Phil Etheridge
 Owner and Director, Phil brings a life time passion for cycling and, in more recent times, Mountain Biking to Crank It Cycles.
Cycling
- Mountain biker since 1989
- Raced 89-present, currently epic and team events (2nd 24 hour Older Dudes team, Moonride 2004)
- Completed 11 Karapoti Classics
- Cyclist since 1964 (4 yrs old)
- Commuter
- Cycle Touring (tandem)
- Past President Manawatu Mountain Bike Club
- Cycle Advocates Palmerston North member
- Former member Massey University Bicycle Users Group (MBUG)
Business Experience
- IT, Massey University
- Former Trustee, Green Bikes Trust
- DipInfMathSci, Sports Science, Massey University
- Former Councillor, Palmerston North City Council
Ritchie Rossiter - Service Manager
Cycling
- Participant Round Lake Taupo 4x
- Participant Tour de Manawatu 2x
- Moonride, Rotorua 06
- Day Night Thriller, Taupo 06
- Tour of the Bay
- Commuter
Business
- Cycle Technician, 20 years
- Shimano Certified Technician since '97
- Wide experience in Manwatu
- Photographic Technician 3 years
- Car and Motorcycle sales 2 and 1/2 years
Rebecca Selkirk - Sales
Rebecca brings with her a wealth of retail service experience from her previous career as a hair salon owner and hair dressing trainer.
She is a keen recreational road cyclist and participates in events such as the Tour de Manawatu and Round Taupo. Rebecca cycles to work on a flat bar fitness bike but her real pride and joy is a Ferrari red full carbon Pinarello F3:13.
James Dobson
 A former Crank It Cycles sponsored junior rider, James spent the Northern summer of 2008 living in Germany riding for the best amateur team in the country. On a break from competitive riding, James works works mainly in sales but lends a hand in just about everything else at the shop.
Favourite race: Taupo, in which he placed 3rd in 2007 (see photo).
Represented NZ as a Junior 2005-7
Nala - Customer Relations
When you visit the store our Customer Relations Manager may rush out to greet you.
Nala is a Border Terrier cross, recently adopted into Phil's family and the Crank It Cycles team. She comes to us from the SPCA, rescued after being found abandoned in a box with her sister. She appears to have put her past behind her and has made herself at home at Crank It, claiming a prime spot on the couch when she needs a nap.
John Lieswyn
Co-founder of Crank It Cycles, John moved on to pursue other career goals in April, 2008. He remains a supporter of and contributor to the Crank It Cycles experience.
A Giant Bicycles sponsored athlete from 2003 to 2005, John Lieswyn has connections to many principals within the bicycle industry. He was one of the earliest writers from the peloton on Cyclingnews.com and still best known for these insights into racing.
Cycling
- Professional cyclist with: HealthNet-Maxxis, 7UP, Coors Light, Saturn, Shaklee (1992-2005)
- USA National Team (with Lance Armstrong, 1991-1992)
- 4x USA World Championship Team
- US National Champion 100K TTT (1991)
- GP San Francisco (2005)- 2nd
- Tour of Southland Champion (2002, 2004)
- GP de Beauce, Quebec Champion (2003)
- Polar Training Systems national clinic presenter for spring 2006.
- Currently working as a Transportation Planner and studying for post graduate qualification in this field
Business Experience
- Transportation Planner, Palmerston North City Council (November 2005-)
- Finance Manager and Sales Trainer, AppleTree Honda-Acura, Asheville North Carolina (November 1995-February 1997)
- Bachelors in Business Administration and Marketing, University of Florida
- Bicycle Retail sales & service: Liberty Bicycles, Asheville North Carolina (#1 retailer USA in 2004) from 1994-1995.
- Bicycle Retail sales: Bike Route, Gainesville Florida- part time through 1987-2000
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