Here at Regions, bikes are pretty important. Green bikes have been part of the bank’s advertising and marketing strategy for almost two decades, and the Big Green Bike – that oversized, attention-grabbing mobile billboard – regularly shows up at sporting events, local festivals and community gatherings across the bank’s 15-state footprint.
But the green bike is more than a marketing symbol. It represents something bigger – forward progress, community connectedness, healthy living, happiness and sustainability – themes the bank continues to reinforce in everything from its brand activations to its cycling-themed commercials.
Bikes are also at the heart of a long-running and meaningful community partnership. Redemptive Cycles, a Birmingham nonprofit bicycle shop, builds the Regions green bikes locally, but their mission goes far beyond manufacturing. They focus on restoring value in people and neighborhoods by providing reliable, affordable transportation – work that strengthens mobility and opportunity for residents.
Redemptive Cycles combines traditional bike shop offerings with programs that benefit many in the community.
Redemptive Cycles may look like your friendly neighborhood bike shop – and it is – selling new and refurbished bikes, parts and accessories and handling everything from flat tires to major repairs. But what sets it apart are the community‑driven programs designed to make transportation accessible for everyone.
Redemptive Cycles Community Programs
Here are a few of the ways Redemptive Cycles keeps Birmingham rolling:
- Earn-A-Bike: This award‑winning program gives adults who lack access to reliable transportation a chance to earn their own bike through volunteer hours. Participants receive a refurbished bike along with the essentials – helmet, lock and lights – giving them a dependable way to get to work, stay connected and build confidence. It’s one of Redemptive Cycles’ most recognizable initiatives, and it has helped hundreds of residents gain independence.
- Sliding Scale Repairs: Bike repairs can add up quickly, especially for people already facing financial strain. Redemptive Cycles’ Sliding Scale Repairs program makes sure cost isn’t a barrier by offering those who depend on a bike for daily transportation discounted or fully covered repairs based on what customers can afford. Last year alone, they serviced thousands of bikes under this model, keeping riders safe and mobile.
- Youth Programs: Redemptive Cycles also places a strong emphasis on reaching young people in Housing Authority of Birmingham District communities – kids who might not otherwise have the opportunity to own a quality “bike-shop” bike. Through partnerships with local businesses and grant funding, the nonprofit hosts Bike Rodeos, hands‑on events where children learn how to ride safely, navigate their neighborhoods and build confidence on the road. The goal is simple but powerful: spark joy, independence and maybe even a lifelong love of cycling.
- Mechanics Classes and Community Workstation: Redemptive Cycles offers monthly beginner and periodic advanced mechanics classes for the community. For those who want to work on their bike but don’t have the tools at home, their public workstation offers a fully equipped space open to everyone.
According to Brian Gosdin, executive director of Redemptive Cycles, one of their most popular offerings isn’t a bike at all – it’s the weekly Trample ride, a spirited eight- to ten-mile cruise through downtown Birmingham that brings riders of all ages and experience levels together.
We just encourage new riders to be comfortable beforehand and come prepared with a helmet and lights, which people can easily pick up at the shop. In the summer months we can see more than 150 riders join us. Brian Gosdin, executive director of Redemptive Cycles
“It’s truly one of the highlights of our week,” Gosdin said. “You’ll see seasoned cyclists riding right alongside newcomers – it’s social, it’s laid‑back and welcoming to everyone. We just encourage new riders to be comfortable beforehand and come prepared with a helmet and lights, which people can easily pick up at the shop. In the summer months we can see more than 150 riders join us.”
Redemptive Cycles’ weekly Trample ride attracts more than 150 riders of all levels in the summer months.
A Community Partnership in Motion
Regions has supported Redemptive Cycles in several ways over the years, from financial contributions to board service, but most recently the bank stepped in to offer something a little different: technical assistance with marketing and communications.
“Redemptive Cycles is a wonderful community partner for us,” said Sarah Moss, Regions Community Relations Officer in Birmingham. “Brian and I were talking recently about some of the challenges nonprofits face, and he mentioned their need for help in telling their story.”
Moss reached out to her colleague Gina Sian, who manages the Regions Making Life Better Institute. Sian coordinated a Regions Skills in Service (RSS) project with the Corporate Marketing and Communications team – a program that connects bank associates with nonprofits that could benefit from their subject-matter expertise.
Through the collaboration, the Regions team worked closely with Gosdin and the Redemptive Cycles staff to develop a set of social media best practices and even produced a short promotional reel the nonprofit can use to raise awareness and highlight its programs.
“We’re incredibly grateful for Regions’ support,” Gosdin said. “Redemptive Cycles has been a Regions customer for more than a decade, and we value their commitment to small businesses and nonprofits. Many people recognize the green Regions bikes but may not realize they’re assembled here by our experienced bike techs. Regions has stepped in to support us with marketing and financial projects – resources that aren’t always available to organizations like ours. We’re proud to work alongside them.”
The collaboration between Regions and Redemptive Cycles shows what can happen when branding meets genuine community investment – a partnership powered by two wheels, a shared purpose and the belief that a simple bike can help move people and communities forward.
Donate Bikes and Gear to Support Community Programs
Redemptive Cycles accepts donations of any kind of bikes and cycling gear to help pay for their community programs, and they’re always looking for volunteers. For information, go to https://www.redemptivecycles.com/support.
Regions has supported Redemptive Cycles in several ways over the years, from financial contributions and board service to technical assistance.