James began bicycle racing in 1983, and his love for the sport has taken him all over the world. He has been able to achieve what most only dream of doing—turning his lifelong passion into a career.

James spent ten years with the Trek Bicycle Corporation and worked through the ranks of this renowned American bicycle company. Beginning as a team mechanic, he honed his skills with some of the best riders in the country. For most of his career at Trek he focused on brand development and US brand promotions. His tenure coincided with the development of the Women’s Specific Design (WSD) movement in the late 1990s.

During this time, it became evident to him that there would likely one day be cycling and triathlon stores exclusively catering to women. A seed was planted, and James envisioned the future of a “Women’s ONLY” retail concept.

After years of evaluation and market research, TriBella was born. TriBella caters to the underserved female athlete that craves the same level of performance and attention that is often only reserved for a “guys” shop….Ladies, TriBella was made for you!

Josh is an avid triathlete, mountain biker, and enjoyer of all things outdoors. He loves to train and race, but it is his daily interactions with customers, co-workers, and friends that motivate him. Josh is a fit technician with certifications from Trek and Slowtwitch and operates the Denver Fit Loft, an affiliate of TriBella. In addition, he is TriBella’s on staff USAT coach and expert in running gate and form analysis. Whether you are looking to be a more efficient and comfortable cyclist or triathlete or if you are seeking advice on how to finish your first triathlon, Josh is the man to ask. We call him Mr. A-Z.

“Excellence is an art won by training and habituation. We do not act rightly because we have virtue or excellence, but we rather have those because we have acted rightly. We are what we repeatedly do. Excellence, then, is not an act but a habit.”
-Aristotle

Since a young age, Liz has had a taste for sports: tennis, swimming, ballet. But it wasn’t until she tried her first triathlon in 2007 that she fell in love with a sporting lifestyle. Since then she’s participated in almost 50 multisport and cycling events, including sprint to 70.3 distance triathlons, multi-day bike rides, duathlons, and full distance aquabikes. She is inspired and motivated by women who overcome obstacles and never give up. In 2010 she had the race of a lifetime when she was a top fundraiser for Make a Wish Foundation and met Chrissie Wellington. Liz aspires to represent TriBella in an Ironman one day.