The Be Good™ Foundation
Our mission is to enrich communities using the bicycle as a catalyst for healing, empowerment, and evolution.
The Be Good Foundation creates opportunities for outdoor exploration, personal discovery and humanitarian service at local, national, and global levels. Priorities include removal of UXO (unexploded ordnance) throughout Laos, protecting public lands for recreation and access to all, and partnering with other cycling related nonprofits to fund impactful change in their communities. Ride with us, host a film screening, purchase a bracelet, or donate any amount to support the efforts toward positive change.
Our Board of Directors
Rebecca is an American ultra endurance pro athlete, seven-time world champion, author, entrepreneur, Emmy Award winner, and motivational speaker whose career has spanned numerous adventure sports including rock climbing, expedition racing, whitewater rafting, cross-country skiing and mountain biking. She was nominated to the international Mountain Bike Hall of Fame in 2019, owns seven world championship titles in multiple disciplines, and was a member of the U.S. National Whitewater Rafting Team and several international adventure racing teams participating in the Eco Challenge (1997–2002), Primal Quest (2002–2006), and Raid Gauloises (2000, 2002, 2003) series. Rebecca’s quest on the Ho Chi Minh Trail to find the crash site of her father inspired the film Blood Road and guided her toward establishing the Be Good Foundation. Click here to learn more about Rebecca.
By day, Cliff Lyles is the vice president of product development at Revolution Foods. His deep experience in developing and producing high-quality food at scale comes from his time spent as executive chef for multiple international companies, including Emirates Airlines and Philippines Airlines. A longtime athlete and former Marine, Cliff got hooked on adventure racing after watching Eco-Challenge Morocco in the summer of 1999. By the end of that summer, he had competed in his first sprint adventure race. Two decades later, he is still testing himself and his team as they change the face of adventure racing. He has many hard-won stories to tell — stories of courage, perseverance, pride, and passion for seeing and being a role model in sports as well as business. HIs corporate speaking highlights include Pepsi and Bank of America.
Austin believes immensely in the power of cycling to transform the lives of individuals and the culture of entire communities. Along with his wife, Austin coached a high school mountain bike club for many years and, as a result, put a career in environmental mediation on hold to serve as the president of the National Interscholastic Cycling Association (NICA) for nearly eight years, until mid 2019. During his efforts at NICA, he partnered with Rebecca Rusch to expand youth cycling opportunities and became a supporter of her efforts. As such, he is honored to help grow and strengthen the Be Good Foundation. Austin resides in Berkeley, California, and enjoys gardening, cooking, and riding his bike with his wife both from his home and abroad.
Jeff Shupe co-founded SRAM and spent thirty years building its global operations through organic and acquisition growth. He lived in Hong Kong with his wife and two daughters for six years and has visited over twenty Asian countries. He is a survivor of two MTB LAO trips with Rebecca's team and is a founding board member for the Be Good Foundation. Apart from riding his bike in Arizona, Jeff is involved in developing electric water ski boats. He earned his Bachelors degree in Electrical Engineering a long time ago from the University of Notre Dame.
After a long and varied career as an entrepreneur, athlete, coach, and finance professional, Matthew now lives in Mexico with his family, owning and operating a boutique hotel overlooking the ocean in the jungle near the surf town of Sayulita. Long a fan of Rebecca, Matthew raced with her on Team Montrail; coached her to Leadville, national, and world titles; participated in the inaugural RPI; proudly serves as a founding board member for the Be Good Foundation; and believes without hesitation in the healing power of the bicycle. While he now spends more time in the ocean waiting for waves than he does on the trails, his heart remains in the mountains of Idaho.
Susannah has spent her life steering brand development and design for nascent industries and companies. She began her career guiding the Internet design philosophy for companies like Landmark Communications and AltaVista. She soon jumped into the wild, weird world of collectible card games, where she worked with brands like Star Wars, Star Trek, Nintendo, and Hasbro. Next, she powered up the brand and design of a tiny but innovative fitness company called CrossFit and helped develop one of the world’s most exciting and prestigious live competitions, the CrossFit Games. Her current focus is bringing health, fitness, and biking to people who need them by concentrating on the people who have the least access.
Thom is retired from Great Northern Corporation, where he held several positions. He has been active in clean drinking water projects in Guatemala through Rotary International, is a Paul Harris Fellow, and has been a team member on educational and health mission trips to the Meru region of Kenya. Thom has a BS from the University of Maine, a MBA from Marquette University, and a certification in Sales Management from The University of Wisconsin’s Fluno Center for Executive Education. He is currently a board member with Kids Play International based in Park City, Utah, and has been a member of the Camp Kesem University of Wisconsin Board of Advisors, where he helped with business outreach and advisory board member recruitment. Thom works part-time as an adaptive ski instructor and bicycle coach with The National Ability Center. Thom and his wife, Jane, reside in Park City, Utah, and have two adult daughters.
John is an entrepreneur and investor in the entertainment, real estate, and cycling industries. He is an attorney and has served on the boards of public companies (Univision Communications and Deckers Brands) and non-profits. John is an outdoors enthusiast who enjoys cycling, backcountry skiing, surfing, open water swimming, and wing foiling. He is an alumni of MTB LAO 1 and resides with his wife Stephanie in Ketchum, Idaho.
Our partners provide sustainable and responsibly cultivated products for your enjoyment. Visit Rebecca's store to purchase merchandise, and click the logos below to learn more about each organization and support their efforts.
2021 was a busy year! We raised $282,000 and granted just over $176,000 to twenty-six unique organizations. Due to increased staffing, office rental costs, and assorted operational and fundraising expenses, we had a 22% increase in expenses and only a slight increase in income from 2020. The Be Good Foundation is honored to have earned GuideStar’s Gold Seal of Transparency for nonprofit accounting practices and to be a 1% for the Planet nonprofit member.
Our USA EIN is 83-1471464.
After a two-year maternity leave, Erica returns to the Be Good Foundation to reprise her role as executive director. Erica brings a decade of experience in nonprofit program and operations management, as well as fundraising and development expertise. Formerly at Barbells for Boobs, a breast cancer nonprofit promoting fitness and wellness, she traded barbells for bicycles and joined Rebecca Rusch's team in 2019. Erica recently returned to her home state of Idaho after living and traveling all over the country and abroad. She currently resides in the Boise area with her husband, Chris, daughter, Avalon, and son, Axel. When she's not wrangling a toddler and a newborn, Erica also manages a CrossFit gym and enjoys traveling, yoga, camping, spending time with her extended family, and riding bikes.