Jenson USA and Diamondback Give Elementary Students a Holiday Season Surprise

The holiday season came early for twenty deserving fourth through sixth graders at Mark Twain Elementary School in Riverside, CA on December 5 when they became the surprised recipients of brand new Diamondback BMX Session bicycles courtesy of Jenson USA, one of the nation’s largest retailers of bicycles, parts and accessories.

“This is the twelfth year of the annual holiday bicycle giveaway,” said Michael Cachat, founder and CEO of Jenson USA. “We strongly believe a bicycle should be an integral part of every childhood experience. Everybody remembers their first bike. It’s something that stays with you for a lifetime. And we’re very fortunate to have great relationships with a generous vendor like Diamondback in order to make those dreams become a reality for these students.”

Jon Kennedy, Diamondback marketing manager, commented, “Diamondback has a long history of being the ‘first bike’ of many dedicated riding enthusiasts. We see great value in contributing to a child’s first ride that helps to create a passion for lifelong cycling, and we are pleased to join with our partners at Jenson USA to reward these wonderful students for a job well done.”

The selection of the students receiving bicycles at the holiday giveaway is based upon demonstrated academic achievement and improvement. The annual bicycle giveaway program is coordinated by the East Hills Business Council of Riverside and marks the fourth consecutive year of Jenson USA participation with that organization. Each year a different Riverside elementary school is selected to be the recipient.

Jenson USA has two locations in Riverside and Corona, in addition to their online store at

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