We’re Dianna and Joe, the husband-and-wife team behind Sic 1 of San Diego. Our story started back in 1999, when we met here in San Diego, fell in love, and began building a life together. We got married, raised our daughter, and poured ourselves into family. Then, when our daughter grew up and set out on her own path, attending UCSD we decided it was time for us to rediscover that youthful spark — to be kids again.

That’s when Sic 1 was born. The phrase came from friends of ours who would say someone was “on a sick one” when they were going big, living it up, or pushing limits. It resonated with us instantly. We realized it wasn’t just a phrase — it was a way of life, an attitude, and something everyone should get to feel: that rush of being truly ~On a Sic 1~ .

As we approach our 25th wedding anniversary, we’ve never felt more alive. Starting this company together has been an adventure all its own, and it’s brought us closer than ever. Our mission isn’t just about boards and bikes — it’s about building community, creativity, and culture here in San Diego.

We’re working to change the landscape of skateboarding and biking in our city by:

Hosting community rides to bring people together.

Offering hands-on workshops where anyone can learn how to customize their own boards, bikes, and artwork.

Promoting local original art through Dianna’s sister company, Urban Rebirth.

At our core, we’re creators, dreamers, and doers who believe that art, movement, and community can inspire people to live fully — to be on their own sic 1.

We are the Sic 1s. And we can’t wait for you to ride with us.