Growing up in the backwoods of California’s Humboldt County, Shawn Neer discovered his love for biking at an early age. With few distractions and a spirit of independence, he spent his days riding through the trails, paving the way for what would become his life's passion. It was a journey that led him from the serene landscapes of California to the bustling mountain biking community of Colorado.
Reflecting on his transition, Shawn recalls the pivotal moment when he traded his BMX bike for a mountain bike. The sense of camaraderie in mountain biking resonated deeply with him, offering a stark contrast to the aggressive atmosphere of BMX racing. “I felt there was this sense of community and just this friendly vibe that I really loved about mountain biking,” says Shawn. “BMX is eight people wide on a gate. It's just very aggressive and in mountain biking, you're racing against the clock.”
For Shawn, racing was not just about winning; it was the conduit to a world of opportunities. Exploring creative endeavors like making videos and taking photos, he immersed himself fully in the culture. He quickly gained sponsorships and started doing photoshoots, but it was racing that served as the gateway to his professional career, opening doors to new opportunities and experiences. Turning pro in 2017, Shawn placed significantly in several EWS (Enduro World Series) races in the late 2010s and his pro career culminated in a first-place 2019 EWS Trophy of Nations win alongside his USA teammates.
However, Shawn's journey took an unexpected turn when losing a close friend to a battle with cancer shifted his perspective on life. The grief served as a catalyst for him to reassess his priorities and redefine success on his own terms. With a newfound clarity, he made the decision to step away from competitive racing, recognizing that his passion lay beyond the finish line. “I realized that I wasn't hungry to win races anymore. I was just doing it because I loved it,” says Shawn. “It was a really quick exit, but I don't regret it at all. It's allowed me to pursue different passions… it's cool to still have that same drive that I had for racing, now in a different vein.”
His passion for storytelling and filmmaking led him to establish a production studio Moniker, where he began curating content for brands like Yeti Cycles (one of his first pro sponsors) and WTB. Some of his latest films include Cafe Americano & Dust to Dust (both easily found on YouTube). He’s now expanding his film and visual production services to include brand creation, social media management and marketing strategy development for companies within and beyond the bike industry. Through his digital marketing boutique (NeerConcepts.com), he dove into the world of marketing and brand development, he draws upon his experiences as an athlete to offer unique insights and perspectives. His ability to bridge the gap between creativity and business strategy set him apart, allowing him to forge meaningful connections with brands and audiences.
“Every brand has a story to tell and community to build,” says Shawn. “My mission is to turn those stories into vivid experiences that resonate deeply with audiences. My background as an athlete taught me the power of perseverance and clear vision—qualities that I now bring to every project I undertake. Whether it’s through the lens of a camera or a strategic marketing plan, I’m committed to bringing authenticity and innovation to the forefront of everything I do.”
Embracing his entrepreneurial spirit and an obsessive search for the perfect espresso, Shawn looked to the world of coffee. The Espresso Forge offers a unique experience of handcrafted espresso machines designed for those seeking quality and precision. He started as an aficionado of the durable, steel-forged, manual machine and took full advantage of its portability during his racing career. When the opportunity arose to acquire the company with his partners, he jumped at the chance. Espresso Forge has not only served as an opportunity to grow a business, but it has also solidified his growing passion for building a thoughtful, strategic approach to marketing. He’s excited to share what he’s learned through building the Espresso Forge Brand and his other start-ups. The key lesson according to Shawn: “When you take the time to build marketing content and strategy from a thoughtfully crafted brand, you can make meaningful connections with your audience. And that’s success.”
Today, Shawn's days are filled with the dynamic rhythm of entrepreneurship. Amidst the hustle of building marketing strategies, dreaming up the next filming location and curating social media accounts, he remains grounded in his commitment to pursuing joy and inspiring others to do the same. Looking ahead, Shawn envisions a future defined by purpose. By channeling his focus, he’s building brands with the same dedication and attention that found him success on his bike. Shawn’s journey is about transforming passion into professional excellence, ensuring every brand story he touches is told with unparalleled authenticity and strategic insight.