Who We Are MCBC Welcomes John Goggin to the Board

We are excited to welcome John Goggin back to the MCBC Board of Directors. We asked John to tell us a little more about himself and why he rides.

Tell us about yourself

I am the Founder of Soup Group Consulting, a commercial digital agency and consulting group that focuses on empowering global, national, and regional brands. Throughout my career, I’ve co-founded several successful ventures, including StoneGround, OX Brand Bikes, and WaveLink Media – one of the country’s pioneering Web development firms in 1994. With three decades of experience in producing and managing digitally based projects, I have led project implementations for hundreds of clients, including many prestigious Fortune 500 companies. My expertise lies in digital communications, technology, business strategy and analysis, Web production, and Operations.

Before venturing into the corporate business realm, my professional journey began in the realm of environmental advocacy. I dedicated my efforts to various environmental campaigns for the Endangered Species Project and the Earth Island Institute, WildAid, and Rainforest Action Network (RAN).

I currently hold a position on the Board of Directors at The Alter Group. Previously, I served as Secretary on the Board of Directors of the Earth Island Institute and the Board of Directors of WildAid. My commitment to environmental causes extends beyond my early career, and I continue to contribute to initiatives that align with my passion for sustainability and conservation.

Beyond my professional pursuits, I am an enthusiastic and passionate cyclist, regularly commuting to my offices by bicycle, and riding nearly every day. In the past year alone, I logged 5,000+ miles by bike. I am also a huge fan of hiking, photography, dogs, and restoring vintage bicycles, mostly to pass on to others.

What kind of bicycle(s) do you ride?

I’ve been passionate about cycling since the age of five and have experienced a wide array of bicycles throughout my journey. Currently, my rides include a mix of vintage road bikes, CX, and 29er MTBs. Great bikes for exploring the roads, fire trails, and singletrack of Marin and beyond.

 What aspect of cycling do you enjoy the most?

My love affair with cycling began when my eldest brother first let go of my saddle, granting me the freedom to ride freely for the first time. It was a transformative moment that has fueled my enthusiasm for tens of thousands of miles since. Now I cycle for my overall health and wellbeing, to reduce my environmental impact, and for the sheer joy that accompanies every ride. The richness of these experiences has instilled in me a constant desire to share the cycling adventure with anyone willing to listen.

What do you like best about the benefits of riding your bike?

If I had to highlight one aspect, it would be the impact on my health. Cycling has been a cornerstone in maintaining my physical and mental health throughout my life. It has consistently proven its reliability, mishaps aside.

What advice would you give to someone starting their cycling journey?

I would emphasize the importance of listening to those who have paved the way before you. Those individuals that have ridden thousands and thousands of miles, are the ones that carry the greatest wisdom. No matter how many hours I’ve ridden, I still listen carefully for the hidden gems of knowledge that others share.

Where is your favorite place to ride your bike?

My top road pick is Alpine Dam, clockwise. My top MTB pick is on Tam, starting from Mill Valley—Tenderfoot, Pipeline, and beyond. Now that I reside in San Anselmo, I enjoy routes starting out my door. Usually Phoenix Lake to Five Corners, up to the lakes, and beyond.

What is your favorite ride/route in Marin County?

Any route up Tam and beyond holds a special place in my heart.

What part of riding would you most like to improve?

The learning process is ongoing for me. After over 50 years of cycling, I continue to be amazed by how much there is to discover. Over the past two years, my wet weather commuting has prompted adjustments in my approach, particularly regarding fenders and gear, and riding with them installed in bad weather. It’s an enjoyable ongoing evolution.

How do you envision the future of cycling?

I have tremendous hope for cycling. I’ve been around since the early days of the acceptance and embracing of road cycling as a sport in the US, mountain biking since the very early days, the 29er platform since nearly day one, and now gravel bikes, e-bikes, etc. My hope and desire is to help with the full integration of cycling into our communities and culture. Cycling is the most efficient, healthy, and joy filled way to do the most mundane things. For example, my 20-mile commute to work every day, rain or shine, is an absolute dream on even the worst of days. A quick trip a mile away to the supermarket, no problem. I see a future in Marin where there is a conflict-free environment for everyone to safely, and inclusively, get around on foot, bicycle, skateboard, car, scooter, etc. The future should be marked by ease, safety, and a genuinely positive impact on the environment, our well-being, and our communities.

Welcome John to the MCBC Board of Directors!