Santa Cruz Bikes Hires Vicious Guard Dog and Offers Reward on Stolen Demo Bikes


If someone offers you a deal on a Santa Cruz Bronson like this that sounds too good to be true, it is. Call Santa Cruz Bikes instead and get $500 and a giant bag of karma. Photo by Tyler Frasca.

Santa Cruz Bicycles is offering a $500 reward on the recovery of each of the 11 bicycles that were stolen from their demo trailer behind its Santa Cruz, Calif. headquarters last week. Though the amount is far less than the value of the bikes–which have a combined retail value of nearly $100,000–Santa Cruz officials are relying on the same goodwill that lead to a groundswell of support after an article about the theft went live on Mtbr last week.

Santa Cruz has coaxed killer wolf dog Tag Heuer out of retirement to keep future would-be thieves at bay. Photo courtesy of Santa Cruz Bicycles.

“Following the Mtbr article, we’d like to thank everyone for rallying to the cause concerning our stolen bikes,” said Santa Cruz Media and Communications Manager Scott Turner. “Seems nothing brings a community together more than the prospect of some good-old fashioned vigilante justice, though we don’t condone that at all.”

Instead, Turner says, the company is working with the Santa Cruz Police Department on some active leads, and initiated the reward money as extra incentive.

“The police already have some leads, but to aid in the process we’d like to offer a $500 per bike reward for any information leading to the successful recovery of those bikes,” Turner said.

The company continues to run a demo fleet inventory but has identified serial numbers ending in the following four-digits as among the missing bikes:


If you’re offered one of these bikes, Santa Cruz asks that you contact them at [email protected] or 831-459-7560.

Turner emphasized that while the theft put a dent in their fleet, the company has already put replacement bikes into service, and reports it will have no impact on scheduled demo events.

About the author: Don Palermini

Chicago-born Don Palermini became a cycling-based life-form in the sixth grade after completing a family road bike tour of his home state. Three years later he bought his first mountain bike to help mitigate the city's pothole-strewn streets, and began exploring the region's unpaved roads and trails. Those rides sparked a much larger journey which includes all manner of bike racing, commuting, on- and off-road bike advocacy, and a 20-plus-year marketing career in the cycling industry that landed him at his current gig with Santa Cruz bicycles. Now residing in the San Francisco Bay Area, his four favorite words in the English language are "breakfast served all day," together in that order.

Related Articles


Leave a Reply

Your email address will not be published. Required fields are marked *





© Copyright 2020 VerticalScope Inc. All rights reserved.