NOVATO, Calif. (BRAIN) — Mike's Bikes, which is Pon.Bike's North American retail wing, will give its name to the four Denver-area Elevation Cycles locations it bought in May.
Ken Martin, the CEO of Mike's Bikes, said, "Our main competition these days is brand-owned retail, along with major online discounters, new D2C companies that seem to pop up daily, and even Amazon and eBay. Having all of our stores unified under one brand name is key to delivering a consistent, authentic experience to compete on all of these fronts.”
The stores will transition to the new name in the first quarter next year.
Mike's Bikes, founded in Marin County, California, in 1964, now operates 18 retail locations across Northern California and Colorado, plus assembly and distribution centers in each market and a fulfillment facility for its online operation. Pon.Bike, which owns Cervelo, Santa Cruz, Cannondale and other brands, acquired Mike's in August 2021.
"We can build on the incredible work that the Elevation team has done in the Denver market by bringing a broader product offering and more resources to support our riders. The alignment between Mike’s and our Colorado colleagues is incredible, and we’re excited to bring it all together under the Mike’s Bikes brand name," Martin said.
Whitney Tabaian, Elevation Cycles' regional sales and marketing manager, said, "The cycling market has gotten more and more crowded, and we’ve seen some customers move to shop online to avoid coming to a bike shop altogether. That’s why we've stayed true to our core values of helping all types of riders get the information they need in our stores, and helping to support the Denver cycling community so people have places to ride."
Elevation Cycles was founded in 2012 and was closely associated with Trek before the acquisition by Mike's. A former Trek employee and his partners founded Elevation with support from Trek. The chain began with the acquisition of a former Bicycle Pedal’r store in Highlands Ranch.
Prior to the acquisition by Mike's, the stores carried Trek, Pivot, Giant and Kona bikes, among others, but Trek stopped selling to the stores after the acquisition and has opened a company-owned store in Highlands Ranch, which also has an Elevation Cycles — now Mike's Bikes — location. Specialized also owns a store in Highlands Ranch.
