In 1991, Lynn Shoup opened Rage Cycles at 48th St. and Baseline. From the start, Rage became a destination shop for avid mountain bikers. If there was a cool, new product featured in Mountain Bike Action or Dirt Rag (and it was all new and cool back then!), Lynn had it. Rage carried all the original cool bike builders such as Mantis, Gazelle, Ritchey, Manitou and Rotec.
In 1997, Rage moved to its second home at 52nd St. and University in Tempe.
In 2001, Lynn sold Rage to Peter Perreault. With a new owner came a new address, this time at Scottsdale and Thomas. Built in 1946, this location was originally home to the historic Buck Saunders Art Gallery. Rage quickly became a fixture in Old Town Scottsdale, known far and wide as the only bike shop in the country with a backyard pump track.
In 2015, Rage moved down the street to 64th St. and Thomas, right on the Cross-Cut Canal bike path. A much larger space, the current location has allowed Rage to host a greater variety of events, from bike rides to product demos to movie nights to the absolutely ridiculous Halloween ride.