Longtime bicycle industry executive Chad Peterson died following Labor Day bike crash near Ortega Highway

Trade industry publication Bicycle Retailer and Industry News is reporting that Chad Peterson, Chief Operating Officer and Product Director for mountain bike maker Intense has died following a crash on Labor Day.

According to a press release from the Temecula-based company, Peterson was riding near Ortega Highway on Monday when he somehow became injured. He succumbed to his injuries the following day.

Unfortunately, no details are available. It’s not known at this time if he was injured while riding offroad, which seems most likely, or in some other way.

Chad Peterson originally entered the bike industry as a bike mechanic following college, before starting as a mountain bike product manager for Cannondale in 1999.

He moved to Intense nearly six years ago, following stops at Patagonia, Brooks England, Selle Royal and Crankbrothers.

He leaves behind his wife of 20 years, as well as two sons, the oldest of whom is a recent Marine Corp recruit.

This is how the company’s press release summed up their loss, concluding with Peterson’s favorite quote.

Chad’s strong spirit will live on in our memories,” stated Jeff Steber, INTENSE founder and CEO. “He lived his life INTENSE and his drive for cycling inspired the majority of the bikes created since his arrival. There is no person that represents INTENSE For Life in a better way than Chad has. He felt like our Superman here—always invincible—and his passing will continue to not seem real.

“It’s all OK in the end. If it is not OK, it is not the end!”

This is at least the 46th bicycling fatality in Southern California this year.

It’s unclear at this time if Peterson was injured while riding in Orange County or Riverside County; it would either be the eighth bicycling death in Orange County, or the seventh in Riverside.

My deepest sympathy and prayers for Chad Peterson and all his family and loved ones.



  1. JJD says:

    We lift up the family, friends and colleagues of Mr. Chad Peterson in our prayers.

  2. gottobike says:

    Ride In Paradise, Chad

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