Nechama Levy is the Owner and General Manager of Bicycle Roots. She was born and raised in New York City, growing up in the insular Ultra-Orthodox Jewish community. She ultimately left that lifestyle, but she came into the bike industry by a circuitous path. She studied Biology at Cornell University, and worked as a medical research assistant. In 2005, when the MTA shut down due to a strike by the Transit Worker's Union, she started commuting by bicycle. This led her to develop a deep interest for all things bike related. In 2007, while cycling in Brooklyn, she was run over by a garbage truck operated by Royal Waste. However, this did not reduce her passion for cycling. Instead, this traumatic event actually triggered her decision to pursue a career in the bicycle industry! That year, she attended United Bicycle Institute and became certified as a bicycle mechanic, one of the few female bicycle mechanics in New York City. She then worked at a number of local bicycle stores, including Toga Bikes and Adeline Adeline. She also moonlighted as a bike courier. In 2012, Nechama launched Bicycle Roots at its original location on Fulton Street in Bed Stuy, Brooklyn.
Joe Lawler is the Owner and Service Manager of Bicycle Roots. Another native New Yorker, he was was born and raised in Hell's Kitchen. Having grown up close to Central Park, cycling in the city has been a part of Joe's life for over 20 years. In 2001 Joe started interning at Recycle-A-Bicycle in DUMBO, Brooklyn. He became a junior mechanic and taught repair nights, and then went on to become the Head Mechanic and Assistant Manager at Recycle-A-Bicycle's East Village location. In 2007 Joe started to work at Sid's Bikes in Midtown Manhattan, ultimately becoming the Head Mechanic and Service Manager at their 34th Street location. Sid's gave Joe a chance to branch out into the local racing community, as well as hone his professional skills. In 2012, Joe left Sid's to work at Bicycle Roots in Bed-Stuy. When Bicycle Roots relocated to Crown Heights, Joe became a partner in the business. An avid cyclocross racer, Joe holds the title of Tandem Cyclocross Werld Shampion. Joe has a reputation as the best pro wrench in New York City and many of the city's most demanding bicycle riders will trust their bike repairs to no one but him.
Joe O'Brien Applegate has been with Bicycle Roots since before the store even opened. He has done everything at Bicycle Roots, from bicycle mechanics, to sales, to construction, to asset management, to web development. As our Website Administrator, Joe manages bicycleroots.com, making sure that the online inventory is up-to-date and that the technology works the way it should. Joe is a devoted bike racer, mainly competing in Cyclocross. In 2013 he placed 6th at the Virginia State Elite Cyclocross Championship. He's also a Cat 1 Mountain Bike racer, and he trains and races on road bikes, too. Originally hailing from Virginia, Joe now lives in Kensington, Brooklyn. He likes brunch, recording music, and impressively bad novels.
Steven J. Lawler is the Bicycle Roots shop rabbit. As shop rabbit, he takes his job very seriously. He is very productive at shredding cardboard, and he works for carrots.