Urban Velo

21 Ambassadors

21st Avenue Bicycles does it all, from being a full-service shop to hosting kick-ass events to promoting cycling through commuter sponsorships, such as the 21 Ambassadors project.

21 Ambassadors is a sponsorship deal for dedicated bike commuters who have the skills and passion to assist other commuters and spread the good word. Ambassadors receive shop purchase discounts, a mobile tool kit and roadside repair training sessions. These commuters aren’t just in it for the perks though, as they have to apply yearly and remain committed to following all the rules of the road, stop and assist cyclists in need, and finally gather 10 hours of volunteer work over a 3 month period.

You can follow the work of the Ambassadors at their blog where they discuss moments they stopped to help cyclists in need and other topics. I know Giant has also instituted a similar “commuter sponsorship” program, but feel free to add a shop that has done the same in the comment section.

About Scott Spitz

Commuting, touring, kid hauling, couriering, mechanic work, sales, advocacy, fixed, free—Scott has had his hands in it all over the years.

View all posts by Scott Spitz →


  1. Wayne MyerMarch 5, 2012 at 10:00 am

    Thanks for covering this. I’m one of the 21 Ambassadors. I would always stop and help anyway, but there’s an entirely different sense of pride being part of a team that is rolling around and helping out other commuters in need.

  2. Scott SpitzMarch 5, 2012 at 5:55 pmAuthor

    No problem…and thanks for doing your work! I actually thought about the ambassadors when I was on a ride the other day and the cleat in my shoe came loose, forcing me to take my foot out to get off the bike. Then I couldn’t get my shoe off my pedal because I didn’t have the tools! I thought it would be nice if someone was around to help. I called..but you never came. Next time! ;)

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