Fisher enlisted the help of his friend and roommate, Charlie Kelly, to market and sell the bikes Ritchey was building. Because Ritchey had years of custom frame and component manufacturing experience, he was uniquely suited to tackle and establish many of the new designs and standards this new breed of bicycle would require. The company initially was called Ritchey MountainBikes, with Ritchey fillet brazing over 1000 bikes over the course of those beginning three years. This high volume of production lead to Ritchey becoming mountain biking's first production frame builder, earning him the moniker, "The General Motors of mountain bike frame companies," from Mike Sinyard of Specialized. The informal business lasted about three years, with Ritchey building the bikes in the mountains of the south bay peninsula while Fisher and Kelly sold them out of Fairfax and Marin.