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Uri Friedman

An SF native, Uri has chosen bikes to explore the roads and trails of the Bay Area as soon as he could pedal with 2 wheels. In college at UC Santa Cruz, he helped expand the student run cooperative bike shop before wrenching for cross country bike tours in the following summers.


Uri went back to working as a bicycle messenger before becoming the Operations Manager of a non-profit bike shop in SF. From there he came together with Will Rose to create Swell Bicycles.

He remains an active member of the San Francisco Bay Area cyclocross, mountain, track, and road racing communities, with over 18 years of racing experience.  


Uri has over 19 years experience working with people and their bicycles and a deep passion for the cycling community. With a reputation for exceptional service, excruciating attention to detail, professional wheel building, and a broad scope of knowledge of new and vintage brands and components, Uri over delivers on quality and precision. 


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