GREENSBORO, N.C. — A Greensboro man is facing multiple felony charges after police say he impersonated a popular North Carolina cyclist and YouTube creator for more than a year, scamming bicycle companies out of high-end bikes valued at over $24,000.
According to arrest records, Jeffrey Holden, 30, is charged with seven counts of felony obtaining property under false pretenses and six counts of felony identity theft. Investigators say Holden posed as Seth Alvo, the creator behind Berm Peak, a cycling-focused YouTube channel with nearly three million subscribers.
Authorities allege Holden contacted bicycle companies across the U.S. and abroad using fake email accounts, stolen branding, and forged analytics data. By presenting himself as Alvo, police say he convinced companies to send bicycles for supposed reviews and promotional content.
The scheme unraveled after companies began contacting Alvo directly to confirm whether the requests were legitimate. Alvo and his communications manager, Daniel Sapp, said the outreach raised immediate concerns.
As the impersonation continued, Sapp said the communications became increasingly sophisticated, with some companies shipping bikes or preparing shipments before discovering the deception.
Police report that multiple bicycles were delivered to an address in Greensboro linked to Holden. A search of the property led to the recovery of about a dozen bikes, some still unopened in their original packaging.
The investigation involved the Greensboro Police Department along with federal authorities due to the interstate scope of the alleged fraud.
Alvo and Sapp said pursuing charges was about accountability, not just recovering stolen items. They also noted they delayed speaking publicly until investigators confirmed it would not affect the case.
Holden is scheduled to appear in Guilford County court on January 26.
