Good Bike Company in Prineville

James Good of Good Bike Company is Balancing Business, Baby and Fitness

Bike shop owner learns to schedule for success

written by Mackenzie Wilson  | photography by Bradley Lanphear

When James Good opened a bike shop, it never crossed his mind that he’d suddenly be strapped for time to work out. Good and his wife, Natalie, relocated from Ogden, Utah, to Prineville in 2014. They were looking for somewhere rural she could continue her work as a family doctor and they could put down roots. Good wanted to live out a childhood dream. Everything fell into place—Natalie got a job at the hospital in Prineville, and an old gas station downtown was just begging to be renovated into Good Bike Co. That’s when things got hectic.

When I was 10 or 11 years old, I said, ‘Someday I’m going to live in the mountains and start my own bike shop.

—James Good

Good, 35, considers himself avidly active, but running a business and the addition of his daughter, Layla, in September, have forced him to make changes to keep up with the on-the-go lifestyle to which he was accustomed. Now, his alarm goes off well before the sun comes up. “ That’s not my preference,” Good joked. “I’d rather set my alarm for 8 a.m. and work out from 9 to 11.” His days of riding whenever he wants are over, though, and now he lives by the notion that if it’s not scheduled, it’s not happening.

During the winter months, Good rides his bike on an indoor trainer for one to two hours a day, five days a week. If the weather cooperates, he’ll tear down singletrack on Lookout Mountain in the Ochoco National Forest before opening the shop. He’s as strategic about his diet as he is about his rides. “If I’m having a slow day and my activity levels are low, I will limit my diet to 2,000 calories a day,” he said. “But if I’m spending 1,000 calories out on the trail, I won’t hesitate to have a burger and a beer.” Good and his wife buy local meat when possible and invest in crop shares during the summer months.

Between keeping a niche business afloat in a town of fewer than 10,000 people and maintaining an active lifestyle, Good has his work cut out for him. He’s not training for anything in particular right now, but setting a good example for his daughter is at the top of his priorities. “I’m looking to stay in shape so that I am ready for whatever adventure life throws me, big or small,” Good said. “Plus, a healthier body allows for a healthier mind.”


James Good Owner, Good Bike Co. LLC

Age: 35 Born: Sioux Falls, South Dakota

Residence: Prineville

I ride my indoor trainer for one to two hours a day, five days a week and do bodyweight exercises, like pushups and pullups. Hitting up Mt. Bachelor on a powder day is also not a bad way to stay healthy and have fun at the same time. Healthy living to me means getting outside and enjoying our natural surroundings. More than less, a “work hard-play harder” mentality.

I love dairy, so farm-fresh eggs, local milk and cheese all keep me going. We’re very lucky to live in such a beautiful state and to have so many great opportunities for fresh local food.

My family inspires me. I want to be healthy and energetic for my daughter as she grows up, so it’s important to stay on top of my health and fitness every day.

May 18: Ribbon-cutting ceremony and group bike ride to celebrate the designation of Crooked River Canyon Scenic Bikeway, the state’s seventeenth scenic bikeway.

Learn more about Good Bike Company

Jessi Duley; BurnCycle founder, mother of three and fitness influencer

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