Today we’d like to introduce you to Rodney Yehuda Masjedi.
Hi Rodney Yehuda, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
Almost 12 years ago, I was a real estate broker working in Downtown LA. I was miserable. I dreaded going into work and stifled creativity. One day I had enough. I rented a basement space in the heart of DTLA and began manifesting an idea to create a bike shop that was truly experiential. The base was a long rectangle. I carved a track into the floor and painted a path. Customers could try bikes out on an indoor track that resurfaced nostalgic memories of riding as a child in a fresh and new environment. I went to trade shows in Asia to source my own bikes. I began to create unique and colorful bikes that were a vibrant representation of my newfound dedication to expressing my creativity in my career. Over the course of the next few years, I devolved many models, from hybrids to full carbon road bikes. I name all my bikes after Righteous and Spiritually elevated individuals from my Jewish heritage. Some examples are RAMBAM, ARIZAL, RASHI, and SEPHIRA 7. Today I go to work excited to create and eager to make connections between holy bikes and holy people. I love this process. It’s a type of matchmaking that when done right, requires me to really look at another person and find what their soul is yearning for. What bicycle will express them and partner with them to get them to a better place. This is my goal, my joy, and my privilege.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Along the way to our destiny, there will always be those that don’t believe in our vision or our capabilities. Most of the time it is our own inner voice. That voice that injects the poison of doubt into our intuitive clarity. There have been many roadblocks, but as long as I stayed appreciative for what I already accomplished as well as trusting that working hard and doing what’s right will always pay off in emotional and spiritual growth, I was able to succeed.
Alright, so let’s switch gears a bit and talk business. What should we know about your work?
Our in house brand DTLA Bikes is known for producing high-quality, affordable, and minimalistic commuter machines to get you THERE. I am most proud of creating my own bicycles and treating people with the utmost respect. Whether a financial district banker, regular commuter or homeless veteran, everybody deserves to be looked into the eye, given full attention and respect, and paired with what they need to move them where they want to go.
Is there a quality that you most attribute to your success?
Humbleness, appreciation, and deep desire to grow internally.
- Commuter bikes starting at $399
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