Buoy our bike shops

How in the world does Chico support so many local bike businesses? That’s a question I’ve pondered for years. Do even the slightest research and you’ll find that, nationally, the neighborhood bicycle shop is hurting. One of the issues—as it is with nearly every other retail segment—is that consumers have turned to the internet for purchases.

That’s led to a decline in the number of brick-and-mortars.

But somehow, our cycling-friendly burg supports at least seven top-notch, independent bicycle shops—the traditional retail variety that focuses on new bikes and accessories, plus repair and maintenance. As we chronicled in this week’s Bike Issue, our local establishments have gotten creative to keep business rollin’. They do more than sell you a bike.

And I’m here to plead with you to keep them alive.

Remember Sundance Records? The Underground? Or even Tower Records (not exactly a little guy)? I do—and I don’t want to see what happened to those shops happen to local bicycle commerce. Those places added not only to Chico’s economic vitality, but were also part of the fabric of downtown’s character.

But Chico’s bike retailers are arguably more a part of our cultural identity—after all, we are ranked within the top tier in a list of communities with the most cyclists in the nation (see page 9). Moreover, local shops encourage healthy activity that also happens to be environmentally friendly.

When it comes to bikes, I’m a firm believer in buying locally. I learned that lesson the hard way. About four or five years ago, on impulse, I spent a couple hundred bucks on a model at a big-box retailer. The reproduction of a 1960s-era city bike was cute, but it didn’t take long for the thing to start squeaking. The more I used it, the more uncomfortable it became.

For several years, I just kept pedaling. That changed when one of my best friends brought her bike to town during a weekend visit. She insisted I hop aboard—and that’s when I realized what it was like to ride a good bike. The ease of pedaling and switching gears, as well as the lighter frame, made riding so much more enjoyable.

I was inspired to check out similar models, so I headed to one of Chico’s shops. After a couple of test rides, I settled on the perfect set of wheels and special ordered the color I wanted (powder blue). It was well worth the extra couple hundred dollars I spent over what I shelled out for the cheapie. The friendly employees put the bike together, and then adjusted it for me when I picked it up. It rides like a dream.

I’m the type of person who gets on a bike for the joy of it. It’s a great way to shake off a tough day at a demanding job. It also helps me feel connected to and appreciate my surroundings—like seeing the spectacular show of dogwood blooms that happens every year around this time.

I haven’t needed to service my bike, but when I do, considering how well the shop put it together, I’ll take it there. I once bought an accessory for my bike online, but for all future purchases, I’m going to head to my neighborhood shop. I won’t take it for granted, and if you appreciate yours, you shouldn’t either.