What it took to get to the top with Jim Decker. Heart & Soul is the cruiser lifestyle he developed.


Meet Jim Decker of Soul Beach Cruisers in Tempe

Today we’d like to introduce you to Jim Decker.

Jim, can you briefly walk us through your story – how you started and how you got to where you are today.
My passion for bicycles started back in the 70’s when my dad introduced BMX racing to me at the young age of 6. What started off as a father son fun day at the race track on Sundays quickly turned into something big. By 8, I was building Mongooses & Red Line bikes after school at my local sponsor shop, Broadway Bicycles in Tucson, AZ. At the age of 9, I was picked up by Scot Breithaupt’s FMF BMX team that was later transformed into SE Racing.

My BMX racing talent led me to motocross where I raced in both Ponca City and Loretta Lynn’s National MX events. Followed by a variety of MTB, Jet Ski and off road desert racing. I made my mark in the Go Ped market in the late 90’s as the local race director, racer, and designer of many Go Ped products.

In 2011 I decided to get back into the bicycle industry. I took on the task of designing a true stand out premium performance beach bike that clearly separates itself from all others. My STOMPER’s are a celebration of my BMX, MX and design history that flows into my unique frames and forks along with my long term love of biking.

Fast forward to 2018 and I’m now producing the world’s best premium performance beach cruisers with over 10,000 sold. I’ll keep developing innovative ideas that will always keep Soul at the top of the industry.

Ride the Soul lifestyle ~ Jim Decker

We’re always bombarded by how great it is to pursue your passion, etc – but we’ve spoken with enough people to know that it’s not always easy. Overall, would you say things have been easy for you?
Smooth? Not by any means. If it was, everyone would be doing it. Balancing out life and work has been my latest struggle. I’ve been through it all to get to the top and now staying here takes a lot to manage. My life revolves around my business and it’s hard to find quality time for myself and family.

So, as you know, we’re impressed with Soul Beach Cruisers – tell our readers more, for example what you’re most proud of as a company and what sets you apart from others.
I specialized in premium built beach cruiser style bicycles. I’m known for my customer service and attention to detail. This is what makes Soul stand out and I’m very proud of that. When you step into my shop or visit my website you know you’ve found something very unique. I get letters and emails from all around the world thanking me on how awesome their Soul bikes are and how many complements them get when out riding it. It’s like owning a super car. Not everyone has one. This is what clearly sets me apart from all others.

So, what’s next? Any big plans?
Very big changes are in line for Soul. Top secret and I can’t elaborate on right now but can tell you we will be on the leading edge for the world to see. My new electric line of cruiser bikes are next for my development and continued success.

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