Photograph by Eric Mickelson
For the folks at Kona, cycling is not just a sport, it’s a whole global community of riders—or that’s how Shae James, of Kona Bikes, explains it. As she speaks, you can tell that she believes it.
The bike manufacturer has many locations, but its global headquarters is right here in Ferndale, where James works as a global branding creative.
James moved to Whatcom County with her parents when she was fifteen years old.
“I met my husband in ceramics class at Bellingham High School,” she says with a smile. “We didn’t date till later, but that’s when we met, in high school.”
It wasn’t till she was in her 20s that she first started mountain biking, but after that there was no looking back.
“I got hooked because it was hard.” James says. “Every moment I felt like it was something I could get better at. Each second is rewarding and [gives] me confidence. There is a peace of mind in the moment, like dancing. I never just ride straight down a hill and that’s what’s so inspiring about the sport. You express yourself by interpreting the trail in any way you want.”
After starting at the company as an ambassador (what Kona calls the athletes they sponsor), James gradually worked her way through different departments.
“The longer I was around, the more Kona’s founders and the staff supported me as an individual.”
Now in a Global Branding position, James is the person in the office helping other cyclists grow.
“When I look for an athlete, we don’t just want a person who rides well and wins races but someone who is an asset to the whole community. I love that I’m able to create concepts for a campaign or film that’s more impactful, weaving in athletes’ stories,” she says. “We want to support people who lead by example in inspiring the community, with no elitism.”
Founded over 35 years ago, Kona Bikes has always been about making a difference in multiple layers. Branching from the company itself, out into the local community and beyond—taking actions like partnering with legal trail builders in the area or mentoring youth and giving them access to bikes and outdoor programs. Because Kona is an international corporation, those layers of community ripple out even farther—to the state, national, and global cycling community.
“Kona’s founders always understood having these layers and they encouraged people to get outside as it is so important for our mental health,” James continues. “Kona, for me, evolved into a really meaningful relationship. Each person was brought by the love of the sport and stay[ed] because of the environment that Kona created for us. Each of us [has] a story where the people have supported us. Everyone has their highs and lows, and in our lows, the people of Kona have kept us afloat.”
In addition to mountain bikes, Kona also makes a line of stylish commuter bikes, award winning gravel bikes, and even a line of electric bikes. You can find out more about where you can take a test ride at their website below. 2455 Salashan Loop, Ferndale, 360.366.0951, konaworld.com
