After a minor crash near his home in Ashland, Aaron Bland bent his $600 SRAM derailleur. It was intact but unusable, and full replacement was the only option. Frustrated by the lack of repairability, he made his own part and discovered a waiting market. In 2024, he founded Madrone Cycles, named after the local tree known for its strength and adaptability, to sell replacement links and cages for SRAM derailleurs. In the time since, business has, ahem, shifted into high gear for Madrone. Set to launch its own derailleur next month, we sat down with Aaron just as he returned from a trip to race in Arizona.
Where did this begin; what’s the Madrone origin story?
When I was in college 20 years ago working on my Mechanical Engineering degree, my dream was to start my own company in the bicycle industry, but I never quite went that direction. Right after school I worked to develop lightweight electric vehicles and batteries -( motorcycles, drones and robots), which has always been really interesting and fulfilling.
Then in late 2023, I finally reached a point where I built enough trust in the importance of pursuing my dream, sounds cliché but it’s true, that I quit my job and started Madrone. It is named after the Madrone trees that are common in Southern Oregon.
Initially, I was not focused on the product itself, I was focused on some basic parameters of the business, like delivering something unique with real value to people, as well as some business parameters that lowered the barrier to entry for me. Basically, to keep things simple, small, and to see if I could carve out a living. I avoided creating a product where there are many competitors, since the cycling industry is saturated with brands and niche solutions. It was after a few months of tinkering with various ideas that the problems common to modern drivetrains emerged as the best area to focus on.
Right now, Madrone’s main product is a rebuild kit for high-cost wireless SRAM derailleurs. The product saves people money, and keeps e-waste out of the landfill. This is helping build a cult following for Madrone, but only the home-mechanic types are actual customers. This April at the 2025 Sea Otter Expo in Monterey California, Madrone will be launching our own complete rear derailleur. It is named the “Jab” after the famous Jabberwocky mountain bike trail in Ashland Oregon. It is cable actuated, easily serviceable with common tools, has precise shifting, and is compatible with many common drivetrains types, so it’s a great option for a much wider group of riders.
What brought you to bikes and what keeps you interested in cycling?
I grew up riding and racing in the Driftless region of southwestern Wisconsin. It started as a way for my friends and I to get around the countryside, and has become a lifelong sport.
I stay interested for a few reasons:
Day long or multi-day “adventure rides” with friends where we encounter something unexpected, usually some form of adversity like a wrong turn, bad weather, or mechanical issue. We like to exaggerate that at least one near death experience is required for a ride to be called an “adventure ride”.
I go with a group of close friends to race at the 24 Hours in the Old Pueblo near Tucson, Arizona each year in February. It’s a huge road trip with the weekend racing festival followed by bikepacking and hanging out the week after the race. It has basically become an annual pilgrimage at this point.
Sometimes, the simplest experiences are the most impactful. Leaning through a good corner, the familiarity of pedaling your old bike through town, a warm breeze in your face, the smell of the spring time. Bikes allow people to have these experiences.
How did you find your way to Oregon and what makes Oregon unique for what you do?
I stumbled into Ashland in 2004 while traveling with two friends who came to attend Southern Oregon University. I fell in love with Southern Oregon for the cycling, mountains, ocean, weather and active outdoor lifestyle. I ended up couch surfing for a few months and then figured it was a good idea to use my degree before its value evaporated. Luckily, I ended up joining a company in Ashland called Brammo, where we developed and built electric motorcycles. It was a natural fit for me, and I learned a ton about EV development and startups.
Explain the importance of right-to-repair and how it can serve the cycling community.
Well, I think most people intuitively get this. What comes to mind for me is that bicycles are a unique human invention, even when compared to other innovative technologies humans have created. Using our own power and a passive machine, we can travel faster and farther than walking or running. To me, that is a really cool and interesting fact, and a highly sustainable method of transportation. Embracing the right-to-repair philosophy for the bicycles themselves seems like a natural extension of that idea.
You’re off to one of the largest bike festivals in the world next month where you’ll be releasing your all-new derailleur. What happens after that?
Long term, I’d love to see Madrone grow into a drivetrain company with an emphasis on rebuildable, sustainable products, even competing with big drivetrain companies like SRAM and Shimano. Two Ashland companies that I really admire are Work Sharp and True South Solar. Madrone aspires to be a part of the local community, and have a big impact.
What are some of your favorite rides in Oregon?
I love riding the Elk River Road and swimming in the Elk River near Port Orford. I also love the Mountain Lakes Loop here out of Ashland and, in particular, climbing or descending Greensprings. It’s like a roller coaster. Then there are the mountain bike trails in Ashland, which have become even more amazing in the past few years with all the community support. One under-appreciated aspect of Oregon is that you can find world class cycling just about anywhere in the state!
OK, before we let you get back to your busy schedule, what is one simple thing that cyclists can do now to keep their drivetrains running smoothly through the wet days of late winter and early spring?
After a wet and grimy winter ride, it doesn’t take long to brush the grit and water off any moving parts, like the chain, cassettes, derailleur, bottom bracket seals, suspension seals. I use an old dishwashing brush and a rag after each ride that sits near where I store my bike. When I’m done brushing the drivetrain clean, I lube the chain. The steps take less than 5 minutes and really keeps the bike running great. Just take care not to get oils or soap on brake rotors.
Thank you, Aaron and good luck to Madrone Cycles next month. For readers interested in learning more about The Jab, please click here.
