Brandon Baker: Leading the Charge as the Ride Santa Barbara 100 Ambassador

This year, SB 100 gains a new leader on the road—Brandon Baker. As the event’s official ambassador, Brandon brings his deep passion for cycling, strong community ties, and expertise as the founder of Gibraltar Training Elements. He will also be leading a 100-mile pacing group, helping riders manage their efforts, nutrition, and fostering a sense of camaraderie along the way. We sat down with him to discuss his cycling journey, coaching philosophy, and vision for SB 100.

A Ride That Started It All

Brandon’s connection to the SB 100 dates back to 2014, when it became his first major cycling event after transitioning from motocross. “I had retired from motocross and wanted a new challenge,” he recalls. “I was stronger than my buddy at the time and decided to help guide him through the ride.” Having ridden these iconic roads before, the Ride Santa Barbara 100 allowed him to see them in a new light, eventually leading him to his coaching path.

Why Santa Barbara is a Cyclist’s Dream

As a local rider and coach, Brandon believes Santa Barbara offers some of the best cycling in the world. “You can ride year-round here—It’s visually stunning. You can touch the ocean and be on a mountain top within 90 minutes.” The region’s diverse terrain makes it an ideal training ground, with challenging climbs and breathtaking views. “SB 100’s century course is one of the toughest, and it keeps bringing people back for a reason.”

The Birth of Gibraltar Training Elements

Brandon founded Gibraltar Training Elements out of a deep love for cycling and the welcoming community that helped him grow. “I had a quarter-life crisis,” he jokes. “But the cycling community embraced me—people at coffee shops and races were always willing to share advice.” With a background in kinesiology, he saw an opportunity to blend science with practical experience. “Gibraltar means ‘stronghold,’ and I wanted to create a coaching environment where athletes feel supported beyond just metrics. It’s about developing well-rounded humans, not just strong riders.”

Introducing Pacing Groups to SB 100

One of Brandon’s key initiatives as SB 100 Ambassador is launching an official pacing group—a game-changer for riders tackling the grueling 100-mile route. “Many riders aren’t familiar with pacing strategies,” he explains. “They either go too hard too early or conserve too much and finish with energy left in the tank.” His goal is to provide consistency, helping riders manage their effort efficiently. “The median finishing time is around 7–8.5 hours, so we’re setting a pace group that caters to the bulk of participants. Riders can sign up through our form and join a Shakeout Ride beforehand to get comfortable.”

Overcoming Challenges and Finishing Strong

The SB 100 presents unique challenges, from long climbs to unpredictable fatigue. Brandon’s pacing groups will focus on smooth riding, strategic nutrition at aid stations, and group encouragement. “Think of it like having a sherpa,” he says. “Yes, you’ll be tired, but the goal is to finish strong and enjoy the community experience.”

Giving Back to the Cycling Community

For Brandon, coaching and leading at SB 100 is about more than just personal achievement—it’s about passing on knowledge and confidence. “The cycling community gave me so much, and I love giving back,” he says. “Helping others reach their goals is incredibly fulfilling.”

Advice for First-Time SB 100 Riders

For those tackling SB 100 for the first time, Brandon offers simple but crucial advice:

• Find a group to ride with—whether it’s a pace group or friends.
• Ride within your limits and trust your training.
• Fuel properly—aim for 300–500 calories per hour.
• Be cautious on big descents and ride as you would in training.
• Most importantly—have fun! “This is a rad event, and you should enjoy it.”

Looking Ahead

As he continues to grow Gibraltar Training Elements and build the Santa Barbara cycling community, Brandon remains committed to his roots. “I was born and raised here, and I want to welcome anyone to the sport. SB 100 is one of my favorite events of the year—it’s beautiful, challenging, and brings people together. More people should experience it.”

Follow us on social media: @ridesb100 @_bakerbrandon @gibraltartrainingelements