Epicenter Cycling - Santa Cruz Bike Shops

Santa Cruz Locals Making a Difference

1730 Mission St, Santa Cruz 831.423.9000 - 8035 Soquel Dr, Aptos 831.662.8100

Epicenter Cycling, with bike shops in Santa Cruz and in Aptos, is your home for Trek bicycles, electric bicycles, bicycle rentals, bicycle repairs, bicycle fitting, and bicycle service. We carry electric bikes, pedal-assist bikes, mountain bikes, road bikes, urban bikes, comfort bikes, dirt jumpers, women's bikes, kids' bikes and beach cruisers from Trek Bicycles, Electra Bicycle Co., Vintage Electric, Blix Bicycles, Fit Bike Co., Wallerang, and Haro. Our friendly and knowledgeable crew is here to assist you seven days a week. Locally owned and operated by family and friends.

Santa Cruz Locals Making a Difference: The Bontrager Story


The Bontrager story is the stuff of legends. Keith Bontrager, an engineer, designer, physicist, mechanic, rider, and natural-born do-it-yourselfer, emerged on the nascent mountain bike scene in the late 70s with a scientific approach to frame design, materials understanding, and craftsmanship. Spending a good part of the 1980s “dumpster diving” for broken bike parts, Keith analyzed why they failed and then dedicated himself to coming up with better, more durable designs. All this reverse engineering led Keith to his famous aphorism: “Strong. Light. Cheap. Pick Two.” Bontrager unabashedly opted for the first two, building a reputation on offering some of the strongest and lightest components available. Never faddish, openly skeptical about “conventional wisdom,” and always grounded in the often harsh scientific realities of the universe, Keith demanded parts that are strong first, as light as possible second, and often not cheap. It’s a no-compromise approach that rests on the proposition that discerning customers understand value is much more than price alone.

Bontrager’s come a long way since the early days when Keith was holed-up in his garage, pouring over broken parts. Today there are more Bontrager parts in more categories than ever before. And Keith himself spends much less time dumpster diving and a whole lot more time field-testing products and ideas as he travels the world doing 24-hour (or longer) endurance events. With all that’s changed, one thing hasn’t: the B-dot logo remains your assurance that every Bontrager component, regardless of price or weight, is designed and tested to meet Keith’s stringent standards for fatigue and impact strength and firmly grounded in a no-nonsense design philosophy.
— http://www.bontrager.com/history/a-brief-history