Bikes of SRAM Bikes of SRAM

Bikes of SRAM

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Monday, January 23, 2017

People are drawn to particular bikes that fit their own personalities and riding styles, and SRAM employees are no exception. So we’re starting a new feature called the “Bikes of SRAM” to highlight employee bikes and the stories behind them. In this edition we will take a look at Roger Cook’s 2010 Time NXR Instinct. Roger is a mechanical engineer and CAD Analyst at SRAM’s San Luis Obispo, California office where SRAM cranks, bottom brackets, and chainrings are designed.

If you are planning to win a town line sprint in San Luis Obispo, CA you might want to rethink your odds of winning if Roger Cook is part of the group. The quiet, unassuming family man and engineer with a wicked sense of humor is one to watch out for; his bite is a whole lot worse than his bark when it’s time to drop the hammer.

A serious rider that is on his bike every day, Roger knows exactly what he wants in a bike. Coming to work for SRAM hasn’t changed this, as Roger’s NXR Instinct predates his start with the company in 2012.

“I only have one road bike, so I ride it for everything, and the Time is a great all around bike. It is not as light as some of today’s wonder frames, but it still gets the job done. I enjoy sprinting for the town limit signs and this setup suits that perfectly. The frame is plenty stiff and most of my component choices were made with sprinting in mind. The Zipp 404 NSWs make it fast in the rolling hills that we have around SLO, plus they sound awesome when you wind them up in a sprint. I like that I can do a social group ride, a hard bleed-out-your-eyeballs lunch race ride, and a solo introspective soul-searching ride all on the same bike.”

In addition to all this, Roger’s Time race bike also sees double duty as his daily commuter ride. He’s also been known to regularly crank out double centuries among other epic rides.

“I did the California Death Ride a few times, the Climb to Kaiser, and some other organized rides and fondos. I’ve also done 12 double centuries with my dad, most of them on this bike.” 

But Roger is no one-trick-pony when it comes to cycling, he spends half of his time riding mountain bikes, including a fair bit of time on his trials bike as well as a beloved custom single speed 29er built by his old friend, Todd Ingermanson at Black Cat. All of his years on a singlespeed mountain bike has helped Roger to develop power at extremely low and high cadences, making him a very versatile rider that sports a slightly unusual road bike gearing setup for someone living in a hilly area. Commenting on his choice of a compact 50/34t crankset and an 11-25t cassette Roger said, "Some people think I’m crazy for running a compact crankset, and maybe I am, but I like it. It lets me run a smaller, tight ratio cassette and still have enough low gear to climb up the steeps. People usually think that it won’t give a high enough gear to sprint with, but I’ve never run into any problems. A 50/11 is in between a 53/11 and 53/12, so I really don’t lose much on the high end. I’ve sprinted up to 50 mph on a compact crankset with a strong tailwind and coming off of someone’s wheel, so it doesn’t seem to be an issue. Sure, if I’m bombing down a long, straight, steep descent, then a higher gear would be nice, but for the vast majority of the riding that I do a compact crankset works great."

In spite of his penchant for being particular about his bike's setup, for Roger riding has never been about the bike; it’s about forming bonds with family and friends.

“Nowadays, I enjoy riding at lunchtime with friends and going out for a longer weekend ride when I can. I still ride with my dad whenever we are together. My kids are getting into it now and it is a blast passing on my love of cycling to them.”

Bike Spec

Frameset: Time NXR Instinct 56cm

Crankset: SRAM RED DZero Power Meter 50/34 172.5mm

Cassette: XG-1190 11-25t

Chain: SRAM RED 22

Shift/Brake Levers: SRAM RED eTap

Front Derailleur: SRAM RED eTap

Rear Derailleur: SRAM RED eTap

Brakeset: SRAM RED

Wheeset: Zipp 404 NSW Carbon Clincher

Tires: Zipp Tangente Course 700x25c

Stem: Zipp SL Sprint 100mm

Handlebar: Zipp SLC2 42cm 

Bar Tape: Zipp Service Course

Bottle Cages: Zipp SL Speed Carbon

Saddle: Selle Italia SLR Carbon

Weight: 7.09kg/15.63lbs

Pedals: Look Keo 2 Max

Roger with his wife and four boys.

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