February 2, 2012
XXC Magazine contributor Heidi Volpe interviews Jason Ranoa, the man behind the SoCal Endurance Series and the ever popular 12 Hours of Temecula races.
Jason Ranoa is getting some well-deserved props. He was recently awarded the QBP Race Production Partner Award. No surprise there. Jason is the mastermind behind the 12 Hours of Temecula, the new Enduro Series and the brand-spanking-new SoCal Endurance Team. I got a chance to catch up with him after his first event of 2012. Clear your calendar: he has some great races on tap.
Heidi: Sadly cycling is not ingrained in our culture. You have some young riders on your new So Cal Endurance team. Is it your hope to cultivate cycling?
Jason: The team concept came about a few years ago when my wife Heather and I were chasing the Nationals and every other race known to man. The bottom line about racing mountain bikes is it has to be fun. Racing and traveling with other folks who love the same thing is way more fun. The problem is that only a handful of elite riders make any money in our sport. So I decided to help out and get good folks together and attack the scene.
Heidi: Why did you want to create a team this year? What are your overarching goals for the team and race series?
Jason: The new SoCal Endurance Team has a bit of a different spin. I have been working with the SoCal High School League for a few years now. I hold two of the races for the league, both at Vail Lake Resort in Temecula, CA. Over the last couple of years I have been getting frustrated with the development of the USA’s top level riders. We created the sport of mountain biking and yet our athletes are often nowhere near the podium for world class events. Please understand that our top riders are awesome and doing the best they can. I do think we have the potential to be on the podiums, but there is very little support and the developmental process behind our programs is severely lacking. While being part of the High School League I have seen a major shift in the right direction for our future talent pool. With that in mind I am trying to gather local talent and help to develop it. Southern California is a hot bed for all X-sports. X-sports are the non-conventional sports: motocross, mountain biking, skateboarding. A lot of the country’s best athletes live and train right here – it makes sense to put a team together and make a go of it! Besides that, with all the talent coming out of the High School League it would be a shame not to cultivate and grow the kids beyond high school.
Heidi: How are you specifically trying to move endurance events forward?
Jason: In the past few years endurance racing has been on an upward swing. I have been promoting endurance racing for close to eight years now and I have seen some major changes. Gone are the glory days of American mountain bike racing, where thousands of spectators lined the tracks and cheered for the racers as they rocked the course. I am not sure why we don’t have the following like the Europeans do. I mean when you go to a World Cup in Europe it is insane how many folks come out of the woodwork to support the events. I love it, the energy and the enthusiasm is awesome! Here in the states it’s more about challenging yourself and doing your own thing. That’s where endurance racing comes in. Americans love to test themselves and show that they are still alive and kicking. Endurance racing is a lonely sport and Americans love it. More and more folks are coming out and testing themselves against themselves rather than against others. I think that is where the shift is with US racing. Even though the economy is in the dump right now, folks still want to have a good time. Endurance racing gives you more satisfaction and a feeling of accomplishment than XC racing. Plus you tend to get a little more bang for your buck. Most endurance racing events are non-sanctioned so you don’t have to worry about licensing or qualifying, which is a big deal for most racers. If you are a pro racer here in the states the license itself is almost $200 before UCI fees. How many pros are going to UCI events or traveling the world? The answer is very few. I am trying hard to give the public a great product. I know what racers want and I try hard to make the races a memorable experience. At the end of the day, when the racers are tired and sore they come over and give me a big hug and tell me that I just kicked their ass. That is the buzz for me!
Heidi: Endurance events seemed to be overshadowing the shorter distances. Do you feel like a bit of a visionary? All of your races I’ve done have been endurance. Have you ever put on XC event?
Jason: I have promoted a few XC events. They are ok – I just like the grassroots feel of endurance events. It’s like a gathering rather than a race. Folks are coming together for a common goal rather than just competing. A lot of people ask me why I don’t offer more prize money. The bottom line is: our events are not about the pro riders. They are about the normal every day rider, the riders who train super hard to do just one lap more than last time. The pro field consists of a very small amount compared to rest of the field. Don’t get me wrong, I love having the pro riders out at our events. The living legend “Tinker” Juarez has been with us since the beginning, and that really adds a flavor to the events. But it’s about the whole burrito, not just the beans! All in all
I just like the vibe of endurance racing – that’s why I
choose to sink my teeth into endurance events.
Heidi: I don’t think anyone would argue with this fact: your races are hard, fun and rewarding. There is a certain vibe that is created at your events. In a nutshell, what are you trying to do?
Jason: I try to create memories. I want to make the safest, most challenging, most FUN environment for people to challenge themselves.
Heidi: You hold most of your events at Vail Lake. How did you hook up with them? Are you allowed to cut new trail for races? Do you run into any permitting issues?
Jason: I have been making and maintaining trails at Vail for over nine years now. It’s an amazing place to be! The owners of Vail Lake have entrusted me to help make a great destination spot for mountain bikers. We have had a few other folks out there digging and creating and they have done a wonderful job as well. I don’t normally run into any permitting issues at Vail. That is the benefit of working on private land. The owner calls Vail Lake his sovereign nation – he is the chief. We are truly blessed to have Vail Lake in our back yards. While other trails are being closed down, we are continually growing. In the next few years we will be putting in a pump track, gravity trails, a skills course and much, much more. We already have over 50 miles of trails in place. I am excited to be a part of it.
Heidi: What’s new and different on the schedule?
The biggest change this year is the addition of the enduro events. I am super excited about these. Over in Europe right now the enduros are the fastest growing type of events. They are mostly gravity type competitions. We are holding enduro stage races which consist of three races in one day, back to back. It is very similar to having three super D races in a day. We are catering to the trail-type bikes. The courses are not gnarly downhills and there is less than 10% climbing. It is more or less for the average rider with descent bike skills. It is super fun and challenging. Anyone can do it, on any bike! I think it is going to be the next big thing in American cycling.
Heidi: Who are you partnering with this year for events?
Jason: I am partnering with some of the greatest minds in the mountain biking industry. Our major sponsors this year are KHS Bicycles, Turner Bikes, Crankbrothers, Marzocchi, B& B Appliance, Nimbus Water, Baja Designs, The Bike Shop Temecula, and Pro Motion Sportswear. We have quite a few partners as well. We have one of the biggest demo venues on the West Coast. There are always dozens of cycling companies who come out to play. It is always a pleasure and an honor to work with these companies. They help support the racers and give back to our sport!
Heidi: What about your job gives you pause or makes you smile?
Jason: Diggin’ in the dirt. I love it when I make a new section and someone rides it! It is a very cool feeling. I also love it when I see someone do something they have trained so hard to do. The emotions in our sport run deep! The feeling of accomplishment is amazing, and I get to share that with people. The one thing in life that I have learned is – it’s not about me!

Heidi: If you had it all to do over, what would you do differently?
Jason: I would have done it all a lot sooner. It would have been fun to be a promoter in the heyday of MTB racing.
Heidi: If there were one thing you could change about the sport with a wave of your hand, what would it be?
Jason: I would change the industry support channels and the developmental process in American cycling.
For more information visit socalendurance.com.
Top photo by Pink Shorts Photography, bottom photo by Alex Barnett. All photos courtesy of Jason Ranoa.