How did the marriage of Keoghan and this LA-based cycling club come to be? As the legend goes, Louise Keoghan and Team VRC co-founder Eddie Monnier (also Louise’s coach) were on a training ride, and discussing possible sponsorship. After hours, Louise realized they’d passed their usual turnaround point and she was completely spent. She joked with Eddie that she’d sponsor the club if only he would turn around and head home. “I didn’t plan it that way,” laughs Monnier. “I was so engrossed in our conversation, I missed the place where we turn back.”  
 
It’s a good story but more likely the Keoghans realized the NOW philosophy and the club are a match made in bicycle heaven. “This club is all about ditching the excuses and making cool things happen for others,” says Keoghan.  
 
In 2003, founders Eddie Monnier, Mike Novitch, Ken Yamakoshi, Johnny Rondash and Marc Minasian established the club to help U25 (under-25 years old) cyclists reach their full potential on and off the bike, and as if that isn’t enough of a positive mission, they aligned themselves with a charitable cause close to their hearts. In the process of achieving excellence in the sport of cycling, the club raises money and awareness for the National Multiple Sclerosis Society.  
 
Young cyclists who dream of going pro or the guy on the side of the highway struggling with his mangled chain… it’s all the same to NOW-MS riders motivated to create an enthusiastic, supportive, giving environment in the bicycling community. Motivation comes with the kit. Get up close enough to read the butts of the club’s riders, and you’ll see it in writing— these dedicated souls “Ditch the Excuses.” That’s just one of Keoghan’s inspiring catch-phrases that helps get the fire going in the bellies of club cyclists.  
 
Over the years, NOW-MS has grown immensely, and is currently comprised of U25 Elite and Developmental teams (with both men and women), a women’s team—which two years ago consisted of only Louise, a Masters team including Phil, and people racing at all category levels. Although the club exists primarily to promote U25 cycling, the 60+ membership is comprised mostly of non-U25s who support the mission because they believe in it. “They do not receive sponsorship so there is no other reason to join,” says Monnier, “and because of that, we have an incredible group of wonderful people.”  
 
“Our club attracts people who care, not only about their own race, but about the human race,” says Keoghan.  
 
The club has wasted no opportunity to fulfill its mission. The proof is in the numbers... in five years, they’ve produced six professionals and one member of the 2008 US Olympic Track Cycling Team. Last season alone, club racers racked up six state championships, 31 wins, 23 podium finishes and 67 top 10s. And club members have raised a total of over $140,000 for the MS Society.  
 
“Without the support and encouragement I received during my stay with the team, I wouldn't have made it to the level I compete at today. Sounds cliché but it was true,” says club alum Michael Blatchford, member of the 2008 US Olympic Track Cycling Team who competed in Beijing, China.  
 
Young riders are encouraged to act and race like professionals from Day One. Monnier says they select races geared toward the U25s’ development. For club alum Eric Barlevav, now with TIME Pro Cycling, that meant the unique opportunity to race Superweek, Mount Hood Stage Race, U23 Nationals and finishing off the season in Keoghan’s native New Zealand at the Tour of Southland. “All of these races were way out of my league, but just starting the races and hanging in as long as possible was a huge learning experience.” Barlevav goes on to say that participating in these races is important if not essential to making it to the professional level, and that it’s nearly impossible to get there without the support of a great team. “If I were to just enter the local races, I would never have been noticed by the manager of a pro team. It takes great results at big races.”  
 
“Team VRC [NOW-MS] was instrumental in helping me achieve my goal of riding professionally,” says alum Sergio Hernandez, now beginning his 3rd season with Rock Racing.  
 
In June 2008, the club sent a team of six U25s to the inaugural American Eagle Outfitters Tour of Pennsylvania, a six-day, 420-mile stage race across Pennsylvania from Philadelphia to Pittsburgh. Tour of Pennsylvania officials invited 20 six-man pro and amateur teams from the US and five other nations. It is the world's richest cycling race for elite international cyclists under age 25. NOW-MS had an incredible race, placing a rider in 9th overall and a podium finish in Stage 4.  
 
The support, expert coaching and camaraderie of NOW-MS attracts the most talented young riders, the future of the sport of cycling. Three club alums went on to win prestigious NRC races in their debut years as professionals. Results like that are why the club in only five years is already building an impressive resume and a reputation in the racing world.  
 
“When it comes to cycling, its truly important to have a great support system behind you every step of the way, and the team is really doing a great job. Their resources that help me mentally, physically, and financially are without a doubt the key to my success today,” says 17-year-old Junior National Track Champion Kit Karzen.  
 
And that serious racing attitude and support system goes beyond the squad of U25s. “People tried to tell us category 4’s and 5’s cannot race as a team. We hope they continue to believe that while our category 4’s and 5’s organize lead-outs and win races,” says Monnier.  
 
Nestled in the peloton of Cat 4’s you’ll find Phil Keoghan racing furiously, that is, whenever he’s not racing around the world for the CBS hit Amazing Race. “My goal is to find a way to set up my rollers so I can train while I travel 250,000 miles a year in a plane.” Think that’s ambitious? He’s not kidding. Keoghan’s been a bike junkie his whole life.  
 
“Cycling has always been an adventure for me.” As a young kid growing up on the island of Antigua, Keoghan explains, he started riding a Schwinn bicycle with Easy Rider handlebars and a banana seat. He soon graduated to a used Peugeot 10-speed his dad gave him for his 10th birthday, and he started riding with locals covering every inch of the island’s 108 square miles. Keoghan says he survived 50-mile local rides by tying a rope to the strongest rider’s seat post. But it wasn’t long before he could hold his own in the peloton, and after watching Breaking Away, he dreamt of becoming a professional cyclist. Well, Keoghan ended up taking a different adventurous path to stardom, but the bike bug stuck with him.  
 
Many of Keoghan’s U25 teammates who have gone pro, never stray too far from the NOW-MS community. Hernandez has a continued presence with NOW-MS as does Barlevav. They’ve stuck around to help a new generation of U25s the way they were helped. As Hernandez puts it, “The club is definitely a part of my life and the people will always be a part of my life. I am so thankful to have had the opportunity to be a part of it.” Hernandez describes the club in one word, “Family.”  
 
“NOW is a family, not a club,” says State Team Time Trail Champion Angela Dybdahl. And who would know family better than the mother of seven children? “I am so lucky that I get to race with such awesome people. Everyone is supportive and giving.”  
 
“I think we have a real "team" feel. Everyone fits, everyone cares,” says 53-year-old world record breaker and champion track racer Lauren Jacobsen.  
 
“The shared love of cycling creates a deep bond,” says Louise Keoghan. There are risks in such a dangerous sport, she matter of factly explains, and “just about all the team has crashed at some stage and as a result we have been through a lot together— laughter, love, pain and loss. Sounds like a pretty normal family, huh?”  
 
What a motley crew this family is… a mother of seven, a six-time Emmy Award winning television host, a 53-year-old world record breaking track star, a stunt woman, a psychoanalyst, a returned Peace Corps volunteer, a top lawyer… and they all seem to have a good time on and off the bike. Dybdahl describes the club as "the most fun loving, wine drinking, giving, supportive club on the planet!"  
 
No matter what they’re doing or where they are, Jacobsen says, the club members enjoy themselves. “If you are going to work and race your bum off, you better be able to laugh it off as well.”  
 
Keoghan insists NOW-MS club members are people who take racing seriously, but also are serious about having a good time. It’s all part of that NOW attitude, making the most of every single moment of everyday, and wasting no opportunity to help make dreams come true. “As a title sponsor I feel very lucky to now help others achieve their cycling dreams,” says Keoghan.  
 
So with the stats to prove they’re a growing force to be reckoned with, NOW-MS Society just might prove that fun-loving, supportive and generous is the recipe for success. If you’re struggling by the side of the road with a dirty chain mangled in the spokes of your bike, look around for the stylish black, red and white NOW-MS Society kits… you’ll be in good hands.  
 
But don’t be mistaken, fun and generous doesn’t mean they’re not serious on the road. These guys mean business when they train and race. Even Keoghan ditches the excuses. He gets home from another award-winning season of literally racing around the world and jumps right back on his bike to gear up for the bike racing season ahead. NOW-MS is a team of amazing bicycle racers. Echoing the NOW mantra, Kit Karzen proclaims, “Watch out for us in ‘09 ladies and gents. We’re ditching the excuses and taking names.”