SoCalCycling.com Elite Team
The SoCalCycling.com Elite Team of Category 1 riders race regionally throughout Southern California promoting bicycling and health and wellness. The Team's goal is to develop and support talented riders with a commitment to teamwork while representing the Team's sponsors.
Management Bios
The SoCalCycling.com Elite Team is managed by Team Director, Frank Sarate and Marketing Director Christy Nicholson.
For the past 20 years, we have prided ourselves on customizing programs that deliver measurable results for our sponsors, from entry-level to title sponsorship. Our cycling club is aligned with our sponsor’s goals and marketing strategies to best meet our sponsor’s needs for a long-term partnership.
Frank Sarate
Frank was a partner of All-Star Racing (1996-2002), a Sports Marketing Team that managed several of the top Professional Women's Cycling Teams, including Olympians, National Champions and World Champions. Frank was the Team Director overseeing the athletes and staff. Frank has been instrumental in bringing on and working with corporate sponsors, which include; Chevrolet, Ralphs Grocery Company, Reebok, Klein Bicycles, Bausch & Lomb, SC Johnson, Michelob Ultra, Bull BBQ, PowerBar, Shimano Components, Giro Helmets and other industry sponsors. Frank’s tactical knowledge and organizational skills led Team Klein to 2 stage wins, 11 podium appearances and finished Best North American Team at the HP International Stage Race. Frank was also instrumental in designing the team's corporate identity, vehicle graphics, bike graphics, clothing and promotional materials. In addition, Frank has been an Owner and Team Director of the SoCalCycling.com Elite Team from 2004-2023. Additionally, Frank has competed professionally in BMX, road cycling and as a semi-pro on the mountain bike and has over 30 years involved in cycling.
Christy Nicholson
Christy was the founding partner of All-Star Racing (1993-2002), a Sports Marketing Team that managed several of the top Professional Women's Cycling Teams, including Olympians, National Champions and World Champions. Christy also worked with BMX Legend John Purse. Christy was responsible for overseeing the team and staff and presenting the team to major corporations as a unique marketing tool through sponsorship of the team. She raised over $1,000,000 in sponsorship funding and facilitated promotions with clients, including Chevrolet, Ralphs, Gillette, Reebok, Bausch and Lomb, PowerBar, Klein Bicycles and SC Johnson. Since 2005, Christy has been an Owner and Partner of the SoCalCycling.com Elite Team. Christy has been instrumental in designing the team's corporate identity, clothing, promotional materials, vehicle graphics and bike graphics. In addition, Christy competed nationally and internationally as a professional cyclist for 13 years, retiring in 2000.
Christy graduated from California State Polytechnic University in Pomona, CA with a BS in Business Management / Marketing. She also studied Computer Science with an emphasis in programming at the University of Alaska and the University of Hawaii - LCC. Additionally, she studied Computer Graphics and Web Design at Chaffey College.
