INSIDE KORE NORTH: A CONVERSATION WITH JAMES SILVERIA
Photo Credit: Ryan Bethel - Insta:@halfway_to_unusal
Meet James, the General Manager of Kore North Bicycles in Meridian, Idaho. He is one of the biggest advocates for custom frame-up builds. From learning bike mechanics out of necessity to leading one of Idaho’s most respected shops, James lives and breathes bikes. His custom INTENSE DJ build is a perfect reflection of that passion. Built to be tough, precise, and unmistakably personal, this setup highlights the components James trusts most when every detail matters.
Check out James’s story and full spec list below. If you are in the area, be sure to stop by the shop; Kore North Bicycles-which features a mini museum of historic INTENSE bikes and frames on display that any mountain bike enthusiast will appreciate.
What’s your bike story?:
I started riding bikes shortly after I moved to Idaho in 2018. After getting my first full suspension I broke my collarbone on my very first ride and my bike was in need of a ton of repairs. When I asked my parents if I could take it to a bike shop to get fixed, they told me I could if I paid for it. So rather than paying for the bike shop to fix it I went in and asked for a job. That was how I started at Kore North and Ryan has become a mentor to me. He took me to my first downhill race, concert, and to Vegas for the first time. I wouldn't be where I am today without his support and passion for biking.
How long have you worked for Kore North and what’s your position at the Shop?
I have been at Kore North Bikes for six and a half years and I am now the general manager.
What keeps your passion for mountain biking alive, year after year?
I have battled with injuries for the last few years, and it's been hard to keep the stoke high for bikes at times. However, going to downhill races and other events always gets me right back to my normal love for bikes.
Where is your favorite place to ride?
My favorite place to ride is Tamarack Resort in Donnelly, ID. It offers a varied system of trails and a large elevation drop in only a few hours drive.
What are your thoughts on the INTENSE Frame First program and how it has helped your business?
When I first heard of the Frame First program, I was extremely excited. Kore Bikes has always focused on custom frame up builds. This program allows us to continue to do what we do best.
How has the Frame First program changed the dialogue with the consumer in your shop?
It helps put focus on what the rider cares most about. Whether it be suspension, wheels, or drivetrain we get to better know our customers, their riding styles, and why they love bikes.
Which INTENSE frame is your favorite to work with when using the Frame First customization program and why?
My favorite frame to build is always an M1. Its amazing getting to see the customer bring their bikes to life with the 3D configurator and better understand every detail that goes into building a bike.
What are some underrated pieces of gear or bike setup tips you think more riders should know about?
The most underrated piece of gear to me is DVO Suspension. Not only do I love their product and ride it on all of my bikes but they have the best customer service of all time.
Give us a quote that inspires you:
“Do or do not, there is no try” - Yoda
Build Spec
Frame: DJ, Red
Fork: DVO Diamond Custom
Handlebar: Burgtec Bryceland Signature Bar
Grips: Burgtec Bartender Pro
Stem: Burgtec Enduro MK3 Stem
Headset: Wolftooth Premium
Brakes: TRP DHR EVO
Saddle: Burgtec Cloud Boost
Seatpost: Burgtec Xpress
Hubs: Profile Elite
Rims: Reverse Components
Tires: Continental
Pedals: Burgtec MK4 Composite
