Duke Best is owner of the Mongoose Bicycle Company, and President of the Federation of American Bicyclists. He organizes "Helltrack" the race to take place in the small town of Cochrane.

When local rider Cru Jones shows promise of being able to beat the professionals, specifically his riders, Duke steps in and changes the rules to make sure outside talent wont have a chance. Throughout the movie you see that money drives his actions (lowering the guaranteed prize for outside qualifiers and bribing individuals) its always to make a dollar in the end.