bicycleretailer.
com
Miranda & Irmão manufactures
components in Águeda, Portugal.
‘WE MAKE EVERYTHING HERE’
ing Europe for Asia in the 1980s, Miranda
shifted its focus back to bicycles. It made
its first V-brakes and cantilever brakes in
the early 1990s, and dabbled in hydraulic
Tight manufacturing control helps Portuguese parts maker brakes a few years ago, ultimately giving
Miranda speed delivery and keep up with new markets. up that business to focus more on drive-
train components.
By Val Vanderpool Miranda & Irmão (brothers) was incorpo- Over the years, the company has in-
rated in 1950. vested in a number of new technolo-
ÁGUEDA, Portugal — What began as a quest The family-owned company quickly be- gies, including plastic injection molding
to design a portable tire pump in the 1940s came a prominent parts supplier for the coun- and aluminum cold forging, at its nearly
has grown into a full-scale bicycle component try’s expanding motorcycle industry. Miran- 325,000-square-foot facility just outside
manufacturing company that today supplies da’s electronic speedometer put the company of Águeda.
major brands with everything from brake le- on the map, and it went on to manufacture a “We make everything here. We have
vers and cassettes to cranks and seatposts. variety of motorcycle components, including more control and can be flexible for our
Located in central Portugal’s Barraida re- headlights, grips, switches and, eventually, hy- clients, and the quality standards we work
gion, an important commercial and industri- draulic brakes. with are quite high. And, we have short
al center that is also famous for its vineyards, As the motorcycle business began leav- Continues on page 16
ELASTO TARP
Waterproof stretch cargo and saddle cover
Expands up to 3x size
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deltacycle.com
July 1, 2018
Vol. 27
Number 11
EUROBIKE
SPECIAL
EDITION
Whatever the date,
Eurobike is still key
to many US brands
By Steve Frothingham
FRIEDRICHSHAFEN, Germany — This
year’s Eurobike show opens the day after the
Tour de France begins, an unusually early
date that, exhibitors told BRAIN, offers both
challenges and opportunities.
The early July dates mean many Euro-
pean retailers are either on vacation or too
busy selling bikes to find time to come to the
show. Being in prime tourism season means
flights and other costs are higher than Eu-
robike’s traditional early fall timing. And
some brands who plan product introduc-
tions at the Tour, or have to support teams
there, may find it difficult for staff to be two
places at once.
“It’s a little bit challenging, but we’ve
known these dates for a while,” said Eric
Richter, Giro’s global brand development
manager. Giro typically launches new hel-
mets at the Tour and supports several teams
there, standing by, for example, to provide
custom-colored helmets if a team or one of
its riders takes the lead in a race category.
“It will be an opportunity to spotlight
new introductions at both the Tour de
France and a trade show. So we can tie our
sports marketing to things that might be
previewed at the show,” Richter said.
Like other major trade shows, Eurobike
has had many major bike brands pull out in
recent years, in favor of private dealer shows
and other events. This year, Campagnolo is
a significant no-show, for example.
But the 2018 show is sold out, with
about 1,400 exhibitors signed up and a wait-
Continues on page 15
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In this Issue

COMMUNITY
6 Kentucky man convicted of selling counterfeit helmets on eBay

6 Trek and Make Him Smile agree to settle Farley trademark suit

RESOURCE
6 Tri franchisers combine as Playtri acquires Endurance House

10 Acquisitions reveal growth in high-end women’s clothing

11 PNW Components emphasizes value and durability in parts line

THE ALL NEW
THS-1 TRAILHEAD
14 Portugal chain factory a vital link WORKSTATION
in SRAM’s drivetrain business

17 Portugal Bike Value project

supports a growing cycling
industry
MADE TO HELP KEEP
YOUR COMMUNITY
18 Q&A: FSA’s Lance Bohlen reflects
on four decades in the industry
ROLLING

21 New York’s Maglia Rosa: Italian

heritage, community food culture

DEPARTMENTS
4 READER FEEDBACK 24 TECH BRIEFS

12 STATE OF RETAIL 25 E-BIKE BRIEFS

13 RETAIL BRIEFS 26 THROUGH THE GRAPEVINE

22 PRODUCT PICKS 28 MARKETPLACE & CLASSIFIEDS

23 TRADE WATCH 30 STAFF EDITORIAL THS-1 TRAILHEAD WORKSTATION

WITH OPTIONAL
THP-1 MOUNTING POST

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4 READER
FEEDBACK
NYC’s Bicycle Habitat stung
by late-night break-in
I’m sure this is as common as dog bites man, but when it
happens to you it feels like man bites dog.
We were broken into last night about 12:30 a.m.
There was a party upstairs in the building and the
front door to the building was left open. The thieves
broke in through a side door by the elevator. Crow bar
and brute force. About $9,000 was taken as well as a
dozen Wahoo Bolts and Elements, plus two Linus bags
to carry them in. They also stole the DVR for the secu-
rity camera. They broke some cash draws and the side
door to the store.
We were one of three businesses hit on the block by
the same guys last night. Most heavily hit was the cash-
only parking lot. These were pros and the police believe
we were all well “cased” in advance.
The video of the break-in from the building shows
two guys — one of them played lookout — hats on,
heads down, masks and gloves. There is a lot of street
video here so the police may find them on other
cameras.
This is the fourth time we have been robbed or bur-
glarized in 40 years. It has literally been once a decade.
I got the call at 9 a.m. when my manager arrived and
I spent the next hour doing the things I needed to do at
home to get our team organized and a contractor to fix
the door. I then hopped on my e-bike and as soon as the
sun shone on me and I started moving, the old bike magic
happened. Nothing could stop the smile.
I guess now I find out how good my insurance is.
— Charlie McCorkell, Bicycle Habitat
Via e-mail
GOT A COMMENT? www.facebook.com/bicycleretailer I
Specialized acquires women’s
brand Machines for Freedom
See story page 10
After a look around their website I initially thought fan-
tastic they’ve used a model that is more typical of the
shape of customers I see day in, day out. But like a lot of
clothing brands, you read the content and see them lost
in their own hubris.
High-end women’s clothing has existed for years. In
our market it didn’t sell particularly well but it was out
there. Many brands over the years have invested great
time in apparel, but I guess Rapha had a big influence
over design and cycling fashion over the past decade.
I’d also challenge the assertion of Specialized being
some kind of leader in female-specific design. For sure
they’ve taken it seriously and should be applauded, but
they are hardly alone.
— Gary Bird
Gary, I think you may be missing what MFF is trying to
accomplish and the rationale behind it. I disagree that
they are getting “lost in their own hubris.” They’ve worked
hard to create a product based on what their core cus-
tomer is asking for, and it’s resulted in women feeling con-
fident about wearing high-end clothing … which means
more women riding more bikes more often.
Yes, high-end women’s clothing has existed for years;
slight alterations to a men’s product, designed by men
and tested by men until the final product hits the shelves
marketing to women. It’s no different than bike manufac-
turers painting a men’s bike pink and calling it a women’s
model. MFF aimed to do it differently, and I think they
deserve kudos for it.
@BicycleRetailer I lcarpiet@bicycleretailer.com
Hopefully MFF will truly have the freedom to continue
operating independently with the ability to create and pivot
based on the needs of the growing female cycling segment.
— Dan Lind
Kentucky man convicted of selling
counterfeit helmets on eBay
See story page 6
It’s not just helmets. We’ve seen a number of Chinarellos
come into our shop to be serviced. They were bought on eBay
for maybe 20 cents on the dollar. Sometimes the customer is
unaware, but often he knows that it’s a knockoff, and wants
to impress his friends with his cool bike. Unfortunately these
aren’t made well, and may catastrophically fail during a ride.
We’ve also seen name-brand “carbon fiber” seatposts that
were actually made of fiberglass. Buying knockoff handbags
is bad, but at least those won’t break and send you to the ER.
— Michael Paese
Counterfeits are a huge problem for our industry! What
upsets me is when the customer is aware the product is fake
and doesn’t care! To some people I guess it’s better to impress
your friends with the deal you got than ride a safe product.
Fake helmet, fine until you fall. Fake handlebar, fine
until it breaks and you crash with your fake helmet.
I know many manufacturers spend a lot of money chas-
ing fake product, as they should. Retailers need to refuse
to install fake product on their customers’ bikes as well.
— Kevin Hoard
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6 IN THE
NEWS
Kentucky man convicted of selling counterfeit helmets on eBay
Matthew S. Stepp was charged with selling Specialized, Giro and Catlike helmets he had purchased on Ali Express.
By Steve Frothingham
LOUISVILLE, Ky. — After a four-day trial,
Matthew S. Stepp of Shepherdsville, Ken-
tucky, was found guilty last month of eight
counts of mail fraud and three counts of
trafficking in counterfeit goods for selling
counterfeit high-end bike helmets on eBay.
U.S. Attorney Russell M. Coleman
of the Western District of Kentucky an-
nounced the conviction. Sentencing is
scheduled for September.
“What might appear on its face to be
an esoteric white-collar prosecution is, in
fact, an all-out effort to keep kids and fam-
ilies safe,” Coleman said. “This office will
continue to work with our federal law en-
forcement partners to protect Americans
from counterfeit personal safety equip-
ment and companies from theft of their
intellectual property.”
Stepp was charged with conducting
a scheme to defraud consumers by mar-
keting and selling the helmets between
May and November 2014. Prosecutors
said Stepp had purchased the counterfeit
helmets for pennies on the dollar from
Ali Express. Stepp was also charged with
three counts of trafficking in counterfeit
goods.
Stepp’s attorneys had argued that
Stepp was unaware that the helmets were
fake when he bought them and Stepp had
filed suit against Ali Express and its par-
ent, Alibaba, in 2014. That suit was later
withdrawn.
During the trial, representatives from
Specialized testified that in October 2014
they realized that Stepp was marketing
counterfeit Specialized S-Works Prevail
helmets. Specialized immediately noti-
fied eBay and the National Intellectu-
al Property Rights Coordination Center, “The counterfeit helmets were found
which contacted Homeland Security In- not to contain roll cages or the inter-
vestigations in Louisville. A search war- nal reinforcements that are standard
rant was executed at Stepp’s home on in high-end authentic Specialized and
Nov. 6, 2014, where 45 counterfeit hel- Giro bicycle helmets. When placed on
mets were seized. Additional packages a head form and dropped onto a test-
containing counterfeit helmets that Stepp ing surface at approximately 11 miles
had placed in the mail for delivery were per hour, the counterfeit helmets broke
also seized from the Post Office. into pieces during impact testing, re-
During trial, the United States intro- sulting in direct contact between the
duced evidence showing that Stepp pur- head forms and the testing surface,” the
chased counterfeit Specialized S-Works U.S. Attorneys Office said in a news re-
Prevail, Giro Aeon and Catlike Whisper lease.
bicycle helmets on Ali Express for be- “Testimony at trial revealed that a
tween $50 and $70, and sold those hel- consumer wearing one of the counter-
mets on eBay for $150 and more. The re- feit helmets and suffering a similar im-
tail value of the helmets was over $200. pact might suffer a fractured skull, brain
Samples of the helmets seized from damage or death.”
Stepp were tested to see if they satisfied Stepp will be sentenced by U.S. Dis-
Consumer Product Safety Commission trict Court Judge Claria Horn Boom in
safety standards. Louisville on Sept. 10.

Trek and Make Him Smile agree to settle Farley trademark lawsuit
By Steve Frothingham
MADISON, Wis. — Trek Bicycle Corporation and Make
Him Smile Inc. have agreed to settle their lawsuit over
Trek’s use of the name Farley for one of its fat bike models.
Make Him Smile filed suit against Trek in a Los An-
geles court last September, saying that it owned rights to
the late actor Chris Farley’s intellectual property and that
Trek had capitalized on the trademark without permis-
sion. Make Him Smile’s president is Kevin Farley, Chris
Farley’s brother.
BRAIN emailed Trek’s spokesman and Make Him
Smile’s law firm but had not received a response by press
time for this issue. Trek spokesman Eric Bjorling told the
Wisconsin State Journal that terms of the settlement were
confidential and that Trek planned to continue market-
ing Farley-branded bikes.
Chris Farley died in 1997. The lawsuit had noted that
“groundless,” and said the company was surprised by the
Trek’s spokesman told a Wisconsin newspaper that
the company plans to continue marketing Farley-
branded bikes.
Trek Bicycle Corp. CEO John Burke lives in the same Wis-
consin community — the Village of Maple Bluff, adjacent
to Madison — where Farley was born. The suit claimed
the Farley and Burke families socialized and attended the
same country club.
The suit also alleged that a 2013 recall of Farley bikes
damaged and devalued the Farley name.
At the time it was filed, Trek’s Bjorling called the suit
suit because the company was in discussions with the
Farley family to resolve their concerns.
“Trek has never used Chris Farley’s likeness, image
or endorsement in connection to its Farley line of bikes,”
Bjorling said at the time.
On June 1, the case was moved from Los Angeles to
the Western District of Wisconsin Court. Trek’s attorney
notified that Wisconsin court of a settlement agreement
on June 6.

Tri franchisers combine as Playtri acquires Endurance House

With 12 stores in nine states, Endurance House
was purchased by fellow triathlon retail fran-
chiser Playtri in June.
DALLAS — Playtri Franchising LLC, a Dallas-based retailer
and franchiser, has acquired Endurance House International
LLC, a Madison, Wisconsin-based franchiser.
Playtri was launched as a coaching company in 2000 and
later opened five stores in the Dallas area. It announced in
January 2017 that it was selling franchises, and the first fran-
chise opened in May last year in North Fort Worth, Texas.
There are now seven locations total.
Endurance House was founded in 2006 and began fran-
chising in 2012. Today Endurance House operates 12 stores
in nine states, with an additional location opening soon.
Two of its franchise locations closed this spring — one in
Florida and one in Southern California. Endurance House
founders Jamie and Tara Osborn will remain with the Play-
tri leadership team.
Playtri said the acquisition “will combine two power-
houses in the world of triathlon retailing into the largest
chain of triathlon-focused retail locations in the nation, with
18 locations in nine states.”
Playtri’s founders are the husband-and-wife team of
Ahmed Zaher and Staci Brode. Zaher is a former member
of the Egyptian Olympic swim team and eight-time Hawaii
Ironman finisher. Trained as a mechanical engineer, Zaher
has extensive experience as a Shell and Exxon franchisee.
Brode holds a marketing and business degree from the Uni-
versity of Texas at Austin.
The CEO of Playtri Franchising is Stephan Brown, an
experienced senior executive in the consumer products in-
dustry. Brown has competed as an age group triathlete for 32
years and owns the Playtri franchise location in Colleyville,
Texas.
“Playtri Franchising LLC plans to actively expand, with
the goal of operating in all 50 U.S. states training and
equipping athletes to reach their fitness goals in the most
well-rounded athletic endeavor ever conceived,” Brown
said.
We Goofed
In the June 15 issue, we reported that Superpedestrian
sells complete bikes with the Copenhagen Wheel pedal-as-
sist hub motor wheel under the Wheel Plus name. Those
bikes are actually sold under the Superpedestrian name.
We regret the error and any confusion it may have
caused.
SALSACYCLES.COM
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peer-to-peer advice, support and perspective can be the some of
the most effective ways to learn and overcome challenges.

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new educational track meant to highlight important topics
impacting you today. Topics include: integrating mobile bike
repair, improving the relationship between service employees and
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September 14th – 20th | Reno Tahoe

 The Northstar Free-Ride Festival, powered by Interbike, is like an
amusement park for cyclists. With a full weekend of activities for the
whole family at one of the most picturesque locations in North America –
Lake Tahoe – this kickoff to Interbike Marketweek is guaranteed to
recharge your batteries and get your show experience off to an amazing
start. The festival begins on the evening of Friday, September 14th and is
packed with mountain bike races, road bike rallies, e-mountain bike
events, demos from premier brands, triathlons, skills clinics, kids’ bike
rodeos and activities, live music, wine tastings, pub crawls and more.

Stay tuned to interbike.com for the full lineup and travel details.
Bring the family or the staff and come help us celebrate our new
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September 14th – 20th | Reno Tahoe interbike.com

10

Acquisitions reveal growth in high-end women’s clothing market

By Steve Frothingham
LOS ANGELES — The growth of high-end women’s
cycling apparel is one of the bright spots in the bike
industry in recent years, with companies large and
small paying more attention to finding the right com-
bination of product, brand and distribution to serve
women enthusiasts seeking better fit, performance
and style in their clothing.
In June, Specialized bought the 4-year-old Ma-
chines for Freedom brand for an undisclosed amount.
The same week, Primal Wear, best known as a maker
of custom cycling event jerseys, bought and revived
the women’s cycling website Team Estrogen and its
Doyenne brand.
Machines for Freedom was founded by Jennifer
Kriske, who said the first time she attended Interbike,
industry insiders said there was no market for high-
end women’s clothing.
“A lot of people tried to explain the industry to
me,” she laughed. “But I think that’s why we’ve been
successful: We look at what the customer needs first.
We’ve stayed active in the riding community instead of listening
to the inside business side of things.”
Kriske eventually found a factory and began developing a
product line and brand that has grown steadily. The $235 En-
durance Bib is one of its top sellers.
Machines for Freedom will stay in Los Angeles and maintain
its own website. Specialized sales reps will offer the line to some
of its dealers, but Kriske said sales growth will be managed to
avoid overwhelming the factories she uses. She said non-Spe-
cialized dealers will still be able to stock the brand and sales will
continue through the brand’s own website and other outlets, in-
cluding Backcountry.com.
While a large percentage of Machines for Freedom’s sales are
online, Kriske said a handful of brick-and-mortar retailers have
learned how to approach the market.
“I want shops to be successful with our products, but there’s
not a magic bullet that brings women in. Sometimes it’s just a
small mental shift that needs to happen — just a 5 or 10 percent
mental shift in how women are talked to and how the sale takes
place,” she said.

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Women’s clothing brand Machines for Freedom was founded

four years ago. Specialized acquired the Los Angeles-based
company last month.

In buying Team Estrogen, Primal Wear has obtained a plat-

form allowing the company to communicate with avid female
cyclists, said Jessica Lozano, the company’s COO. Lozano’s sis-
ter, Shawna Edwards, is the company’s CFO, and she said five
of the company’s seven senior managers are women. Dave Ed-
wards, Jessica and Shawna’s father, co-founded the company in
1992 and remains CEO.
The Team Estrogen website has active forums and previous-
ly sold multiple brands, including Doyenne. Now it will carry
Doyenne exclusively, Lozano said. She said Team Estrogen co-
founder Susan Otcenas will likely remain involved with the site.
Lozano said the site helps Primal Wear better understand the
needs of women cyclists.
“The spirit of Team Estrogen has been to make women feel
empowered. We want to try to take away obstacles to women
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 July 1, 2018 11

Performance doesn’t have to be pricey, PNW Components says

By Toby Hill sales through distributors BTI and J&B Importers. for its upcoming Loam dropper lever, which is com-
It does not sell dealer direct, except to a handful of patible with any mechanically actuated dropper post.
SEATTLE — “Strong, light, cheap — pick two,” the old adage local shops in the Pacific Northwest. “We’ve invested a lot in ensuring the internals are
goes. But how about “Performance, durability, value”? Seattle- “That again is another way we’re able to save cost sealed up with a super nice bearing. Some competi-
based PNW Components maintains consumers can have all — the cost of hiring people to manage those relation- tors use bearings, but some of them are electronics
three with its growing line of parts for mountain, cyclocross ships adds up quickly. So that’s another way the dis- bearings, which don’t hold up over time. So we’ve
and adventure bikes. tributors are able to help us out,” Kerson said. used an outdoor-rated bearing that’s all sealed up. We
Husband-and-wife team Aaron and Emily Kerson launched While PNW has focused strictly on the aftermar- have an injected rubberized material for the thumb
PNW in 2015 — he had been a product developer and manag- ket so far, the company is feeling out OE opportuni- pad, and the whole thing is CNC’d, so it’s a very techie,
er for Specialized, Marin Bikes and Amazon, while she worked ties and will attend Taichung Bike Week in late Sep- precisely made product that’s very light. And lastly it
for Bay Area retail giant Mike’s Bikes and later was in market- tember. Kerson sees strong spec potential particularly has a ton of adjustability,” he said.
ing for Marin Bikes in addition
to her creative pursuits as a free-
lance photographer and graphic
designer.
“We saw a hole in the mar-
ket. We didn’t see a lot of brands
targeting the rider who may not
identify with being the ultra
World Cup racer. There are a lot of
riders who love riding, love get-
ting togther with their buddies on
the bike, but don’t have the inspi-
ration to race,” Aaron Kerson said.
The company began with
dropper posts that Kerson could
get manufactured inexpensively
thanks to the factory relation-
ships he had developed in Tai-
wan through his previous work.
“Through my industry con-
The Rainier internally
tacts we’re able to get some kill- routed dropper post has
er product that’s top-notch. Ev- 125 millimeters of travel
ery large brand that’s out there and comes in 30.9- and
is working with the same facto- 31.6-millimeter diameters.
ries, so we’re unique in that many It retails for $259 includ-
smaller brands wouldn’t have ac- ing lever and cable.
cess to them, but because I’ve
worked with them in the past they’re able to work with me di-
rectly without going through a trading company,” he said.
From droppers, PNW expanded into aluminum mountain
bars and stems designed completely in-house and manufac-
tured in Taiwan. And the company is continuing to develop
other touch-point parts — grips, pedals and saddles are up next.
But droppers are still PNW’s bread-and-butter product, in-
cluding strong sales of 27.2-millimeter posts for gravel and ’cross
bikes as well as the entry-price-point Cascade externally routed
mountain post, priced at $229.
“It is an absolute workhorse,” Kerson said of the Cascade.
“Ride in crappy weather all you want, it just keeps working. And
what I love about that product is that the rider group is super di-
verse — everyone from someone who pulled their bike out of
their garage and wants to get up to speed with modern trends,
to college students who want an affordable product, to everyday
singletrack riders.”
In addition to leveraging its direct factory relationships, PNW
passes along further savings to customers by running a lean op-
eration of five employees working from their homes, saving the
cost of maintaining an office. Rather than engaging in costly
World Cup team sponsorship and print advertising, the compa-
ny relies on grass-roots marketing through social media, brand
ambassadors including Ibis Cycles rider and YouTube star Jeff
Kendall-Weed, and consumer and media reviews.
“Sponsorship is great for product development, but we’re con-
fident that the way we’ve been targeting customers is the best
way for us, because we’re focused on super high-quality prod-
uct at low prices. We try to get great reviews on the product that
customers see, get the shops involved and then start telling their
friends and we get the word-of-mouth going. That’s what’s been
working really well for us,” Kerson said.
In the U.S., PNW’s business is split about evenly between
consumer-direct sales on its website and Amazon and dealer
12 S TAT E O F
RETAIL
Does your store have a social media presence? Do
you have different strategies for each platform?
White Center, Washington
Aaron Goss, owner, Aaron’s Bicycle Repair
We use Facebook and Instagram. Frankly, they
are tiring. It takes too much time to keep them
up to date. Most people we feel are not that into
it. Seems like the same “followers” seem to com-
ment. We do try to post something interesting
at least every few weeks. We used to send out a
monthly e-newsletter but have stopped that too
because we are so busy working in the shop.
San Francisco, California
Karen Wiener, co-owner, The New Wheel
The main platforms we use are Instagram, Twitter
and Facebook, and the goal is to always com-
municate what we do rather than use it as a hook
to get people to come into our stores. We want
to give context for our stores and use marketing
to tell stories about where we are going, not to
promote what we are going to do so that when
people do come in, they know what is going to
go down. My husband Brett and I tried handing
our social media off to someone else, but we
realized our voices are really important in it, so
we’ve taken it back into our court.
Las Vegas, Nevada
Barry Winter, co-owner, Giant Las Vegas
Our store is active on Facebook, Twitter and Ins-
tagram. Giant provides social media guidance and
we recently hired an employee who owns a social
media consulting business. He spends an hour a
day working on our messaging. We use Facebook
to advertise specials and pass along information.
Instagram and Twitter are used to tell a story and
develop loyalty to the brand and our store.
Park City, Utah
Andre Shoumatoff, president,
Park City Bike Demos
Our shop is 3 years old and is partly owned by
an internet agency, so we’re designed around a
social media plus omnichannel platform that has
cost us hundreds of thousands in investment,
plus a dedicated employee who produces web
content when he’s not working directly on social
media. The results have been astronomical in this
hugely competitive market, and it’s part of our
special sauce. We just have an online swagger
about us that translates into growth, revenue and
overall success that other shops don’t see.
St. Paul, Minnesota
Benita Warns, owner,
Mr. Michael Recycles Bicycles
We have a Facebook page with more than 1,500
followers. I post several times a week. I also post to
about six local Facebook pages, as well as a page
called Support Neighborhood Business. There are
also several bicycle marketplace pages that serve
the Twin Cities area, and I’ll post bicycles for sale
that are of interest to those who follow those pag-
es. Use of social media has helped greatly increase
our repair business as well as sell more bicycles,
keeping us on track for year-over-year growth in
shop income. Social media is free or really cheap to
use. You just have to invest your time.
New Orleans, Louisiana
Marin Tockman, owner, Dashing Bicycles
We opened almost five years ago during the rise of
business-oriented social media platforms. I believe
if it wasn’t for these platforms we wouldn’t have
the reach we have today. We mostly use Instagram
and Facebook, and I think picking and choosing
platforms that are easy to use and hands-off are
best for us to promote our products, events and
general community messages. I also am still a
believer in good old-fashioned email newsletters
to engage a community of regular customers and
followers who may not use social media and keep
them interested in all we have going on.
Cary, North Carolina
Peter Cusden, co-owner, All-Star Bike Shop
We use Facebook and Instagram, but I must be
honest: I am not a fan of social media. There is
too much content with no bearing on my life and
what I do on a daily basis. Sometimes things that
you may be interested in get lost in the sea of
stuff. I find promos, rides, etc. are better suited to
post on our website, and we get more response
from that than anything. We also have an active
shopping cart on our website, so we see more
from that than from social media. I believe in
quality over quantity, so when we do post, it
must be worth posting.
Bound Brook, New Jersey
Marc Cianfrone, owner, Pop’s Bike Shop
We do a lot of social media posting and advertis-
ing. Facebook, Twitter, Instagram and whatever
else the younguns that work here tell me is hot,
we are on! We try to mix up the posts on each
platform each time to keep it fresh and not have
it seem “spammy.”
Pittsburgh, Pennsylvania,
Mark Bedel, sales manager/master bike fitter,
Pro Bike + Run
We recently created a new full-time community
outreach and marketing position. Facebook
and Instagram have been largely used to create
community, schedule rides and runs, as well
as notify our base about events. We aren’t cur-
rently using social media for product sales, and
only occasionally for seasonal promotions. Our
website has been our go-to tool for price reduc-
tions and specials for bikes, but we haven’t yet
found a way to cost-effectively integrate a simi-
lar platform for our run side. The SmartEtailing
site we’ve been using sees much click-through
activity and has converted well into floor traffic
and sales.
Dieppe, New Brunswick, Canada
Rick Snyder, president/CEO, Mike’s Bike Shop
We are invested heavily in Facebook, and slightly
less so on Instagram and Twitter. We have many
staff who are able to post to all platforms, so we
get many different “feels” to our social media.
We pay to boost important posts like sales and
events, but also try to have lots of fun, non-
promotional posts. We also try to keep a regular
posting schedule for consistency.
 R E TA I L
BRIEFS
Maryland store gains
space in relocation
EDGEWATER, Md. — Parvilla Cycles recently
moved to a larger location it purchased in
Edgewater, Maryland. The 7-year-old store moved
only a short distance but increased its space from
nearly 4,000 square feet to just over 6,000, and
expanded its fitting studio. Stu Waring and Iain
Banks opened Parvilla Cycles in 2011, and that
partnership remains today. “Moving to a larger
location enabled us to purchase our own build-
ing, build out the store in a customer-friendly
layout and ultimately be part of a greater com-
munity in the South River Colony Main Street,”
owner and store manager Sarah Banks said.
Waring, who is also the retailer’s head bike fitter,
oversaw the build-out. With fitting and custom
bikes a mainstay of the store, a dedicated space
for bike fit was needed. “With the building only
being 13 years old, it was primarily an interior
build-out. But having an architectural background,
I knew how we wanted to design the space to
incorporate our dedicated fitting studio as well as
the retail area,” Waring said. The new location is
about a half-mile from the shop’s former building
in Edgewater, just south of Annapolis. Parvilla
Cycles carries Specialized, Felt, Parlee, Alchemy
and Mosaic, and the retailer hired three additional
part-time employees after the move.
Central Oregon retailer
moves to new building
BEND, Ore. — After doing business for 18 years
in its former space, Webcyclery has moved to
a new location five blocks away. Owner Kevin
Gorman purchased the 5,400-square-foot stand-
alone building, a historic church built in 1912.
“The building burned down in the 1980s, and the
interior was redone. They saved the stained-
glass windows, gave it a new roof and beams,”
Gorman said. “The previous owner had used
it as a concert venue so I only had to paint and
build some cabinets. It has a parking lot, which
is key. The building is technically bigger by a few
hundred feet, but I feel like I ran out of space real
quick.” Gorman started Webcyclery 20 years ago
in his garage, making a name for the business
by being one of the first to sell custom Timbuk2
messenger bags online. “We sold any colors you
wanted. For two guys in their apartment, we
were outselling REI at one point,” he said. “It was
95 percent of our business for a while.” Today,
Webcyclery has a staff of 15 and sells bikes from
Salsa, Scott, Niner, Co-Motion and Moots. It also
specializes in trials bikes, which it sells mostly
online, and stocks nordic skis. The new building
came equipped with a kegerator setup with six
taps, so Gorman said he plans to serve beer in
the near future.
Boston-area shop hosts
women’s repair clinic
SHERBORN, Mass. — Retailer Steve the Bike Guy
Velo Studio hosted more than 15 women for the
first STBG Women Who Wrench Clinic at Unity
Farm in Sherborn, Massachusetts in May.
Led by Andrea Smith, a mechanic on the USA
Cycling Pro Road Tour, and Steve Brandt, owner
July 1, 2018 13
of the Velo Studio, which he opened in 2015,
and USA Cycling Certified Race Mechanic, the
three-hour hands-on session covered basic bike
mechanics including how to evaluate and care
for a bike and how to make adjustments when
things aren’t working correctly. “Knowledge is
power. One way to encourage more women to
ride bikes is to help them understand how to take
care of their equipment, and what to do in case of
emergency,” said event organizer and Velo Studio
marketing manager Kristin Brandt. “While we
just scratched the surface during this clinic, we
hope each attendee left feeling more informed,
prepared and empowered to take on whatever
comes their way.” Profits from the STBG Women
Who Wrench Clinic will be donated to Unity Farm,
a nonprofit providing rehabilitation and perma-
nent housing for distressed farm animals, and
Little Bellas, a mountain bike organization with
the goal is to help young women realize their
potential through cycling.
Pedego opens 6 new
e-bike stores in Canada
FOUNTAIN VALLEY, Calif. — Pedego Electric
Bikes has opened six new stores across Canada,
bringing the total number of Canadian Pedego
stores to eight and the total worldwide to 132.
The new Canadian stores are located in Calgary,
Kawartha Lakes, Vancouver, Prince Edward
County, Hamilton and Oyama. They join previ-
ously opened Canadian stores in Qualicum Beach
and Victoria, both of which opened in 2014. “We
are delighted to be increasing the availability of
Pedego electric bikes with six new stores, making
Pedego the fastest-growing electric bike brand in KNOWLEDGE IS
POWER
Canada,” said Mike Clyde, owner of the Pedego
distribution center for Canada, located in Nelson,
British Columbia. “Our new store owners share a
passion for Pedego electric bikes, and they love
For over 100 years, the BPSA has focused on the needs
helping Canadians reconnect with the fun of bike
riding.” of the bicycle industry through its Legal and Legislative
monitoring, its commitment to Safety, and by providing
Motion Makers opens its valuable Statistics. We’ve added a fourth cornerstone to
3rd North Carolina store our work by expanding our Education platforms to help
inform and grow our industry.
CHEROKEE, N.C. — Motion Makers Bicycle Shop,
with stores in Asheville and Sylva, North Carolina,
The Bicycle Leadership Conference, the new Charged
has opened a third location in Cherokee. Owner
Kent Cranford had announced plans to open the Up e-bike training videos, the Supplier Seminar Series
new store in April. Motion Makers shares the at Interbike and our funding of innovative education
space with outdoor retailer Outdoor 76, which programs through the NBDA and other industry groups
Rob Gasbarro opened in Franklin, North Carolina demonstrates our commitment to build a more secure
in 2010. “Cherokee has slowly evolved into an future for our industry. Knowledge is Power!
outdoor gateway for the Smoky Mountains,”
Cranford said. “We are excited to offer bikes
and gear for the adventures that are literally
steps from our front door.” Outdoor 76 provides
specialty outdoor hard goods and apparel for a
variety of outdoor pursuits.“It’s hard to put into
words how excited we are to be a part of such
a comprehensive shop where enthusiasts can
talk to experts about multiple outdoor activities
— not to mention in Cherokee, a community
that loves these mountains the same way we
do,” Gasbarro said. The shop is located in a
3,800-square-foot historic colonial house. Motion
Makers occupies the 2,000-square-foot ground For information on how to join, visit bpsa.org, contact
floor and Outdoor 76 is located upstairs. Motion Ray Keener at ray@bpsa.org or call us at 303 442-2466
Makers carries Specialized, Moots and Surly.
14
EUROBIKE SPECIAL EDITION

Portugal chain factory a vital link in SRAM’s drivetrain business

By Val Vanderpool manufacturer.
“At the time we only had a small hand-
COIMBRA, Portugal — Rolls of raw steel ful of SKUs. Life was simple, but we were
feed dozens of machines that cut, stamp, excited about what it [the acquisition]
heat treat, nickel plate and stitch together meant. We had the challenge of integrat-
the more than 450 pieces that make up a ing a crazy German culture with a crazy
single bicycle chain. American culture. The main manufactur-
In any given week, SRAM’s chain ing campus included 40 or 50 buildings
factory in central Portugal uses at least with bicycle manufacturing spread out
110,000 pounds of raw materials, and in among those. We had to extract it from
one year has the capacity to produce 7 mil- the rest of the division, and we moved it
lion meters of chain. across the river,” Day said. “We got the fac-
“If you took apart the chain, which you tory in Coimbra in the deal, so we trans-
can’t, you would find 114 links in each ferred the equipment from the chain fac-
chain. In one end go the rolls of steel and tory in France to Portugal and expanded
out come the 450 pieces linked together our chain portfolio.”
to drive the bicycle,” said Stan Day, co- Following SRAM’s acquisition of
founder and CEO of SRAM. “Consider- Sachs, the Chicago-based company also
ing the torque that gets put on a chain and went on to purchase RockShox, Avid, Tru-
how it bends around the sprockets, it’s a vativ, Zipp and Quarq.
pretty remarkable component that doesn’t
get its just due.” Linking it all together
SRAM began manufacturing its own Along the banks of the Mondego River
chains following the acquisition of the lies the important cultural and econom-
ic center of Coimbra, a small city
known for its unique style of Fado
music and home to the Univer-
sity of Coimbra, one of Europe’s
oldest. For the past 50 years, the
65,000-square-foot factory locat-
ed a few miles north of the city has
fabricated bicycle chain from raw
metal, first for Peugeot and, later,
automobile timing chains for Se-
dis, which was ultimately acquired
by Sachs. Today the factory makes
only SRAM bike chains.
“We have 150 employees work-
All components of the chain are heat treated In Ripoche furnaces for greater durability.
ing three shifts a day,” said Isabel
Gomes, general manager of SRAM
Photos by Adrian Marcoux — SRAM LLC 2018

Portugal. “We are producing all

types of chain you can imagine,
from 1-speed to 12-speed chain,
which right now is what we make
the most of. But we’re also seeing
more demand for our e-bike chain,
in both aftermarket and OE sales.”
Raw materials to be turned
into the pins, rollers and plates
that make up the anatomy of a
chain come from Germany and
Isabel Gomes is the general manager of SRAM Switzerland. All but some hollow
Portugal, and has been with the company since pins used on higher-end chains,
SRAM acquired Sachs’ bicycle division in 1997. which are made in Switzerland,
Gomes worked for Sachs prior to the acquisition. are made in Coimbra. The fac-
tory also doesn’t do the gold and
bicycle division of Sachs, an automotive black titanium coating on SRAM’s Eagle
parts manufacturer based in Schweinfurt, XX1 chain.
Germany, in 1997, that also owned the fac- Plates are stamped out of huge sheets
tory in Portugal. of steel, and pins and rollers are cut from
After five strong growth years due steel tubing fed into another machine mil-
mostly to the success of its GripShift prod- limeters at a time off of large spools.
uct, Day said SRAM was ready to expand Many of the factory’s machines, in-
into other components. Sachs’ bicycle di- cluding the heat-treating furnaces, have
vision had a strong engineering depart- been in use for decades but are now au-
ment, the know-how for fabricating met- tomated and computerized. Each chain
al components and an already successful component is heat and chemical treated
internal gear hub product line. It also at varying temperatures to make it more
owned chain factories in France and Por- durable, then polished before being placed
tugal. The acquisition was SRAM’s first, in bins and carted to the assembly area.
Rolls of raw metal feed machines to produce the parts of a chain, including the pins
and an important step on the company’s There, the individual polished compo- and rollers.
path to becoming a complete component nents are fed into machines that assemble

them into a recognizable form, spitting
out kilometers’ worth of finished chain
per day.
The chain is then fed through more
machines for pre-tension and other tests
to detect any possible defects. Applica-
tion of factory lube is the final step be-
fore packaging. Depending on its final
destination, the chain is either cut to
length and packaged in individual box-
es for retail sale or coiled onto rolls to be
shipped to OEM suppliers.
Besides making chain, the factory
also assembles Zipp hubs and wheels.
Zipp rims are produced at SRAM’s facil-
ity in Indianapolis and shipped to Co-
imbra, where as many as 14 employees
lace and build them up on hubs also as-
sembled there from parts made in Por-
tugal, Spain and Germany. SRAM has
a partnership with Hutchinson for its
Zipp tires, which are shipped to distribu-
tors from Coimbra. SRAM Portugal also
serves as a Zipp warranty service center
for Europe.
More than manufacturing
Four years ago, SRAM expanded its Co-
imbra facility with a new three-story of-
fice building adjacent to the factory. It
houses administrative staff, engineers and
testing and quality control labs. Flags fly
high above the building to signify SRAM’s
ISO Quality and Environmental certifi-
cation. SRAM was the first company in
Portugal to obtain the ISO 9001:2015 cer-
tification, which sets requirements for
quality environmental management sys-
tems to help businesses be more efficient
and improve customer satisfaction.
While some third-party testing is
done off-site, SRAM Portugal is equipped
to run dozens of tests in its labs, includ-
Continued from cover
Eurobike
ing list of companies looking to get into
the Messe Friedrichshafen. New exhibi-
tors this year include Kona, for exam-
ple, which is coming back after several
years of sitting out the event. The com-
pany plans to show off its new e-bike of-
ferings to European retailers. Eurobike
will also feature some new brands, like
Rubber Kinetics, the U.S.-based compa-
ny that is introducing Goodyear tires to
the bike shop market.
U.S. brands say, regardless of timing,
Eurobike remains the best place to meet
with their global distributors — especial-
ly European distributors, of course. (The
Taipei Cycle Show remains the show to
conveniently meet with Southern Hemi-
sphere and Asian distributors.)
“It saves us a lot of 14-hour flights,”
said Jake Pantone, Enve’s vice presi-
dent of product and consumer experi-
ence. “Whether we are shopping for a
new distributor or doing maintenance
with a current one, there is that kind of
efficiency there.”
July 1, 2018 15
EUROBIKE SPECIAL EDITION
ing fatigue, tensile strength,
metallurgical analysis and
wheel testing. A staff of
four is responsible for per-
forming the tests.
“We do more than just
chain-specific testing here.
And of course, like most
companies, we have cre-
ated and developed tests
based on our knowledge,”
said Pedro Santos, de-
sign engineer manager for
drivetrains at SRAM Por-
tugal. “We have over 20 of
our own tests, and we’re
building on that. We have
several test machines for
wheels, and because they
are built here, it’s really fast
to also test the rims and
hubs here.”
From a product devel-
opment standpoint, SRAM
Portugal works closely with Inner and outer chain plates are stamped from sheets of raw metal.
the company’s other facili-
ties in Taiwan, Germany and the U.S. “There continues to be growth in bi- from Portugal’s Atlantic ports.
“Since SRAM started into the road cycle manufacturing in Europe, so being “We’re not in the center of Europe like
business with Red and Force, those were close is constructive,” Day said. “But an- Brussels, but our shipping times to Eu-
the first projects where we worked with other reason I like manufacturing in Eu- rope are fast. It’s about 24 hours to ship
people all over the world who develop rope and other places is that each culture to Spain, around 48 to France and three
the cassettes, chainrings and derailleurs,” has a different approach to how they do days to Germany,” Gomes said. “I would
Santos said. “With a drivetrain there is business. We get to look at best practic- say in three to four days, you can get
more involvement because each compo- es and mix and match around the world. goods to all of Europe.”
nent is dependent on the others, so you We’ve grown product development or- But Day said it’s Portugal’s infrastruc-
work closely with colleagues from other ganically and kept the location of our ac- ture and heritage in manufacturing that
design departments on the development quired companies, and we’re stronger for make the country a great place to oper-
of the complete groupset.” it.” ate a factory.
Portugal remains an affordable place “Portugal has a terrific manufactur-
European advantage to operate, with a labor rate that is less ing mentality. It is always continuously
Manufacturing in Portugal has its advan- expensive than most of Europe. And, improving and developing really strong
tages, including being close to SRAM’s although it’s located at the far Western technologies, so it goes way beyond cost,”
European customer base. reaches of the continent, it’s easy to ship he said.
Pantone said Eurobike also remains hundreds of attending journalists, that its outdoor demo. The combination re-
a place to see new products and trends many companies have planned launches turned the show’s focus to manufactur-
in person. there, if only judged by the hush-hush ers and distributors, the show’s Klaus
“For my part on a product develop- invitations filling up BRAIN staffers’ in- Wellmann said soon after the new dates
ment and strategy side, to be able to see boxes in the weeks before the show. were announced last year.
trends in one place and in person is valu- Many companies profess to intro- “We are giving the original function
able. You see a product then find your- duce new products only when they are of Eurobike back to the manufacturers
self talking to a product manager or an ready, not on a model year cycle, and Eu- and importers: namely the first publica-
tion of the new collection and the associ-
ated exchange with trading partners for
“For my part on a product development and strategy side, to be seasonal planning,” he said.
The show also is increasingly focus-
able to see trends in one place and in person is valuable. You ing on e-bikes and e-mobility products
and services, said Eurobike’s Stefan Re-
see a product then find yourself talking to a product manager isinger.
“The bicycle market is changing
or an engineer and having a conversation you would otherwise very dynamically,” Reisinger said. “On
the one hand, the e-bike boom is gen-
never have, if you just saw the product launch online.” erating record revenues for many mar-
— Jake Pantone, Enve’s vice president of product and consumer experience ket players, but also considerable shifts
in market structures. With the changed
concept for the show and a clear focus
engineer and having a conversation you robike’s new date offers one more spot on trade visitors and e-mobility top-
would otherwise never have, if you just on the calendar to align with the devel- ics, we are addressing these changes in
saw the product launch online.” opment cycle, along with earlier-season the bike and e-bike market. The strong
Besides the road products launched events like Sea Otter as well as the fall positive reception from established as
at the Tour, July might be an unusual shows. well as new market players shows us
time to introduce new products. But Eu- Besides the date shift, Eurobike this that we are on the right track with this
robike remains enough of a stage, with year eliminated its consumer day and concept.”
16
EUROBIKE SPECIAL EDITION
Continued from cover

Miranda
lead times of 35 days, but we can do shorter,” said João
Filipe Miranda, marketing manager at Miranda. He’s the
grandson of founder Amilcar Miranda and son of current
CEO João Carlos Miranda. Three of Miranda’s cousins
also work at the company.

From start to finish

At Miranda’s factory, which sits among rolling green hills
dotted with a mix of agricultural and industrial devel-
opments, more than 220 employees work to produce
mainly drivetrain components. Everything from design-
ing, molding, heat treating, sandblasting, CNC machin-
ing, painting, finishing and adding decals is done at the
factory. Just about the only thing Miranda doesn’t do is
anodizing, which is handled nearby.
Much of Miranda’s business is OEM sales. The long
list of components Miranda manufactures includes drop- Childhood friends Joao Miranda (right), marketing man- Miranda makes mostly drivetrain components for sup-
outs, fork crowns, cranksets, chainrings, titanium and ager, and Agnelo Canas, sales manager, have worked for pliers. Its e-bike business has grown substantially the
aluminum spindles, brake levers and bearing casings. It Miranda together for the past decade. past couple of years.
produces nine shapes of cranks that can be personalized,
ranging from 150 to 175 millimeters in length so that Besides drivetrain components and e-bike frame cov- worst job to have ideas and then have to try to make it
suppliers can choose the best option for the size of the ers, Miranda also makes plastic reflectors, utilizing ultra- happen, but he loves it and is constantly producing and
bike. It also offers custom color finishes for its crankarms. sonic welding technology. promoting new product.”
Miranda is one of the few companies that uses tita- “Every country has a different norm for each reflec- The company has 3D printers for prototyping, which
nium for components like chainrings. tor, and molds cost a lot of money but we do have a lot of saves time and money. It conducts a host of tests on-site,
“I think we might be the only company to work with good mold makers nearby,” Miranda said. “Our reflec- and also uses a third-party testing facility.
this material. We don’t produce too much of it for the final tors are precise and good quality.” Miranda’s road, downhill and enduro teams field test
customer, but some pro riders like it,” Miranda said. “So In recent years, Miranda has launched products tai- many of its designs on race courses around the world.
we do use it because we have experience making spindles lored specifically for the aftermarket. Miranda’s XMOD In the future, the company will also have a fleet of bikes
with titanium. We work with a harder titanium so it’s very crankset was designed to make it easy for the consumer and e-bikes at its factory so that workers can try out the
stiff. Frame-grade titanium is three times softer. But it’s to swap out front chainrings without removing the cran- products they are making.
expensive to use and takes more tooling and more time.” karms. Miranda’s newly formed enduro and downhill In recent years, Miranda has patented more of its de-
Miranda also makes plastic brake levers, mostly for racing teams helped test the XMOD crankset, which re- signs to stave off counterfeiting.
the kids’ market. While the company’s plastics business cently won a Design & Innovation Award. “We develop all of our products internally, and we
is small, Miranda said the factory delivers quickly and “The parts are interchangeable spiders and various felt the need to patent some because usually we launch
controls all the processes. It fabricates and maintains all spindles. If someone has a road bike but wants to change a product and the year after we go to Taipei and see our
of its other molds on-site, which Miranda said is another gearing for cyclocross, then they just need to change the design,” Miranda said. “So we have to do more patenting
way the company can retain control over its production. spindle,” said Agnelo Canas, sales manager for Miranda. to prevent copying.”
“We have tool shops in the factory, and we make all “Normally if a rider wants to change, a dealer has to do it. Miranda ships most of its goods to OEMs in Taiwan and
Our system is completely different because you can eas- very little to the U.S. directly because of costs, but it ships
ily change the chainring without taking off the crankset. directly to European manufacturers from Portugal. Agnelo
It’s one of the lightest cranksets on the market, and ideal said customer support is a priority for Miranda, and part
for racers who want to train on a specific chainring and of his job is to solve any problems before they get too big.
then switch to a race ring, or change from aluminum to “We support our customers at every point in the pro-
carbon cranks very easily.” cess. We try to solve problems in one or two days rather
Miranda has also recently developed its own chain than delaying,” he said. “We react immediately and catch
retention technology. With an asymmetric hook design, a flight right away so we are there. I think being close with
the chainring’s teeth, which are also designed to be taller the customer is one of the reasons Miranda is growing.
to engage the chain sooner, catches the chain’s rollers and They feel that support in every stage.”
keeps them in place and helps prevent chain slap.
The long view
Continuous innovation Miranda has continuously invested in its own facility and
João Filipe Miranda worked on and off at his family’s technologies over the years, and in 2015, along with fel-
company throughout high school and college and re- low parts makers Rodi and Ciclo Fapril, Miranda became
turned to work full time almost a decade ago. a stakeholder in aluminum frame company Triangles.
Agnelo and Miranda are childhood friends who grew The Portuguese company aims to ultimately produce a
up together. They work side by side at the company, run- half-million frames a year, and those frames will need
In recent years, Miranda has seen increasing demand ning its sales and marketing departments. The two have components.
for plastic motor covers and kick plates for e-bike an almost brotherly rapport, which suits this family- Miranda isn’t quite operating at capacity, but in order
frames. owned company. to expand or diversify production, it will need more space.
“We have been working more or less in the same office The company recently purchased an empty lot adjacent
of our molds except the injection molds,” he said. “We since 2009. Before I finished my master’s degree, João’s fa- to its factory and will construct a new building and add
don’t depend on external factors. If something happens, ther came to me and asked if I wanted to work with them,” more car and bike parking. Construction should start
we have backups.” Agnelo said. “I had been into bicycles but stopped riding sometime this year.
In 2017, Miranda began catering to the burgeon- 11 years earlier after getting into a huge crash. But I did “It will take about one year to complete. We’ll move
ing e-bike market, working with companies like Ghost, buy a bicycle a couple of years ago.” our quality department to the upper level of the new
Haibike and Trek to supply parts for bikes imported into “But he never rides it, it’s almost an exhibition bicycle,” building, giving it more space, and have a two-story
the United States. Miranda supplies OEMs with plastic Miranda added, laughing. factory,” Miranda said. “We need to increase our space,
kick plates and battery and motor covers made and paint- Miranda is also involved in product development, and we’ll organize our flow. The layout will be clean,
ed to match frames. It already had the injection molding and Agnelo said most new concepts come from Miranda. and the new areas will represent how we are growing
technology, so adding these products to its repertoire “He is the idea guy, and he pushes to make it,” Agnelo and how we intend to grow in the future. It needs to be
wasn’t much of a stretch. said. “Most new products come from João. I think it’s the step by step.”
 July 1, 2018 17
EUROBIKE SPECIAL EDITION

Portugal Bike Value project supports a growing cycling industry

By Val Vanderpool trade association, Portugal ranks third af- manufacturers in Portugal, and hosts a road its goal of producing 3.5 million bikes per
ÁGUEDA, Portugal — Portugal has pro- ter Germany and Italy in terms of bicycle cycling stage race each year in early June. year, and the components that go on them,
duced bicycles and components since the production in Europe at the end of 2016. Five years ago, ABIMOTA launched by 2020, it must attract new investments.
1930s, but production waned for a time as Ribeiro attributes much of that growth Portugal Bike Value, a project that pro- “There is an investment incentive
manufacturing moved to Asia in the 1990s to the mobility segment, which includes e- motes the country’s industry and works program in Portugal that will go through
and early 2000s. But some companies stayed, bikes. He said that increasing demand in with Portuguese companies to find new 2020. We’re already negotiating another
and over the past five years the Portuguese the U.S. and Europe has given Portugal’s opportunities. It also works to bring new one to go beyond that,” Ribeiro said. “For
bike industry has begun to thrive again. industry a boost. Many Portuguese compa- companies to Portugal. For the European companies wanting to set up in Portugal,
“The industry got small for some years nies, including Miranda, manufacture OEM bike industry, manufacturing in Portugal there are more than just tax breaks. A per-
but has started growing again. It really components for a number of e-bike brands. allows for greater supply chain flexibility, centage of the investment can be subsi-
started around 2013,” said Sergio Ribeiro ABIMOTA was established in 1975. The with a two- to three-week lead time for dized by this program. If you fulfill your
of ABIMOTA, Portugal’s two-wheel indus- group’s original members were companies many products made there. objectives of employment and profits, you
try trade association. “More companies are involved in the manufacturing and assem- Companies wanting to expand in Por- may only have to pay back part of it. There
coming to manufacture and the companies bly of bikes, mopeds, motorcycles and re- tugal or move production there can re- is an 8-year payback time.”
that were already here are producing more.” lated accessories and components. Today, ceive financial support, including lower- Cycling participation is also on the
Most of the bike industry is based in the association has about 80 members that interest loans. The Portugal Bike Value rise in Portugal. Ribeiro said it’s chang-
central Portugal, about 45 miles south of contribute millions of euros each year to project aims to stimulate the production ing mostly in the country’s bigger cities,
Porto and 150 miles north of the coun- Portugal’s economy. Of those, 51 are bicycle of goods and services, increase exports where more people are using bicycles to
try’s capital city of Lisbon. According to and bicycle-related companies. ABIMOTA and continue to develop new manufactur- get around. The Portuguese government
ABIMOTA, Portugal’s two-wheel industry also runs a product testing lab to support ing technologies. If the country is to reach is investing in new infrastructure projects,
including bike lanes and bike share, to im-
Growth of the Portuguese bicycle industry 2012 2013 2014 2015 2016 prove mobility in cities.
“In our urban centers, mobility isn’t
Export value (euros) €175,538,000 €169,933,000 €226,741,000 €240,505,000 €276,613,000 easy when you are using a car, so we are
% change n/a -3% 33% 6% 15% seeing more people using bicycles,” Ri-
beiro said. “It’s both cultural and economi-
Number of companies 46 49 46 50 51
cal. Some regions have a culture of riding
% change n/a 7% -6% 9% 2% to work and school, but it was lost for some
Direct employment: manufacturing jobs 1,248 1,225 1,358 1,592 1,691 time. It’s regaining momentum again.”
ABIMOTA will have a booth at Euro-
% change n/a -2% 11% 17% 6% bike for a second year. It will share a large
Indirect employment: non-manufacturing jobs 28,880 28,497 29,837 32,222 32,881 space with 12 brands, including Miranda,
Rodi, Jasil, Tabor and others, and ABI-
% change n/a -1% 5% 8% 2% MOTA will also promote its Portugal Bike
Source: ABIMOTA (Portugal’s two-wheel industry trade association) Value project.

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Designed for Your Journey
18
Q&A
Upon retirement, Lance Bohlen looks back on 40 years in the industry
By Marc Sani
BURIEN, Wash. — It was a 1966 Cinel-
li Super Corsa spec’d with Nuovo Re-
cord, chrome lugs and Clément Seta silk
tires that caught Lance Bohlen’s eye. For
a 9-year-old, this shiny bauble of a bike
hooked his imagination and now — more
than 50 years later — Bohlen is ending his
cycling career.
At 62 years of age, Bohlen is in a race
with time, medical science and Stage 4
lung cancer. Bohlen is blunt about his
condition — the five-year survival rate
is around 15 percent, and Bohlen’s in his
fifth year.
“It’ll be five years in October,” he said,
“but there have been incredible break-
throughs in cancer research and I’m ben-
efiting from them.” Bohlen is now on his
third generation of a targeted medica-
tion and is doing OK. His newest round
of drugs puts him back on his bike, and
for that he’s grateful. “I actually feel pretty
good, considering,” he said.
Still, it was a sobering moment three
years ago when his oncologist told him to
“get your affairs in order.” But as Bohlen
points out, “a lot of people never get that
luxury.”
While Bohlen officially leaves the in-
dustry this month after a six-year stint as
FSA’s managing director in the U.S. mar-
ket, his career is a record book of quiet
accomplishments — from framebuilder
to product developer to product manag-
er and product director for French retail
chain Decathlon.
And later, while at Specialized, Bohlen
played a key role in persuading Mike Sin-
yard to enter pro racing and to put Spe-
cialized road bikes under riders with the
Festina team.
Bohlen was working for Decathlon in
France when Mark Norris, whom he had
worked with at Rocky Mountain, called.
Norris was then with Specialized. “I liked
it (working at Decathlon). I raced for a
club, things were going well, I met my wife
there, and out of the blue I get a call from
Mark.
“Specialized needed someone in Eu-
rope to work on manufacturing the Globe,
then being made in Italy. It was an incred-
ibly complex bike — almost every part
was custom,” Bohlen said. The Globe was
a true European city bike. It was much
too expensive for the U.S. market, how-
ever, so when Specialized moved produc-
tion to Taiwan, Bohlen moved to Morgan
Hill, California.
Coincidently, Bohlen joined Special-
ized the same day as Bob Margevicius,
now the company’s executive vice presi-
dent. Bohlen knew Margevicius slightly
from racing on the East Coast. “Now he
was my boss. You think you know every-
thing and then you start hanging around
with Bob,” Bohlen said, laughing.
and applied. Pippin Osborn, West Point
Cycles’ then manager and later founder
of Syncros, hired me.
BRAIN: West Point Cycles was an early
force in Vancouver’s mountain bike scene
and the birthplace and original home of
Rocky Mountain, the bicycle company
started by Grayson Bain, Jacob Heilbron
and Sam Mak.
Bohlen: Yes. At the time, 1981 or so, West
Point started a wholesale company and
was importing unpainted Ritchey frames
for Canadian distribution. We would
paint them in any Dupont Imron color
available and kit them up. That gave me an
early exposure to the mountain bike scene.
In 1986 I went to Osaka with Grayson. We
visited several frame factories and then
went to Shimano, Suntour, Tange Seki, Dia
Compe and many other parts makers to
get a feel for the supply chain.
BRAIN: You’ve had many years of
experience in Taiwan. How did that
happen?
Bohlen: A Ferrari mechanic from Germa-
ny, Dirk Janz, on vacation with his family
at Whistler, had rented a Rocky Moun-
tain. He loved it and the sport. On his way
Margevicius recalls Bohlen’s passion ing to work, I had to pull over. I thought to the airport to go home he stopped by
for cycling and road racing in particu- I was having a heart attack. I went to the our office and asked to be our German
lar. “His real passion was road. Lance pi- hospital; they did an X-ray and told me I distributor. Grayson and I looked at each
oneered the Specialized road program. It had what looked like a tumor in my lung. other and said, “Why not?” When he got
was his vision and passion for winning I was never a smoker, but I had been a back to Germany he faxed us an order for
the Tour de France within 10 years that framebuilder for quite a few years. And 1,300 units, which launched Bike Action,
fueled excitement and our road catego- during my time in Taiwan I used to ride a very successful business. We needed
ry,” he said. frequently. The air pollution there is pret- frames and parts in a hurry, and we knew
“Lance was also an amazing worker. He ty bad, so maybe that was a cause. I don’t big brands like Schwinn were going to Tai-
has incredible leadership skills, a positive know. Maybe I was just unlucky. But in wan to source their bikes. On our next
attitude, a courageous spirit, an inquisi- the end, it doesn’t really matter once you trip to Japan we extended it to Taiwan. We
tive mind, a strong heart, an analytical have it. You just have to deal with what began working with A-Pro for our own
brain, a focused eye, a fearless approach to you’ve got. frames and looked at other factories to
business and a disciplined tongue. Above source parts. One of them was Tien Hsien
all, he’s honest, trustworthy, humble and BRAIN: You spent your early career in Industries, the future parent of FSA. At the
he has a clear conscience,” Margevicius Canada. How did that come about? time, it was being run by Douglas Chi-
said. ang’s father. They were making headsets
Bohlen: My family moved to Canada in and bottom brackets. We wanted to do
BRAIN: Before we turn to your career, how 1967 when I was 11. My dad, Jim, and my assembly in Canada, so we would import
did the diagnosis of lung cancer hit you? stepmother, Marie, were Sierra Club activ- parts from Japan and Taiwan, repack the
ists and later co-founders of Greenpeace. bearings and make sure the frames were
Bohlen: The first thing I’d say is make sure They wanted to make sure my stepbrother straight. We were real bike snobs. While
you have health insurance, because you would never be drafted. After a few years working with A-Pro, I fell into a product
never know what may hit you — a ve- I moved back to Philadelphia to live with manager role and because of my frame-
hicle or otherwise. I’m taking a targeted my mom and finish high school. I had building experience I ended up sharing
medication that if you had to purchase it, a scholarship to Temple University, but quite a bit of framebuilding know-how
it would bankrupt anybody in a matter of the pull of the Pacific Northwest was too with them.
months. It’s insane what these drugs cost, strong. I went back to Canada and worked
but I’m so grateful they exist and that I as a bike mechanic and at a variety of odd BRAIN: How is it, then, that you joined the
can get them. I’m fortunate that I have jobs from construction to picking oysters. French retailer Decathlon?
a type of cancer mutation that responds Then I had an epiphany — I went back to
well, so I’ve been able to avoid chemo. I school. While getting a degree in indus- Bohlen: Decathlon was also buying
tell everyone: Listen to your body. For a trial education at the University of British frames from A-Pro and was selling a mil-
while, after a ride, I’d cough a bit and feel Columbia, I had my own repair business lion units a year — good quality but lower
a tightness in my chest. It was so insignifi- and was working while attending classes. price points — pretty much under the ra-
cant, I just ignored it. Now I know those I saw an ad for a bike mechanic at West dar from the conventional bicycle distri-
were warning signs. One day, while driv- Point Cycles, the best bike shop in the area, bution chain. The Decathlon guys would
 July 1, 2018 19

come to A-Pro and see this tall Western guy BRAIN: Kore, founded by BMX champion Bob
working on the shop floor and they later asked Morales in 1988, had been in freefall for some
me if I had ever thought of moving to Europe time. Morales later sold his interest in Kore and a
and bringing a more North American flair to Taiwanese trading company bought it. You later
their product line. Their offices were right out- became an investor in Kore.
side of Roubaix, so my emotions were running
high and I was kind of flattered. They invit- Bohlen: I invested in the brand as an owner
ed me to an interview, offered me a job, and I and Wick Wicklund did sales. The idea was
took it. It was a whole other world for me. New to build up the company and sell it, but in the
country, new culture, and being on the Bel- end the trading company decided they didn’t
gian border, great riding. Decathlon sells ev- want to sell. So when SR Suntour offered me a
erything — wind surfers, skis, apparel — so it job as director of product planning, I went for
really opened my eyes to many other types of it. While there I had the privilege of meeting
manufacturing. It was from there that I went just about every product manager in the global
to Specialized. industry. I did that for a few years until I got
a call from Morgan Nicol that FSA was look-
BRAIN: So how did you convince Mike Sinyard ing for a managing director for its U.S. office.
to put money into pro racing? Wanting to relocate back to North America, I
applied for the job and got it.
Bohlen: When I moved to Morgan Hill in 1995,
Specialized still had a mountain bike compa- BRAIN: Over the years you’ve seen the industry
ny mentality. They weren’t really focused on undergo any number of transitions from
road. I knew from my experience in Europe innovative new products to a dramatic shift in
that if you wanted to do well with that cate- the IBD and how products are sold. What stands
gory you had to get into the Tour de France. out as you look to the future?
The European offices and I lobbied Mike hard
to get a team, and we finally got a budget to Bohlen: I see a new generation, the millenni-
work with in 1999. At that time the Saeco team als, and they are just as excited by the product
was on Cannondales and GT was sponsoring and bicycle culture as I was. Little by little the
the Lotto team with frames. The buzz among industrial culture has also started to change
the teams was that the Americans had a lot of as the new generation takes over. It’s now very
money. Claudio Marra, sales director for Co- common to see people from the bike indus-
lumbus tubing and now vice president of sales try in Asia ride their bikes on the weekends
and marketing for FSA, introduced David Ear- instead of playing golf. Now e-bikes are the
le, our engineer, and myself to the directors new frontier. I was skeptical at first until I rode
of most of the pro teams during a rest day at one and then I started to see the possibilities.
the 1999 Tour. We carried a wooden mock-up There’s a huge amount of R&D and resources
of a TT frame that Robert Egger had carved, going into developing them, and the product
kind of like bait to show them what we could keeps getting better and better. So, who knows
bring to their programs. At the time, Festina what future bikes will look like, but I do feel
was the only team who was seriously interest- IBDs should certainly embrace them.
ed, possibly because other brands had given
them a wide berth after the infamous doping BRAIN: What about the future of IBDs?
scandal of 1998. But Festina, as the Tour’s offi-
cial time keeper, was guaranteed entry in next Bohlen: There’s definitely a trend toward ser-
year’s Tour and that sealed the deal. We had to vice. Bikes are becoming very complex and
scramble to make product, but it paid off. We people need places to have them serviced. I
won a stage with Marcel Wust and ended up think there will always be a certain percent-
with third and fourth place overall with Joseba age of customers who will go to bike shops.
Beloki and Christophe Moreau. They would On the other hand, too many IBDs still have
have been second and third if you discounted that “bike snob” mentality. That has to go
the “win” by Armstrong. It was a dream come away. People now understand that customer
true for me as road product manager, and Spe- service has to be incredible. We’re compet-
cialized became a major player in road bikes. ing with big retailers both physical and vir-
tual with “no questions asked” return poli-
BRAIN: Later you did a stint at Pacific Cycles cies. Successful IBDs need to be prepared to
after Chris Hornung had bought Schwinn/GT out smother their customers with care and atten-
of bankruptcy. But it was a tumultuous time in tion. It’s that personal connection that will
your career and life. keep them coming back.

Bohlen: Pressure on my marriage was pret- BRAIN: Any final thoughts?

ty tough. I was either in Asia or Europe ev-
ery six weeks living what I thought was the Bohlen: I’d like to extend a heartfelt thanks
dream, but my life was falling apart on the and farewell to all the great people in this in-
home front. Let’s be honest, I was selfish and dustry who became like a second family to
thought my career was the most important me. For years I’d see the same people four
thing and wrongly assumed my family would times a year in the same global locations: Tai-
be on board — all predictable consequences. pei Show, Eurobike, Interbike, Taichung Bike
I was recruited by Bob Ippolito and moved to Week. I got to see their careers evolve and
Madison to manage the Schwinn and Mon- their families grow, and share in their per-
goose brands for the IBD market. It was a nice sonal successes and failures. I will miss that
reset for me. When Chris sold Pacific to Dorel, greatly and hope my many friends in the in-
senior management got a nice bonus, which dustry will stay in touch as I transition to this
allowed me time to figure out the next chapter. next phase of my life.
Register today
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 July 1, 2018 21

New York’s Maglia Rosa: Italian heritage, community food culture

By Val Vanderpool parel, which are also sold through the shops’ website,
as well as Assos apparel. The Industry City store also
NEW YORK — Tone it down, make it right and do less but do carries Mission Workshop’s apparel and soft goods.
it better: From its custom bike builds to the way coffee and food At Maglia Rosa Carroll Gardens, custom bike
are prepared, that’s the ethos behind Brooklyn’s Maglia Rosa. sales range from $5,000 up to $20,000 but average
Owner Manuel Mainardi set out to create something unique between $7,000 and $8,000. Maglia Rosa works with
in the New York market when he opened the first Maglia Rosa custom builders Seven, Prague’s Freska and several
location in Brooklyn’s Carroll Gardens neighborhood in 2014. Italian builders, including Sarto, Fabrica Cycles and
“I didn’t want to open just another bike shop. I wanted to be Zullo. Maglia Rosa also offers house-branded frames
the liaison between that are made in Italy.
the customer and the “We have built
custom builder and and sold a few of our Owner Manuel Mainardi opened a second Brook-
be involved in the own brand, mostly lyn store last August. It has a full café and coffee
process of creating, city bikes and we do bar with self-serve repair stands.
whether it’s helping have a small stock of
the customer pick those frames. We of- The majority of the custom bikes Maglia Rosa
between brands, ma- fer a singlespeed ver- sells are performance-oriented, but Mainardi said
terials and the paint. sion that’s fast and he has seen a spike in interest in gravel bikes because
It’s the passionate light,” Mainardi said. of their versatility and ability to handle rough New
part of the business,” “It’s vintage and ex- York streets. He’d also love to sell more mountain
said Mainardi, who tremely elegant to bikes.
grew up in Milan, look at, and a very With high rents and challenges like finding re-
Italy, and moved to fun bike to ride. Pric- liable employees, doing business as a retailer in the
New York about 20 es for custom bikes New York City market can be a struggle. But Mai-
years ago. “I want- aren’t that different, nardi said time, patience and offering exceptional
ed to add something and not much more customer service have worked in Maglia Rosa’s favor.
to it, whether it was expensive in the end. “New York is a particular place, and like every
booze, coffee or food. When you come in business here, it takes a bit for people to discover
Having those things Maglia Rosa’s first location opened in Brooklyn’s Carroll Gardens neigh- with a dream in your you and to believe that you are legit. But we’ve been
together was to try borhood, focusing on custom builds and a small food and beverage menu. head, you’ll spend around a little while now,” he said. “So we believe in
to bring in my Ital- a few extra dollars, offering less in terms of quantity and working on the
ian heritage, and to create a place where it’s comfortable to sit and we encourage people to come in and talk about quality of ingredients, and building a community.
and talk, have a coffee, a beer or a glass of wine and watch a race. what they want and start the process of pre-fitting I’m trying to make whoever comes in happy and feel
To make a bike shop a little broader, a place where you want to and ordering.” they are part of something.”
just enjoy the time.”
Mainardi’s first store focuses on mostly high-end custom
builds and service, and has a small café inside that serves coffee,
drinks and a small selection of food. At 800 square feet, this loca-
tion doesn’t accommodate walk-in service, so appointments are
scheduled online. The shop is staffed by a couple of baristas, a lead
mechanic and Mainardi, who works sales and customer service.
Mainardi, an avid cyclist who previously had a career in fash-
ion photography and production, opened a second Brooklyn lo-
cation about 1½ miles from his first store in August 2017. Located
in an up-and-coming development in an old industrial complex,
Maglia Rosa Industry City is a 2,000-square-foot store with a
larger café and a self-service station for customers to work on
their bikes. There is also a vending machine stocked with tubes,
patches, lube, cables, lights and other essentials, and a selection
of accessories like saddles, helmets, pumps, apparel and other soft
goods, mostly geared toward the commuter. It has a a staff of 10.
“The second store is more of a café with more of a food menu.
With the self-service shop, we’re trying to help the community,”
Mainardi said. “We pride ourselves on that, that we can help
people by letting them hang up their bike and work on it, to get
themselves back home.”
The café was designed by an interior designer who is one of
Mainardi’s close friends from Milan.
“I wanted to try to bring my memories of the 1970s into the
design of the shop, and create the experience of how cafés looked
when I was growing up,” Mainardi said.
The Industry City café serves coffee, European-style breakfast
that includes cornetti, the Italian version of the croissant, pastas,
salads and panini sandwiches — all named after pro Italian cy-
cling heroes like Pantani, Cipollini and Gimondi. Mainardi said
most of the ingredients used are imported from Italy, and an Ital-
ian baker in Brooklyn supplies the bread.
“We try to put our dollars toward proud and smaller producers
and artisans,” he said. “You can taste those ingredients. Like with
bikes, with mass products you lose that flair, that pride and the
communication with someone who is doing something for you.”
Both locations sell Maglia Rosa-branded soft goods and ap-
22 PRODUCT
P I C KS
FIX MANUFACTURING RHINO-RACK
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MISSION WORKSHOP 1 Holland

Irvine, CA 92618
The Mission Workshop Radian travel pack is (949) 951-5003
configured so the entire front panel can zip
open to be packed flat like a suitcase while
SHIMANO shimano.com

retaining a roll-top closure for quick access to The XC5 gravel shoe is available in a special “camo” edition limited to about 1,000 pairs
essential gear. Built with an internal aluminum worldwide. It has the same features as the in-line XC5, including a mini power strap
frame, plush breathable back panel and dimen- shoe lacing system, lightweight and rigid carbon fiber reinforced midsole, a high-traction
sions that fit within most carry-on guidelines, Michelin tread, rubber anti-slip arch outsole pattern, and reinforced spike mounts for
the 42-liter pack is a single-bag solution for ex- extreme conditions. The limited-edition shoe is available exclusively through IBDs.
tended trips. Durable, weatherproof and made Suggested retail: $149.99
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 TRADE July 1, 2018 23

WATCH

U.S. Bicycle Imports Through April 2018 Year to Date

COMMERCE NUMBERS CHINA TAIWAN CANADA ITALY OTHER TOTAL CHANGE % VALUE C.I.F. UNIT VALUE
2016 1,396,545 1,448 1 0 18,773 1,416,767 -102,242 -7% 45,351,031 32.01
KIDS’

2017 1,279,924 1,179 0 1 5,568 1,286,672 -130,095 -9% 41,432,913 32.20

2018 1,422,891 1,945 17 219 10,801 1,435,873 149,201 12% 50,554,828 35.20
2016 850,017 21,040 0 0 12,483 883,540 -324,856 -27% 40,917,194 46.31
20”

2017 895,881 41,735 1 0 10,515 948,132 64,592 7% 40,048,674 42.24

2018 941,918 32,898 170 0 22,434 997,420 49,288 5% 45,790,979 45.90
2016 553,129 3,004 0 0 12,019 568,152 47,479 9% 34,700,957 61.08
24”

2017 459,467 2,375 74 591 6,115 468,622 -99,530 -18% 28,276,877 60.34
2018 400,333 1,411 740 1 12,977 415,462 -53,160 -11% 28,684,739 69.04
2016 1,659,354 22,377 348 11 48,279 1,730,369 -215,235 -11% 199,551,692 115.32
COMFORT
MTN./

2017 1,420,249 51,856 723 14 24,798 1,497,640 -232,729 -13% 190,337,783 127.09
2018 1,485,150 81,794 2,812 2 21,357 1,591,115 93,475 6% 229,940,901 144.51
OTHER 27”/ 700C

2016 523,479 78,402 340 2,673 9,702 614,596 -164,658 -21% 146,859,143 238.95
2017 523,983 63,170 482 663 11,045 599,343 -15,253 -2% 130,699,879 218.07
2018 482,898 56,983 647 144 13,923 554,595 -44,748 -7% 145,425,052 262.21
2016 5,558 4,830 26 59 3,758 14,231 -9,358 -40% 7,411,086 520.77
2017 37,924 1,282 116 149 3,826 43,297 29,066 204% 6,526,754 150.74
2018 105,505 4,726 7 108 584 110,930 67,633 156% 15,005,014 135.26
Totals ‘16 4,988,082 131,101 715 2,743 105,014 5,227,655 -768,870 -13% 474,791,103 90.82
Totals ‘17 4,617,428 161,597 1,396 1,418 61,867 4,843,706 -383,949 -7% 437,322,880 90.29
Totals ‘18 4,838,695 179,757 4,393 474 82,076 5,105,395 261,689 5% 515,401,513 100.95
Difference ‘17/’18 221,267 18,160 2,997 -944 20,209 261,689 78,078,633 10.66
Percentage Change, ‘17/’18 5% 11% 215% -66% 33% 5% 18% 12%

Unit imports rise a modest 5%, but average value up double digits
WASHINGTON, D.C. — Bicycle im- ue went up to $144.51 from $127.09 a bikes through April than they did last somewhat surprising given the recent
ports through April were up 5 percent year earlier. That’s a 14 percent increase, year. This growth came despite an 11 bankruptcy of Toys R Us and shuttering
in units and the value of those bikes was or $17.42. Meanwhile, the unit value of percent drop in 24-inch imports and a 7 of sporting goods chains, but suggests
up double digits. Unit price went up 12 a road bike rose to $262.21 from $218.07 percent drop in road bike imports. that IBDs and mass retailers including
percent compared with the same period last year — up $44.14, or 20 percent. Adult mountain bikes continue to Walmart and Target are picking up that
last year, according to the latest figures Children’s bikes also saw unit price show strength as not only value was up juvenile business.
from the U.S. Commerce Department. go up with sidewalk bikes up $3, 20-inch but unit shipments through April rose The catch-all “Other” category is diffi-
The growth of imports slowed from up $3.66 and 24-inch up $8.70. 6 percent. Suppliers imported 93,475 cult to interpret as it sees wide swings from
earlier in the year, but value has stayed In fact, only the “Other” category more fat-tired bikes year to date. month to month. Through April, however,
high as suppliers bring in pricier bikes. saw a unit price decrease, from $150.74 Imports of kids’ bikes, particularly this category saw a 67,633-unit increase
Adult categories saw big gains in a year earlier to $135.26 this year. sidewalk and 20-inch models, were up from a year ago. Unit value tanked, how-
unit value. Mountain bikes’ average val- Suppliers brought in 261,689 more 12 and 5 percent, respectively. This is ever, down 10 percent.

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24 T E C H
BRIEFS
Vittoria tubeless liner
provides tire stability
SALEM, Mass.
— Vittoria
took a differ-
ent approach
to its tubeless
tire protection
system, called
Air Liner, than
its competitors.
Where Schwal-
be’s Procore and
Cushcore’s systems ride tight down in the rim
bed providing bead lock and rim protection,
Vittoria’s Air Liner fills most of the tire’s internal
volume with its EVA foam shape. This volume-
filling design still locks the tire bead and protects
the rim but also provides lateral stability, fight-
ing sidewall fold when running low pressures.
And it allows run-flat performance. “It’s like
adding tokens to an air-fork. Air Liner changes
the tire’s ramp progression. For straight-ahead
riding you get the super traction that low tire
pressure allows,” said Ken Avery, Vittoria’s vice
president of marketing and product. “But hit a
square-edge rock and internal air pressure ramps
fast, and the tire is pressed against the liner,
really taking the edge off the hit.” The Air Liner
has a round cross section with two grooves —
one at the top under the tread, and one over
the rim bed. “The channel under the tread
makes an air pocket that the rider is mostly
riding on. The other channel over the rim bed
provides valve clearance as well as aiding tire
mounting,” Avery said. The $85 Air Liner is sold
in one length fitting all wheel diameters and is
cut to fit. The flat ends of the liner are joined
together with zip ties. Since it is designed to fit
a tire’s cross section to support tire sidewalls, it
comes in four widths covering tires from 1.9 to
4 inches wide. The foam is projected to last for
2,000 hours of riding, and it will not absorb tire
sealant. “Because they are heavier and being
ridden faster, e-MTBs are hard on tires and rims
and really need a system like this. And a special
note to dealers: Air Liner can be fit to the rear
wheel of an e-MTB without having to take it off,”
Avery said.
Quarq TyreWiz keeps
tabs on tire pressure
SPEARFISH, S.D. —
The simple take on
the $199 TyreWiz
tripsforkids.org from Quarq is that
it’s a very accurate
tire pressure gauge
that fits directly on
Presta valves for
real-time pressure
readings. Pressure
data is relayed to
phones and some
cycle computers over ANT+ or Bluetooth. The
TyreWiz app allows riders to set a tire pressure
range, and the unit’s LEDs indicate when the
Changing lives with one simple tool–the bicycle. tire pressure is outside the target. “Given the
role tire pressure plays in compliance, rolling
resistance and safety, it only seems logical that
we’d have an accurate, dependable and always-
on means for measuring such an important
variable,” said Jesse Bartholomew, Quarq’s
customer experience manager. He notes the
gauges on floor pumps are not very accurate,
and neither are external gauges. “We feel that
having an accurate sensor available will lead to
new insights about optimal setups and, more
importantly, confidence that the number that
feels right on the road or trail is repeatable no
matter what pump or gauge you use,” Bar-
tholomew added. The smartphone app displays
personalized recommendations, current tire
pressure and low/high pressure alerts. Second-
by-second pressure data is included in the .fit
file along with power, cadence and altitude data,
so analysis of how tire pressure affects perfor-
mance is possible. The company does not have
software developed yet to crunch the numbers.
TyreWiz works with any tire that uses a remov-
able Presta valve core, both tube and tubeless,
and tires with anti-flat sealant. TyreWiz’s range
is 20 feet, so it is not yet possible to know tire
pressure from the couch.
‘Smart compass’ locates
friends when phones fail
NEW YORK — LynQ is a “smart compass” that
locates anyone with a similar device without
the need for phones, apps, subscription fees
or reliance on cellphone networks. Groups
of as many as 12 can find one another across
miles. The weatherproof clip-on device uses the
company’s proprietary software to display each
user’s distance and direction from one another
in real time. LynQ can be set up in seconds,
pairing devices and entering names with a one-
button interface. A simple click allows users to
move among their group members, displaying
a user’s name, arrow and number of feet that
are visible under any conditions on a backlit and
glare-protected screen. LynQ uses GPS, and LoRa
to communicate between devices. LoRa is a
wireless data communication technology using
license-free sub-gigahertz radio frequency bands
with a reach of about 6 miles, though LynQ says
its devices are limited to about 3 miles. Because
the devices communicate over LoRa, it is pos-
sible to text from a list of commonly sent text
messages. A LynQ fob is 4 inches long, 2 inches
wide and 1 inch thick, and weighs 73 grams.
Preorder pricing is $154 for a two-pack.
 E - B I K E
BRIEFS
EC pedelec insurance
proposal raises ire
BRUSSELS, Belgium — The European Cyclists’
Federation has warned that a European Com-
mission proposal to require liability insurance
on pedal-assist bikes, or pedelecs, would have
a chilling effect on e-bike adoption throughout
the continent and would “criminalize” millions
of current e-bike users. Adam Bodor, the ECF’s
advocacy director, said that if the proposal
becomes law, the insurance requirement “would
discourage millions of European citizens to
use pedelecs [and] undermine the efforts and
investments of several member states and
the European Union to promote sustainable
mobility.” The insurance requirement is part of
a proposed change to Europe’s Motor Vehicle
Insurance Directive, and it still requires a vote by
the European Parliament to become law. The
amendment states that new types of vehicles
like e-bikes, Segways and electric scooters have
“the potential to cause accidents whose victims
need to be protected and reimbursed swiftly.
However, the current Directive also provides
Member States with the power to exempt such
vehicles from motor third-party liability insur-
ance if they would consider this necessary.” The
ECF stated that it will “challenge the European
Parliament and Member States to overturn this
decision by the Commission to go ahead with
criminalizing millions of their citizens … .”
Pedego launches its 1st
full-suspension e-MTB
FOUNTAIN
VALLEY, Calif.
— Pedego has
introduced its first
full-suspension
mid-drive electric
mountain bike,
the Elevate. The
Class 1 e-MTB
uses Shimano’s
STEPS E8000 250-watt mid-drive motor providing
assistance up to 20 mph and a Bluetooth-enabled
system that allows riders to personalize their
pedal-assist power levels depending on riding
style and terrain. A semi-integrated 36-volt 504wh
battery provides up to 60 miles of range. The
27.5-plus-wheeled Elevate gets 130 millimeters of
rear travel via a RockShox Monarch RT3 shock and
has a 140-millimeter-travel RockShox Sektor Silver
soaking up the bumps up front. The spec also
includes Shimano Deore hydraulic disc brakes with
203-millimeter rotors, an 11-speed Shimano SLX
wide-range drivetrain, 27.5x2.8 Maxis High Roller
II tires, a 125-millimeter KS Suspension dropper
seatpost and Race Face Aeffect stem and bars. To-
tal weight is 42 pounds. “On the Pedego Elevate,
riders can charge up hills and power through head-
winds, enjoying more time on mountain paths
and trails. It’s the ultimate mountain bike that
can reach the summit with the rider in complete
and comfortable control,” Pedego co-founder and
CEO Don DiCostanzo said. “The Pedego Elevate
is an excellent choice for those who are entering
or returning to the sport of mountain biking.” The
Elevate retails for $5,499.
July 1, 2018 25
wcup_BRAIN_ad_final_rev.pdf 1 5/30/2018 11:27:22 AM
Revos e-bike conversion
tops crowdfunding goal Belgium is known for many great
things like cobbles, beer, frites,
chocolate … and now,
WCUP Sports Nutrition!
BRISTOL, England — Less than halfway through
its crowdfunding drive, Revolutionworks in
Bristol, England, exceeded its goal of £20,000 More than 25yr history providing
($26,800) to launch the Revos e-bike conversion athletes with what they demand
kit, and will begin shipping its Kickstarter orders
Margins of 40% & up
in October. Once those orders are fulfilled, Revo-
lutionworks plans to sell through retailers and dis- Complete product range — hydration,
tributors as well as direct to consumers, said Mark chews, gels, bars, recovery & more
Palmer, the company’s director who is also the
Stocking dealers receive credit for direct
father of Revos inventor Hugo Palmer. The con-
version kit consists of a rear-wheel friction roller online consumer sales in their markets
that mounts to a conventional bike’s seat tube, a
magnetic pedal-assist sensor and either a 100Wh
or 209Wh lithium-ion battery with a mount for
downtube bottle bosses. The system provides
pedal assistance up to 25 kph (15.5 mph). “It’s for
people who like their bike but want an e-bike too.
It’s easy to use and feels like you have a tailwind
at all times,” said Hugo Palmer, who developed WCUP USA
Revos while studying autosport engineering at Aliso Viejo, CA • 949.313.8939
Oxford Brookes University. “Lots of people would wcup@wcupusa.com
like to cycle to work but are reluctant because
it’s just a bit strenuous, especially if you live in IB18_BRAIN-Quarter Page_Room Block_Final.pdf 1 6/15/18 2:20 PM
a hilly city. So Revos provides a way of enjoying
a cycling commute.” Revos sold for £349 for the
100Wh version and £379 for the 209Wh version
during the Kickstarter drive, and the company
expects U.S. retail pricing to land at about $530
and $665, respectively. For more information,
visit revolutionworks.com.
Rad Power Bikes opens
Vancouver showroom
VANCOUVER, British Columbia — Consumer-
direct e-bike brand Rad Power Bikes is grow-
ing its Canadian headquarters and opening a
retail showroom in East Vancouver that was
set to open in June. The new location will give
consumers a chance to test-ride bikes and talk
face to face with the local Rad Power team.
“I’m especially excited to bring the joys of
e-biking to even more of my neighbors,” said
Daniel Henderson, Rad Power Bikes’ Canadian
business director. “We’re building a great place
where our growing Vancouver team can not
only connect with our community in person, but
better serve our customers all across Canada.” Interbike has partnered with OnPeak to secure a limited number of
The Vancouver showroom will be Rad Power reduced-rate hotel rooms to make your trip to Reno even more
Bikes’ third brick-and-mortar location, joining the affordable. There are properties to fit every budget, with some
Seattle headquarters and European showroom in rooms starting as low as $68.
Utrecht, Netherlands. “Putting down roots is just Free shuttles will be offered ONLY from hotels in the
as important to us as it is to our customers,” said block to the Convention Center and airport.
Mike Radenbaugh, co-founder and CEO of Rad
Power Bikes. “The firsthand experience and sup- Book now for the best rates and availability at Interbike.com
port at the retail showroom will complement our
existing foundation in Canada, which includes
our bustling online store, free shipping and September 14th – 20th | Reno Tahoe interbike.com
white-glove home delivery with Velofix Direct.”
26
Influence
the influencers
Bicycle Retailer and Industry News reaches the
most engaged and influential people in the bicycle
industry. With a print edition reaching 5,000+
independent bicycle dealers across North America
18 times a year, a website attracting 90k+ unique
visits a month with a fanatical audience consuming
the majority of sessions, and email newsletters with
an open rate 2.4x the industry average, we reach
influencers through every channel.
www.bicycleretailer.com/advertise
THROUGH THE
GRAPEVINE
New vs. pre-owned vs. refurbished: It may
be too early to call it a trend, but the outdoor
industry — perhaps bedeviled by lower-than-
anticipated sales at the high end or a much
savvier consumer base shopping online — is
apparently embracing the sale of “refurbished”
apparel and some hardgoods. Patagonia ap-
pears first with a push for its “Worn Wear”
program, but on that point I could be wrong.
Let’s exclude for a moment the Big P’s pitch that
trading in your old stuff for credit to buy new
stuff at a Patagucci store is great for the environ-
ment. It could be, and I’m certain an enterprising
grad student could land a grant to do a thesis
on that topic. Still, Patagonia has long offered a
generous repair program for its apparel, so it’s
got some consumer cred. REI has also jumped
into the fray with its “Used Gear” offerings, and
The North Face is hopping into the pre-owned
game with a one-year warranty for old stuff at
“The North Face Renewed,” now in pilot mode.
For brand-conscious consumers who seek
outdoor cred but who are too cheap or strapped
for cash, buying direct from these three outfits
could make more sense than trolling eBay and
Craigslist. Here’s a quick example picked at ran-
dom from REI for a women’s Fox Lynx SS jersey,
XL only. The “gently” used price is $47.97 plus
$7.50 shipping. Full retail is $79.95. But Mike’s
Bikes is selling the same jersey online, new, as
a closeout item, for the low, low price of $39.77
plus $5 shipping. A quick check at Big P for an
insulated Torrentshell jacket, used, was $120,
medium only. It retails new for $279. If it’s in
good shape, that’s some big savings. As for The
North Face, a used Half Dome hoodie, a popular
item, can be had for $26 plus $8 shipping. New
it’s 50 bucks. But any shopper can find new
ones online for $27 plus shipping. My takeaway:
Talk about buyer beware. This pre-owned stuff
appears to be tricky business for bargain hunt-
ers. Don’t say you haven’t been warned.
So much to say, so little space to say it: News
happens so quickly today that offering any
observation about anything marginally relevant
is a challenge. But just for grins let’s start
with e-scooters. These little battery-powered
contraptions seem to have caught the eye of
investors — not just penny-ante, mom and pop,
stay-at-home E-Trade investors. No, we’re talking
about big-fish venture capital funds, or “VCs”
for those who revel in acronyms. As an aside,
hearkening back to the Vietnam War, being a
certifiable (more or less) VC — better known as
a Viet Cong — was a surefire ticket to a grave.
But times change and so we must change too,
although being a 21st-century VC does imply a
certain level of financial ruthlessness that has
at times warranted a severe beating or perhaps
a financial execution. But back to scooters. Se-
quoia Capital is a Menlo Park, California, VC with
a long history of backing companies like Apple,
Airbnb, Kayak and dozens more. How many
Sequoia backed that turned out to be stinkers
is hard to discover. But, in general, Sequoia
has been highly successful in finding money
for startups. And now it’s parlaying its investor
cachet for Bird, a Southern California e-scooter
startup, in which Sequoia plans to raise $300
million. That’s a stupefying amount of money
for a bunch of e-scooters and would value Bird
at $2 billion, which is probably the net revenue
of all the bicycle and accessory companies in
North America. Now I don’t know if that last
statement is true, but you get the point. Travis
VanderZanden, Bird’s founder, cut his transpor-
tation teeth at Uber and Lyft, which, admittedly,
have made traditional taxis mostly obsolete. So
VanderZanden may be on to something since
he has been raising millions since the first of
the year. Two other e-scooter startups, Spin and
LimeBike, have also raised scads of dollars —
$250 million, according to the failing New York
Times. VanderZanden, along with Sequoia and
its investors, is following what has become a
tried and occasionally true “first mover” strat-
egy — that is, to grab the advantage in a new
field and be first to market, presumably creating
an insurmountable market barrier. I find all this
fascinating and am not a naysayer, per se. But
when a ton of money is chasing a sparkling
unicorn, that old Econ 101 textbook I still have
offers a cogent warning about bursting bubbles.
Counterfeit, trade and You Know Who: It was
with great satisfaction among suppliers and
dealers to learn that a Kentucky douchebag got
convicted of eight counts of mail fraud and three
counts of trafficking in counterfeit goods. There’s
a special place in hell (thank you, Peter Navarro)
for those selling fake high-end helmets bearing
the Specialized, Giro and Catlike brand names.
And when the convicted scumbag, Matthew S.
Stepp, gets sentenced in September we hope
the federal judge overseeing the case will drop
Mr. Stepp’s head on to an impact platform at 11
mph in hopes of seeing him beg for mercy. What
does this have to do with trade and He Who Must
Remain Unnamed? Counterfeit crap has been
flowing into the U.S. market from China for years
thanks to the ubiquitous ease of buying stuff on
the internet. China has long promised to crack
down on such illegal transgressions and, to be fair,
has made some moves in that direction. But our
elected Trade Czar, attired with his ever-present
crotch-level red tie, seems to be more interested in
cracking down on Canada and our European allies
than getting into a serious discussion with China
over intellectual property rights, international
digital rights, copyrights and trademarks — except
when it involves First Daughter Ivanka. And there’s
dozens of similar issues buried deep in the weeds
of trade negotiations, including counterfeiting. This
is tedious stuff and makes for intellectual difficulty
when 280 characters taps You Know Who’s mental
acuity. On the other hand, I have zero sympathy
for consumers searching the web for a steal
whether it’s a helmet, a bike, or whatever. At some
point we have to point the finger at consumers.
And don’t suggest to me that these naïve naifs
who skitter about the web don’t know any bet-
ter. They do. There’s a Grand Canyon-wide gap
between ignorance and “willful ignorance,” and
it’s willful ignorance that leads consumers to buy
fake brand-name junk from a Chinese website at
a price they know is too good to be true. You get
what you pay for and you get what you deserve.
Harsh, I know.
Got a tip for our Through the Grapevine writer?
Email Marc Sani at msani@bicycleretailer.com.
 July 1, 2018 27

Ad Index
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Chair Brandee Lepak First Vice Chair Robert Fullem
Second Vice Chair Kent Cranford Secretary David Enz Calfee Design Marketplace www.calfeedesign.com
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Catrike/Big Cat 23 www.catrike.com

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28
Marketplace/Classifieds
Mountain Bike Mechanic Needed
New Mexico Bike N Sport
We are seeking an experienced
Mountain Bike Mechanic for our new
expanded location in Santa Fe, NM.
The position will need an individual
who is flexible and a team player with
a passion for riding and experience
in current suspension and drivetrain
technology. The work environment
is fast paced and the wages are
competitive with the industry. Santa
Fe is a great place to work and ride on
and off road-send us your resume!
nmbikensport@gmail.com
Montgomery Cyclery Is Hiring!
Montgomery Cyclery is seeking
cycling enthusiasts to join our
team. We have full-time and part-
time positions available and offer
competitive pay with benefits
including paid vacations, health
insurance and 401k plan.
Montgomery Cyclery is greater
Cincinnati’s premier bicycle retailer
with 6 stores throughout the city.
We are looking for personable,
experienced applicants with the
willingness to work as a team and a
strong desire to provide customers
with outstanding service.
If you are interested contact Jeff
Sellers at jeffsellersmc@gmail.com
www.Atoc.com
ROOF
Your specialty rack specialist
Bike Shop for Sale - Coastal New
England
Established business in beautiful,
desirable New England seacoast town.
Large diverse cycling community.
Offering sales, service, rental. Serving
locals and tourists. Close to nationally
known indoor BMX park and less than
one hour drive to Highlands bike park.
National Bicycle Dealers Association
winner ‘America’s Best Bike Shop’.
Brands include Yeti, Kona, Jamis,
Haro, Brompton, Dahon, Marin and
Montague.
Inquiries to: Spirtmoov@aol.com or
Seekfaith@aol.com
800-ATOC-021
RECEIVER
Safe-Tec Helmets
“Be Part of Something BIG”
Safe-Tec Helmets is now accepting
applications for the position of
Territory Managers (multiple locations)
. Newly created Helmets using Blue
Tooth and LED technologies. IBD
exclusive great margins for the
Dealers and excellent commissions for
Sales. Great commission structures
. For more information contact jobs@
safetechelmets.com
Dealers inquiries welcome also -
Check website to see new dealers
with product in stock. Tell us where
you currently sell.
Send resume to recruit. Resumes
only accepted online, “Be Part of
Something BIG”
Link: safetechelmets.com
Email: jobs@safetechelmets.com
FT Bike Mechanic Needed in the
HEART of Brooklyn!
Bicycle Roots Bike Shop in Crown
Heights, Brooklyn seeks professional
bike mechanic for immediate hire.
45 hours/week FT position. The ideal
candidate will have 2+ years relevant
bike shop experience building and
repairing bicycles. Pay is 13-17/
hr dependent on experience. Must
be available weekends (Saturday or
Sunday) and weekdays in the late
afternoon/early evening. Bilingual
candidates a plus, especially Spanish,
French/Kreole, or Hebrew speaking.
Please email a resume and cover
letter to nl@bicycleroots.com to apply.
No walk-ins or phone calls.

Classifieds
Mechanic & Sales Position
Seeking experienced, creative,
knowledgeable problem solvers who
thrive in a fast paced work environment
and have a passion for the industry. Full
and part time positions. Competitive pay.
We’re nice and want to be friends.
andrew@halcyonbike.com
Swiftwick Independent Bike Reps
Swiftwick is seeking independent
bike reps in New England, Northern
California, the Rockies region
and the Upper Midwest. The ideal
candidate has at least 3 years of sales
experience and existing relationships
with IBDs in the territories we are
seeking to fill.
The independent sales rep positions
report to the Swiftwick Director of
Sales.
Interested applicants should contact
Mark Castrillon at:
mcastrillon@swiftwick.com
BTI - Inside Sales Representative
BTI is looking to hire a full time sales
and customer service representative
in Santa Fe, NM. Please follow link or
visit our website for details!
https://bti-usa.com/public/careers-
sales
Outside Reps Wanted - Multiple
Territories and Great Brands
VeloSport Imports is looking for
established reps - Most territories
open. Brands include ALAN, IRC,
San Marco, Carbon-ti, Floyd’s of
Leadville, german:A, Alchemist
wheels and many others. Competitive
commissions and wide open potential.
info@velosportimports.com
Law Offices of
Steven W. Hansen
Representing manufacturers,
distributors and retailers on all types
of legal issues since 1986.
Sign up for our newsletter at:
www.swhlaw.com
(562) 866-6228
legal.inquiry@swhlaw.com
Sales Manager Opening!
Bicycle Outfitter in Los Altos California,
is seeking a Store Manager. If you
have retail management experience, a
love of all things cycling and a desire
to learn what it takes to run a world
class bicycle retail operation call us!
Ideal candidates need 3 years of
retail management, outstanding
communication skills, with the ability
to inspire and lead a team.
This is a full-time position and reports
to the General Manager.
Interested applicants should contact
Jeff Selzer at :
jselzer@bicycleoutfitter.com
Engineer Position Available
DVO Suspension, a rapidly growing
and innovative company, is seeking
engineers to design mountain bike
suspension. The ideal candidate
must have approximately 5 years of
experience in the industry, a BS in
Mechanical Engineering, be a self-
starter with an aptitude for creativity,
have knowledge of Soildworks,
good verbal and communication
skills, and the ability to multi task.
A passion for riding mountain bikes
is preferred. DVO is in Valencia,
CA. This is an inside office position,
no telecommuting, must be willing
to relocate if necessary and the
ability to travel domestically and/or
internationally as needed. This is a
great place to work with an excellent
benefit package. Health care, Dental
Insurance, 401K, and salary DOE.
Please send resume, salary history
and project portfolio to:
geoffw@dvosuspension.com
Florida Keys Bicycle Shop For
Sale
Successful Florida Keys bicycle
shop for sale. 22 years in the same
location. No other shops within
30 miles. If you’re looking for a
“family operation”, this is the perfect
opportunity. BISICKLIST@YAHOO.COM
or text 305-394-3563
BTI-Reno Shipping/Receiving
Badass
BTI is growing fast, especially out
west. We need help with receiving
product and shipping orders to bike
shops across the US. See details
at https://www.bti-usa.com/public/
careers. Email resumes to:
akordonowy@bti-usa.com.
Retail Purchasing Associate
and Customer Experience
Representative
The Pro’s Closet Inc. in Boulder,
Colorado is hiring! Current openings
include: Retail Purchasing Associate,
Customer Experience Representative
and more! Please go to our website
for detailed job descriptions.
www.theproscloset.com/pages/
careers
Multi-Location Bicycle Store
For Sale
Established, turn-key multi-location
bicycle store chain for sale.
Confidentiality agreement needed for
more information.
bikechain7777@gmail.com
Experienced Mechanic Wanted
Busy Shop needs an experienced
Mechanic (2+yrs). Basic bike repair to
Shock Overhaul and Wheel Building/
Truing. Easy Shop Environment. Loads
of Trails and roads to ride!!!! Monday
through Friday. No Weekends!
Email: James@gotbikes.com
Stedman’s Bike Shop – Seasonal
Mechanic
Iconic Southern New England bike
shop is seeking an experienced
mechanic for full-time, seasonal, work
which could lead to a permanent
position. This is a very busy shop
with a unique feel and culture. We’re
looking for someone who’s skilled,
personable, flexible and who has a
functioning sense of humor.
Interested? Contact Joel at joel@
westedman.com
Parvilla Cycles - Service
Technician/Mechanic Wanted
Full or Part Time Mechanic Position.
Previous bicycle shop experience
required. Custom builds, road &
MTB, higher end service work. Ideal
candidate is professional with 5 years
experience. Weekend hours required.
Full time benefits available
info@parvillacycles.com
Inside Sales Representative
J&B Importers has immediate
openings for Inside Sales
Representatives in Ft. Wayne, IN,
Sumner, WA and West Chester,
PA. We are looking for a sales/
customer service oriented individual
to handle inbound phone orders, as
well as outbound sales calls. Ideal
candidate must be knowledgeable
and experienced in cycling, fluent in
English, and have excellent verbal
and written communication. Position
is full-time, Monday-Friday. Salary is
commensurate with experience. J&B
offers an excellent benefits package.
Please email your resume to:
hr@jbi.bike.
Linus Bike Seeks Sales Manager
Linus Bike Inc. seeks a full-time Sales
Manager who will be responsible
for providing impeccable customer
service to our wholesale dealer
network. Candidates should be detail-
oriented, friendly, and have 5+ years
of customer service/sales experience.
jobs@linusbike.com
FT Positions in Sales and Service
at Trek Dealer in St.Petersburg
Florida
Career oriented team members
wanted for positions in both sales
and service. Benefits include medical,
dental, vision, vacation accrual,
sales incentives and professional
atmosphere. 2 years experience
required. Year round employment.
Help change the world.
anne.trekstpete@gmail.com
Need Bicycle Service Mechanic
Need bike mechanics at Brown Cycles
in Grand Junction,Colorado. Just
down the street from World Class Mtn
bike trails of GJ, Fruita, Moab. Full
time hours with possibility of year
round employment. Send resume to:
info@browncycles.com
July 1, 2018 29
Sales & Marketing Coordinator
Finish Line manufacturers a wide
range of specialty bicycle lubricants
and maintenance products. We
hold a leading market position in
over 70 countries. We are seeking a
committed cycling enthusiast who will
assist our sales & marketing teams
in implementing sales strategies and
supporting the product development
process. This position is located
in Hauppauge, NY. See a detailed
description of this position at www.
finishlineusa.com. Email cover letter
and resume to:
employment@finishlineusa.com
Experienced sales person needed
to help grow to a new location
Elevation Cycles is seeking a Lead
Sales person with the passion and
ability to connect with all customers
from kid’s bikes to high end Mountain
and Road. While mastery of product
knowledge is required, we are
primarily looking for someone who
is driven to elevate our customer’s
experience. In addition to a supportive
team, we offer competitive pay, health
insurance, paid time off, and a demo
bike program.
salesparker@elevationcycles.com
Seeking bike nerd, mechanic
Seeking a mechanic; experience a
plus, not necessary if you’re a big
bike nerd like us. Extremely chill shop,
non-profit, relaxed and fun. Flexible
shifts, afternoon hours. Management
opportunities. Mainly servicing
commuters. Unlimited wholesale
discounts!
info@quadbikes.org
Accessory Business/Brand For
Sale
Brand offers an innovative and
patented hydration accessory product
which generated over $500k in
sales in 2017. Great owner/operator
opportunity and growth potential.
Turn-key, easily relocated. Email for
more information.
russell@bell-lap-advisors.com
30
S TA F F
EDITORIAL

DON’T JUDGE A BOOK BY ITS (OLD) COVER

Less glitz and glamour, more adventure and cultural activities. Reno surprises if you haven’t seen it recently.
By Lynette Carpiet ing gyms, state-of-the- times of year. Its hotels have the capac-
art arcades and fitness ity to house them, with more than 15,000

I t doesn’t have the best reputa-

tion, but after spending three
and a half days in Reno, I can
centers, fine dining and
luxury spas.
As a gateway to
rooms — way more than is expected of
such a small population center. (Reno has
a population of about 275,000, with an ad-
confidently say that it offers Burning Man and a fre- ditional 95,000 or so in Sparks).
more than hotel casinos, tattoo quent stop for travelers This high-desert city is in the midst
parlors, and costume and pawn on their way to Black of a renaissance, and it was great to see
shops. Rock Desert, many of as I pedaled around on one of Reno’s
I just returned from a whirl- the festival’s art instal- new, brightly colored green and yellow
wind trip to Reno where I vis- lations make Reno their LimeBikes from the convention center to
ited all of the major hotel casi- permanent home. More downtown along Virginia Street, the city’s
nos, including their restaurants than 150 murals, sculp- main drag. The bike share program was
and bars, the Reno-Sparks Con- tures, and other art can so new, locals and out-of-towners asked
vention Center and the Ran- be found in downtown me several times about how the program
cho San Rafael Regional Park Reno and the Midtown worked, how to rent a bike and what it cost.
(where RenoCross will take District. The city enlist- A small city (relative to where I live
place this year). I also rode the The famed sign on Virginia Street in downtown Reno. Most hotel ed artists from around in Orange County), Reno is easy to get to
city’s brand-new LimeBike share casinos are clustered downtown. Many have undergone extensive the globe to give the city know by bike as an out-of-towner. Many
bikes, checked out the road rid- renovations, though you won’t be able to tell from their original a new paint job as part residents choose to get around by bike,
ing and mountain biking nearby exteriors. of its Reno Mural Expo. too, and if you come for Interbike you’ll
and dropped in on a couple of And outside of the see that folks here don’t shy away from
bike shops to boot. evolved greatly within the last handful hip bars and restaurants and artsy build- riding their own bikes around town. Rid-
I also took a short jaunt up the moun- of years. While it was once considered a ing facades, Reno also offers a growing ing to dinner, RenoCross or to the show
tain to Northstar Resort and saw where gaming and ski destination for tourists — young population a wealth of outdoor is a true option for show attendees this
the OutDoor Demo will set up, and where and for many it still is — following the adventure pursuits. Whether it’s launch- year. And I hope people really take ad-
the Northstar Free-Ride Festival will take Great Recession the city put much more ing a kayak or floating down the Truckee vantage of this opportunity, whether on
place, even though the gondola and lifts focus on economic development. Reno River Whitewater Park in the heart of Re- a LimeBike, rental bike from a local shop,
up the mountain weren’t running during has drawn major distribution centers for no’s downtown, mountain biking on the or their own bike.
the week. companies including Amazon through Peavine, Galena or Ballardini Ranch trails, Add it all up and I, for one, am look-
My verdict: The Biggest Little City in the years. hitting the locals’ favorite road bike loop ing forward to returning in September
the World is just that — a small city with More recently, it’s attracted tech gi- out to Verdi, or enjoying the many parks for a week’s worth of work covering the
the amenities of a large city against the ants such as Tesla, Panasonic, Switch, and lakes, there’s plenty to do outdoors in show’s happenings in the Show Dailies.
backdrop of the Sierra Nevada mountains Apple and Google through aggressive tax this city, which sits at an elevation of 4,500 It will be refreshing to be in an outdoor-
and beautiful Lake Tahoe. incentives. And along with those compa- feet — not to mention 40 minutes away in friendly city for a bike show. I’ll take views
Having never been to Reno, I had no nies, a younger, educated demographic nearby Lake Tahoe and the Sierra Nevada of mountain tops, trees and parks over
real opinions either way on going there for has moved in, pushing the city to expand mountains. brightly lit marquees and glitzy Eiffel Tow-
Interbike. In fact, this research trip was to not only its housing but its entertainment The Reno-Tahoe airport has had to er and Egyptian pyramid replicas any day.
gather information and photos for our up- amenities. The nearby Bay Area has priced beef up its flight schedule as tech com- But don’t take it from me. See it for
coming Reno-Tahoe Destination Guide, many young professionals out of living panies moved in and business travel in- yourself. You might find that not only is
which will ship with our July 15 issue. The there, and Reno-Sparks has welcomed creased in the region, expanding the num- Reno-Tahoe better suited for a show for
Guide will provide all the details on lodg- them with open arms. ber of airlines and direct flights from cities outdoor enthusiasts like us, but it is a des-
ing, food, riding and transportation for Entrepreneurs are opening hip bars, nationwide. The airport welcomes more tination worth checking out all on its own.
folks heading there for Interbike Mar- breweries and restaurants to suit this new than 60,000 people who fly in on their way Make sure to look for our Destination
ketweek in September. It will give readers influx of California transplants, and ca- to Burning Man every year. Guide in the next issue or your email in-
a sense of the landscape, which honestly, sino hotels are looking beyond slots and Sure, it doesn’t get the volume of its box for more details on where to stay, eat,
is fairly easy to navigate once you’re there. card tables to entertain guests, adding sister city to the southeast, but it manages ride and hang out before or after a long
But what I found out is that Reno has bocce ball courts, bowling alleys, climb- to host great numbers of visitors at certain day’s work at the show.
 MOVING
BIKE BUSINESS

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VISITORS ONLY

JULY 8 – 10, 2018 PARTNER REGION

FRIEDRICHSHAFEN, GERMANY WWW.EUROBIKE-SHOW.COM

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