Jason D. West (aka “Westy”), a beloved friend, colleague, and leader in the global cycling community, passed away peacefully on December 19, 2025, in Colorado Springs surrounded by his spouse and family. Jason leaves behind a legacy defined by integrity, curiosity, and a rare ability to bring out the best in the people around him. He was a steady presence, thoughtful, humble, and quietly influential, whose impact reached far beyond his professional accomplishments.
Jason West was born on July 1, 1970, to William West and Judy Dunn in Columbus Ohio. Jason was a graduate of the University of Illinois where he ran track and cross-country, In 2000, he earned his MBA from the University of Chicago. Jason had an extensive career at SRAM spanning various assignments during his 25+ years with the company.
Jason spent nearly three decades at SRAM, where he began his career in 1996 as the quality manager of the SRAM Chicago factory. His talent for solving complex problems, building strong teams, and navigating change with calm confidence propelled him through a series of leadership roles, including Factory Manager, Product Team Leader, Category Manager, Vice President of After Market Sales and Vice President of Sales Operations. Jason played a pivotal role in the Sachs, RockShox, Truvativ, Avid and Zipp integrations, guiding teams through transformative moments in the company’s history with his characteristic steadiness and clarity.
Most recently, Jason served as Vice President of After Market Sales and Vice President of Sales Operations, roles that reflected both his deep technical expertise and his intuitive understanding of people. He was known for listening more than he spoke, for asking the right questions, and for elevating the work of those around him. His colleagues admired him not only for his leadership, but for his kindness, his patience, and his unwavering commitment to doing things the right way.
Beyond his professional life, Jason was a loyal friend—warm, generous, and grounded. He had a way of making people feel seen and supported, whether through a quiet word of encouragement, a well‑timed joke, or simply showing up when it mattered. He approached life with curiosity and gratitude, finding joy in the moments and meaning in the relationships he nurtured.
Jason’s passing leaves a profound absence in the lives of those who knew him. He will be remembered for his character, his craftsmanship, his leadership, and the countless ways he made the world around him better.
He is survived by his spouse, Emily Danti; his mother, Judy Dunn; his stepmother, Cathy West; his uncle, Dave West; and numerous lifelong friends.
A celebration of Jason’s life will be held at a later date, where friends, family, and colleagues will gather to honor his memory and the enduring legacy he leaves behind.
Memorials in Jason West’s name may be made to World Bicycle Relief and The Westy 400 Scholarship in Track & Field & Cross Country Fund (University of Illinois) in honor of his enduring spirit and his belief in the lifechanging power of bicycles.
I am deeply sorry for such a loss. Jason was a bright light. I remember our Friday Zoom happy hours during the pandemic wearing fun hats and putting a smile on everyone’s faces during such hard times. He will me missed.
I first met Jason years ago at Interbike through my network of SRAM friends. At the time, I was working for a company hoping SRAM might acquire us, and through that I got to know many of the senior management people there, including Jason. We traveled in different circles, he was deep in the components world while I was in apparel and protection, but we shared that common thread of loving bikes and the business around them.
We were never super connected, but over the years I’d see him at different events. The last time I really spent time with Jason was around 2021 at the BLC in Dana Point. We grabbed beers after the day’s presentations, then dinner with some other SRAM folks. I got to know him better that night, and I was still trying to figure out how to get into SRAM, still hoping for that acquisition.
The acquisition never happened, and eventually I left that brand and got hired at SRAM directly. Sadly, I never got the chance to actually work with Jason. But as I got to know him over the years, what stood out was his mix of real talk and no BS. He knew so many aspects of the business, especially bikes, and I was genuinely looking forward to learning more from him.
Now that I’m at SRAM, his legacy is everywhere. I hear people reference him all the time; “what would Jason do” types of conversations. I only knew him in the industry space, but he’s missed. I can’t even imagine what it’s like for his family and close friends. What I do know is that he left a real, positive impact on the cycling industry.
RIP buddy.
I was part of the ROCKSHOX group when we were acquired by SRAM around 2001? I honestly don’t recall exactly when I met Jason but I do recall that he was an earlycomer to Colorado Springs to help manage the transition to the SRAM systems.
I was never a ‘cyclist’, yet I worked closely with the entire SRAM team as a design engineer (remember REBA and PIKE, The early days with Russ Rose, Ed Herrington, FK Day, Andy Caron, Tony Hsieh? Jason stands out in my memory has an absolute genuine person. My interactions with him were always very positive and productive. He ALWAYS took that moment if I wanted/needed something that he could help with. He had a very engaging way about him in a most positive manner. He will carry these qualities with them wherever he winds up! These types of people are a few and far between it seems, especially in today’s world. I hope more solid and genuine people like Jason come along behind him to attempt fill those shoes. This is very tough to write! I’ll just stop here…
John F. Reid