A Man, A Bike, And A Piece Of Black Electrical Tape

The only known shot of Jason Boucher riding "BET". Matt Gersib is on the right.

Sixteen years ago on July 16th, 2008, Jason Boucher rode from Waterloo, Iowa down to Hickory Hills park and the gathered riders there saw a bike that few had laid eyes on. A bike that would be the catalyst for a revival of a style of riding now known as "bike packing", which was formerly known as mountain touring, or off-road touring. This bike, and the man who pushed the idea through to get it made were responsible for the catch-phrase "Adventure by Bike" which became a movement and spawned an entire category of bicycles which are still being produced to this day. 

I've written reams of digital pages about this particular moment and the bike itself. It arguably is one of the most popular subjects on this blog with a page dedicated to this particular bike which gets views every week that top any other pages on this blog consistently. I am speaking, of course, about the Salsa Cycles Fargo. The man behind the ideas for this bike and the man who pushed it through to see the light of day is named Jason Boucher.

Jason Boucher in 2024.

I am not going to write a bunch of words today which already have been written here. I'll put some links down at the end of the post to direct you to where I have already opined about the importance of the Fargo. What I want to do here is to pull a quote from a recent Instagram post Jason made which will tell the story from his vantage point. I think that would be a good viewpoint to add to this story here. 

" It was 14 or 15 years ago today that I was riding a prototype bike to @g.ted.productions Death Ride. A bike I drove and helped create. That weekend it got labelled the “black electrical tape” bike. A coworker at the time called it the ugliest bike he had to own. Many said they didn’t need a drop bar mountain touring bike. Others said it’s a cool concept but touring doesn’t sell. "

And the Fargo was very hard for a lot of people to wrap their minds around. Of course, we need to keep in mind a couple of things to gain the correct context here. First off, 29"ers were not a "done deal" at that point in time. Sure, they had gained a toe-hold, but that wheel size was still roundly being criticized and put down as a fad that would fade away by riders and industry folks alike. Some brands were stating publicly that they would never, ever make a 29"er. (Looking at you Specialized, Yeti, and Giant)

Drop bars and fat tires were very odd  in 2008. Only weirdos and alt-bar freaks would put drop bars  on a MTB, much less one with wagon wheels. Drop bars were for road bikes and cyclo cross bikes! (And maybe touring bikes, but no one was doing that anymore!). Then there was the whole touring aspect, as mentioned, which everyone thought was a dead category.

The Fargo I was given by Jason in late 2008 as seen today.

The bike almost did not happen. It was resisted by higher-ups at Jason's place of employment at the time. It was seen as a bit of a losing prospect, as you can read from Jason's quote above. More from Jason:

"We did it anyways. Inspired by many drop bar bikes, touring bikes, and mountain bikes that came before it. It was the product that drove me to rebrand Salsa to Adventure by Bike. In many ways I still believe its the purest execution of the ethos of that tagline (IMHO) and I admit I am a bit biased."

 Of course, the entire bikepacking scene may have happened anyway at some point. Even without the venerable Fargo and its "Adventure by Bike" ethos. But I don't think the reach of that style of riding would have been as deep and far had the Fargo been nixed and never seen the light of day. I know it was a very popular choice for gravel riders, tourists that were looking for a bit more upright position, and it was popular with 29"er fans. 

In my opinion, the Fargo took a while to catch on, but when it did, the model pretty much had its way with the market until the late 2010's when other companies started jumping into the space the Fargo occupied. Now we have several "Fargo-like" choices, and probably the best of those is the Esker Lorax and the Tumbleweed Stargazer models. Ironically, Jason does some work with Tumbleweed these days. 

So, in closing I just wanted to post this to give Jason his flowers and shine a light on the man and the vision that brought the Fargo to life, and arguably was the catalyst for much of what came afterward in the bikepacking category as far as bicycles are concerned. 

Links to previous stories about the "Black Electrical Tape" bike and origin story. 

"The GTDRI Stories: Black Electrical Tape"

"Minus Ten Review - 29"

"The GTDRI Stories: The Fargo Comes Home"

"Fargo Riders Reunion Ride"

Update: Jason Boucher left a comment on this post which maybe won't be seen by many, so I thought I would add it to the post as it pertains to the Fargo and its genesis story. Here it is:

"I need to add a little more detail here. As memories fade it's important to write them down to both remember and document history. I certainly feel directly responsible for both the Fargo and Adventure by Bike. Yet, it isn't those two things that I remember as the most important. It's the people. The Fargo would not have happened without really good & talented people and partners, both inside the organization as well as outside.

Bikepacking.com just posted something on drop bar mountain bike just yesterday and one of the other really important people to this Fargo story is Joe Meiser. I recall one day chatting with Joe about a bike that I would want if I ever did my Alaska to Utah bike trip again (something I did after attending college). Joe was just then setting his sights not the Tour Divide. He wanted something special too. We schemed. One day Joe showed up to work and said "I drew the bike last night". We were both giddy. We looked. I suggested some changes from my personal experience and desire for this product.

Joe and I made changes. Buttoned it up. Ordered frames for us to build & ride. It was a product that was not on any product map or wasn't ever talked about as a product. We just did it. I'm forever grateful that that moment happened. I'm forever grateful of the team of people on our small Salsa team. I'm forever grateful for the people this idea and concept of adventure brought into my life. It changed me forever.

Also a fun fact, Fargo was not the original name. There was a different name that was changed to align with Adventure by Bike. I think only 3-4 people know what that name is........"