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Apparel startup Soulforce targets riders of all sizes

Published December 24, 2013
Soulforce's Authentic jersey is available in S through 5XL.

LAKEWOOD, CO (BRAIN) — Soulforce Cycling co-owner Mike Holmes knows firsthand how difficult it can be to find comfortable performance cycling apparel if you don’t cut the trim body profile of a Cavendish or Cancellara.

“I’m a double-X T-shirt in real life, but trying to put on a double-X jersey is comical. Trying to zip it up is ridiculous,” he said.

“How I came up with Soulforce is that I’ve always been a lifelong biker. Spending time on the trails and at events, I really noticed that not only myself, but a lot of people had trouble finding gear that fits anybody who doesn’t fit the prototype body of what a cyclist is — 150 to 170 pounds, lean and all that.”

Partnering with third-party manufacturer Primal in China, Holmes and business partner Corey Nove—both self-described “corporate refugees” who recently left the world of legal and financial services—launched Soulforce Cycling this fall with a line of relaxed-fit men’s road jerseys in sizes S to 5XL and urban and women’s jerseys sizes S through 3XL. Features include two-way mechanical stretch fabric with UV-resistant and anti-microbial properties, raglan sleeves, three-quarter-length YKK hidden zippers and dye-sublimated graphics.

The brand is selling consumer direct through its website for now, but has plans to roll out to retailers starting from its home base in the Denver market after lining up direct U.S. manufacturing and building in better margin.

“It will be a lot easier to branch out with retailers and wholesalers once we have manufacturing direct rather than third party with Primal, because there’s not a lot of meat on the bone revenue-wise to share it with too many people,” Holmes said. “Direct sourcing will allow retailer-friendly pricing.”

Jerseys are priced at $69.95 to $74.95. Soulforce also offers socks at $6.95 to $9.95. For more information or to purchase products, go to


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