Paul Sadoff is a character. His personality has a patina. One that’s formed over years of racing pedigree and loud music. The name of his company was derived by the B-52’s billboard hit but before Paul would name his brand Rock Lobster, he had to have built a MTB first. “I couldn’t call it Rock Lobster if I didn’t have a MTB” Paul said when asked about the origins of his namesake… Then he built a MTB and the world changed for the frame builder.

The logo was even derived from MTB riding. Those blocks holding the letters represent rubble falling down the trail as you’re riding…

His frames have always been some of my favorite in the industry. These no-nonsense bikes are straight-forward, tig-welded masterpieces. Yes, utilitarian art – I’m standing by that phrase. Paul builds each frame in an industrial building within the Santa Cruz city limits. His own space is literally littered with cycling memorabilia from the past twenty years (even longer?) and is a gold mine of interestingness.

From track to TT, each of Sadoff’s frames bear some uniqueness and have a story to tell. Even the various crash-replacements…

While I was in town for the Giro #SantaCruzEffect, our group of 10 journalists swung through Rock Lobster to see Paul and his space. It was probably one of the most rushed Shop Visits I’ve done to date, but I managed to gain some understanding as to how Paul works and what makes Rock Lobster tick… Check out a narrated Gallery for more!