I ended up putting my env stuff in .profile
and mutated SHELL
something like
SHELL ["/bin/bash", "-c", "-l"]
# Install ruby version specified in .ruby-version
RUN rvm install $(<.ruby-version)
# Install deps
RUN rvm use $(<.ruby-version) && gem install bundler && bundle install
CMD rvm use $(<.ruby-version) && ./myscript.rb