A Tucson cyclist has become the United States’ first retailer of a UK-based rider-run and rider-designed brand that aims to get more people involved in BMX.

Marky Urias, known on social media as @marky.swerves, started riding as a kid, but it wasn’t until after high school that he became fully invested in the sport, after purchasing his first mountain bike.

Eager to improve, he turned to YouTube to study tricks and teach himself more advanced riding techniques. 

 “It took a lot of time (to learn), but it took a lot more trust in myself and believing that I could do it,” Urias said. 

Urias plays an active role in the local biking community, sometimes leading the Tuesday Night Bike Rides, a weekly gathering that started as a Facebook group.

And in addition to encouraging people to embrace cycling for its many benefits, Urias works to make the sport accessible to kids, which is part of the inspiration behind his partnership with Collective Bikes.

“One of my main missions is to get kids on bikes,” he said, adding that he’s donated nearly eight bikes to those in need. 

Collective Bikes is a popular brand out of the United Kingdom that started in 2015 as a collaboration between riders, shops and entrepreneurs. Urias discovered Collective’s bikes about four years ago, saying he was the first person in Arizona to own one.

His connection to the brand deepened as he posted about it on Instagram, gaining followers and helping Collective Bikes gain attention in the state.

Eventually, the company took notice and sent him a couple of bicycles, sparking a collaboration that led to his becoming the brand’s first U.S. retailer.

Mountain bikes typically range from $500 to 3,000, with most of the bikes at Urias’s shop priced around $800.

He also offers payment plans, to help make cycling more accessible.

“As long as somebody wants to get on a bike, I’m willing to help them,” he said. “When you buy a bike, you’re investing in yourself. This is not only a way to transport yourself, but it’s also a workout and it’s a way to meet new people.” 

Urias is in the process of moving his stock from a temporary space to a more permanent location. Once the shop is officially up and running, he’s looking to explore other partnerships.

Urias said one of his long-term goals is to work with major bike companies, like State Bicycle Co., to provide free bikes that attendees can use at his events.

“That’s something I like to do and I think that’s something we need to do because nowadays there’s a lot of negativity and bad stuff going around in the world,” he said.

Despite his love for cycling, Urias is no stranger to its risks. He's had his fair share of injuries, including a dirt bike accident that resulted in a compound fracture, and other pedal bike injuries that forced him to take time off. 

“Sometimes I get mad that I can’t ride,” Urias said. “It makes me want to ride even more because I want to get back on the bike.”

But given the obvious risks, he strongly recommends wearing helmets.

“All it takes is one bad fall and your life could change forever,” he said. “I’ve seen it happen and it could be the simplest thing, so safety’s first.”

For Urias, cycling is more than just a sport, it’s a life lesson, and he believes that setbacks on or off the bike  are a part of the journey. 

“If you fall or if something knocks you down in life — whether you lose somebody, you get fired from a job, you have to keep your head up and keep going,” he said.

Isabela Gamez is a University of Arizona alum and Spotlight reporter. Contact her at gamezi@arizona.edu.

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