to demonstrate and educate participants on the use of power meters in training and competition.

KASK, based in Italy, specializes in developing, designing, and manufacturing of safety helmets of the highest quality. KASK’s mission is to maintain a perfect balance between technological excellence, functionality, safety, and attractive design in their products. Now among the top brands in the sports and outdoors, KASK is committed to maintaining the highest standards in safety helmet production in order to ensure the highest quality and offer the best protective helmets for the most demanding customers.

Malibu GRANFONDO Ride! Leaders will be wearing cyan blue KASK helmets to be easily spotted in the peloton.

Network For Advancing Athletes

The NAA is a non-profit 501c3 organization focused on fostering athlete-to-athlete mentorship and networking among female athletes of all ages and levels of skill. Their online mentorship programs provide active women with direct access to the support, wisdom and mentorship of elite, Olympic and professional female athletes.

They believe the healthy pursuit of personal excellence through sport leads to positive self-growth and develops valuable, transferrable life skills. They encourage positive, fulfilling participation in sport at all levels by offering education and support from elite female athletes to empower girls and women of all ages.

Representatives from the NAA will be present at the Malibu GRANFONDO, offering a Women’s Symposium during athlete check in on Friday Evening, and participating in the events as domestiques on the Ride!

Cyclist Massage

Cyclists Massage offers sports massage specifically to cyclists. They are located in San Diego, Orange County, Los Angeles County, Temecula, Inland Empire, the Bay area and Mammoth Lakes. They are cyclists and athletes so they understand the needs of cyclists. Their massage targets and corrects your unique physical issues.

They incorporate a variety of modalities into your massage session, such as Myofascial Release, Active Release Technique, Facial Stretch Therapy, Neuromuscular Therapy, Trigger Point Therapy, Swedish massage and Traditional Thai massage that is customized to fit your needs.

Cyclists Massage will be on site to provide cyclists with massage and recovery services during the Malibu GRANFONDO event weekend after each day of cycling to aid in recovery during this two day event. In addition massage can be available during the evening in guests rooms at the hotel.


Backed by more than eighty years of outstanding innovation, quality and sporting successes, Campagnolo is a premium brand, established and renowned all over the world.

Campagnolo will be on hand providing neutral support throughout the Malibu GRANFONDO event weekend.


Superior Italian craftsmanship: this is the defining element of the company founded by Antonio and his son Enrico, who are proud to represent, both at home and abroad, the pride and tenacity of a nation so rich in creativity and enthusiasm.

The 100% Handmade in Italy trademark is the strength they both believe in and the means that has allowed them to establish their name and gain market share over the years.  More than 2500 frames are produced each year thanks to a team of specialists, starting with the design of the frame, to the cutting and laminating of the tubes up to the painting and testing.


The WD-40 BIKE Tech Support Team will be on site providing post-ride bike servicing for all participants. This group is run by a fun and experienced team of pro team mechanics and bike shop wrenches. They provide an exclusive, three-step “Clean, Lube and Protect” bike care experience. Riders can count on the WD-40 BIKE Tech Support Team to take a close look at their machines, and advise on the best ways to keep them running smoothly and looking great.


SRAM’s renowned service cars will be on hand providing neutral support throughout the Malibu GRANFONDO Weekend.  During both days events, technicians in vehicles – or at fixed service points – will intervene directly with the participant to ensure rapid repairs in the event of flats and mechanical problems in order to help them in their efforts to finish their event.

Support for cycling events from Multi day Stage Races to one-day criteriums and community rides, the Neutral Race Support team is ready to support your every mechanical need – there is no problem they can’t handle on your event day.


Muscle cramps are caused by the nerve, not the muscle. Even the best-trained, most nutritionally fit athletes can suffer from them. Your muscles cramp up when motor neurons in your spinal cord start firing off spontaneously and repetitively. HOTSHOT stimulates TRP channels in your mouth, esophagus and stomach, sending signals to calm your hyper-excited neurons, so you can prevent and treat muscle cramps. Invented by a Nobel Prize-winning neuroscientist/endurance athlete, this sports shot works within minutes. HOTSHOT will be on the Malibu GRANFONDO course with bottles for anyone in need. Look for them with the 10 Speed Coffee truck!

Topical EDGE

Topical EDGE™ is an athletic performance lotion that is clinically proven to reduce lactic acid, allowing you to push harder for longer and recover faster. EDGE is powered by the muscle buffering ability of sodium bicarbonate and is clinically proven to reduce lactate. In addition, each batch of EDGE is certified by Informed Sport to be in full compliance with the World Anti-Doping Agency (WADA) banned substances list.

It’s as easy as applying EDGE to your legs pre-workout in both training and competition while you’re getting ready, so you can push harder and ultimately recover faster. Also, try applying post-ride for added recovery
benefits. Train harder. Recover faster. Get the EDGE.

BIKE FLIGHTS’s bicycle shipping service simplifies bike shipping by making it convenient, reliable and affordable for cyclists of all types. With their Best Way Guarantee, they offer the best service, delivery and price with each shipment. Their holistic Pack Ship Ride approach to bicycle shipping logistics offers a better way to transport bikes and bike gear. With a rider-centric mentality, they provide custom shipping solutions that range from self-service to full-service and all points in-between. has been innovating online bicycle shipping services for cyclists since 2009. In its first six years, shipped over 75,000 bikes to over 6,000 destinations. They are cyclists serving cyclists.

Pedalers Fork

Like the world around us, the folks at Pedalers Fork change as the seasons progress. They work with local farmers to insure that the ingredients they use are in season when they set their menu.

To provide the freshest form of nutrition out on the Malibu GRANFONDO course, Pedalers Fork will be supplying hand made sweet and savory ‘rice cakes’ as well as home made granola bars, prepared using their vey special recipe.


10 Speed Coffee

10 Speed Coffee is devoted to single origin, ethically sourced coffee. Quality and community are the driving principles behind 10 Speed Coffee.

To keep you fueled for the Ride!, 10 Speed Coffee will be out on the Malibu GRANFONDO course serving up freshly brewed coffee for that last “hit” before the final climb of the day.

Fete Today

Fete Today, “the Celebration in a Bottle”, is a smooth, fruit-forward Petite Sirah wine, locally grown by a small family-owned winery in the 2015 Wine Region of the Year – Lodi. CA. In 2011 the now owners of Fete Today were living in Stockton, CA, ground zero of the financial housing crisis. One day, through a random set of circumstances, on a drive through the Lodi countryside, they came across a home on a vineyard. It was a foreclosure that had been empty for three years. Both the home and the vineyard needed serious work. Through some unbelievable circumstances the deal went through and two “city kids” without an ounce of farming experience, ended up with five acres of petite sirah grapes. It has been four years of hard work, but they are now building a premiere wine brand and farming operation.

Fete Today is a wine created to encourage people to live lives full of celebration and joy. We are not guaranteed tomorrow, but we can Fete Today!


Lady Face Alehouse and Brasserie

Ladyface Ale Companie is the Conejo Valley’s first microbrewery.  A warm, casual European-style brewpub, it features award-winning, hand-crafted ales, including innovative, globally-inspired seasonal and barrel-aged releases.  Ladyface Alehouse & Brasserie features its ales in many recipes with a menu rooted in traditional French and Belgian country dishes, seasonally inspired by California’s bountiful local harvests.

Ladyface Ale will be supplying participants of the Malibu Gran Fondo with a well deserved post ride specialty brew.

Corsa Wine

Corsa is a wine brand that is the result of two passions: Dolomite Road Cycling culture and wines from hillside vineyards in Northeast Italy. Jeff Morgenthal founded Corsa in January 2013 after many years as a wine professional and former racing cyclist in Road & MTB events. Many of the vineyards of the Northeast of Italy are green verdant valleys and Pre-Alp hills that also happen to represent some of the best Road Cycling in Italy. Jeff got his first dose of ‘La Dolce Vita’ in 1995 when he went to race for a month with the American-based Italian team Velo Veneto located in the foothills east of Bassano del Grappa. This experience exposed the budding young Restaurant-Service professional to new cultural paradigms previously unknown and the seeds for Corsa were sewn at that time. Corsa became a full realized wine brand in January of 2013 and continues to grow as the word spreads about the quality of the wines and the personal story behind the wines.

As endurance athletes who push our bodies to perform their best, we continually search for healthy, more effective alternatives to commercial sports nutrition products. After years of research, countless revisions, tweaking and testing based on feedback from professional athletes, the creator of Enduro Bites landed on the optimal combination of ingredients to support endurance performance.

Each Enduro Bites ingredient is carefully chosen for a specific purpose and combined into a great-tasting, bite-sized food that’s easy to eat and digest while training and racing. The development of Beta Red Pre-Workout Formula followed a very similar path. The result is the most effective pre-workout product available for endurance athletes.

Both Enduro Bites and Beta Red will be available at the venues and on-course for participants of the Malibu GRANFONDO to use both before and during the weekend’s events.

GoGo squeeZ is proud to be the leading squeezable, re-closable, 100% fruit in a pouch. Their products are crafted with high-quality, natural ingredients to provide wholesome goodness for squeeZing, and enjoying wherever life takes you. With over 20 varieties of fruit and veggieZ on-the-go, they are more than just Applesauce, they are Goodness on the Go! Since 2008, GoGo squeeZ has been making quality goodness for happier and healthier families. At GoGo squeeZ, quality is at the heart of everything they do. They source all of their fruits and veggieZ from evolved farms that use only the best practices to grow and harvest. GoGo squeeZ will be available at both venues and on course at the Malibu GRANFONDO.


The DOLE brand means the finest, high-quality products. Dole will continue to meet customers’ expectations by consistently providing products that meet the highest standard — the Dole standard. For Dole, anything less is unacceptable.  Dole is committed to nutrition education to communicate to the public the health benefits of eating a diet rich in fruits and vegetables.


The mission statement of DZ Laboratories, LLC is “Maintaintenance.” The term coined by DZ encompasses what has been missing from chamois creams since the beginning, maintaining the taint and not just lubrication. Treating and preventing saddle sores is accomplished by a four point strategy.

1. Eliminate chaffing, the precursor of saddle sores.

2. Anti-inflammatory action soothes irritated skin.

3. Wound healing actives heal existing saddle sores.

4. Anti-fungal and anti-bacterial reduces chance of infection.

This is MAINTAINTANANCE. It is not just an innovation but a revolution. This is the dznuts difference.

Life Elements

At Life Elements, they believe that what you put on your body is just as important as what you put in it. They stand behind every single product they create with a 100% guarantee and promise they are free of harmful chemicals, cruelty free, ethically sourced and MADE IN THE USA!  Life Elements is a small, minority certified (MBE) California company based in Atascadero, CA; Just minutes from San Luis Obispo and Paso Robles.


KeVita is a leading beverage company in the Functional Beverage Industry. USDA Organic, non-GMO, Low Calorie, Vegan, Gluten Free and Kosher, KeVita offers sparkling probiotic refreshment, providing effective health and nutritional benefits. KeVita’s handcrafted, live probiotic culture is certified organic and supports digestive health. KeVita has expanded it’s product line to include Master Brew Kombucha in 6 delicious flavors and Sparkling Probiotic Tonics in 5 functional options.  KeVita will be at the finish of the Malibu Gran Fondo handing out refreshing drinks to participants.

Eternal Water

Eternal Water is Naturally Alkaline, which means the pH of Eternal Water is in a basic state ranging from 7.8 – 8.2. The reason Eternal Water is Naturally Alkaline is because their rare and unique underground spring sources are Naturally Alkaline. The mineral properties of Eternal Water are not artificially manipulated since they add nothing and remove nothing from their water. This ensures Eternal Water remains in its Pure and Pristine state bringing you only the best Naturally Alkaline water there is.  Enjoy a bottle or two at the finish of your Ride!