Epicenter Cycling - Santa Cruz Bike Shops

Locally Owned and Operated with Shops in Santa Cruz and Aptos

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 Mountains Challenge Celebrates Huge Success

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We were proud to sponsor the 2019 Santa Cruz Mountains Challenge. In addition to sponsoring, we sent Quinn up to the Baskin patio at UCSC to provide mechanic support the morning of the race. Here’s a recap of the event courtesy Skippy Givens of the Santa Cruz County Cycling Club (SCCCC) which puts on the race.

“The 21st Annual Santa Cruz Mountains Challenge was one of the most successful in its storied history. The ride received a record 562 registrations with the highlight being 159 riders doing the Double Metric ride. Other highlights of the event was the commitment of the local Santa Cruz bike shops who contributed greatly to the success of the event. The more than 150 volunteers who helped run the event made more than $15,000 which will fund the Grants Program which serves Santa Cruz County Cycling initiatives. We look forward to the 22nd Santa Cruz Mountains Challenge next July!”

Alba Road Climb.

Alba Road Climb.

Thumbs up!

Thumbs up!

Rest Stop Zayante Crew.

Rest Stop Zayante Crew.


We're proud to be a sponsor of the 2019 Santa Cruz Mountains Challenge (SCMC), the main fundraiser for the Santa Cruz County Cycling Club (SCCCC).

SCCCC provides grants to local non-profits that support cycling and health, and is staffed entirely by members and other volunteers. This year, SCCCC celebrates the 20th year of its popular road cycling event that offers four distinct routes through the scenic Santa Cruz mountains and along the coast.

Route choices include: 44-mile / 2,914′ of climbing; 74-mile / 6,736′ of climbing; 102-mile / 10,301′ of climbing, or the crown jewel ride — a 127-miler with 12,551′ of lung busting climbing. Riders ascend through soaring redwoods, descend along scenic meadows, and pedal along roads on the Monterey Bay to the sound of crashing surf.

Learn more and register at santacruzmountainschallenge.com.

Follow Santa Cruz Mountains Challenge on Facebook at facebook.com/SantaCruzMountainsChallenge.

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About Santa Cruz County Cycling Club (SCCCC)

The Santa Cruz Mountains Challenge is a function of the Santa Cruz County Cycling Club (SCCCC). Proceeds from the event go to their Grants Program which supports local cycling related programs. Recent recipients of that grant program have been the Bike Church Santa Cruz, UCSC Recreation Bike Maintenance, Harbor High School Mountain Bike Team, Open Streets Santa Cruz, Trips for Kids and Ecology Action Youth Bike Smart Program.

Service Technician and Shuttle Driver Positions Available

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You love bikes, and all the stoke that comes with them. Join our crew and share the stoke!

We have Service Technician and Shuttle Driver positions currently available. Scroll down for details on these positions, and if you feel like one (or even both !!) is a good fit for you, email contact@epicentercycling.com for more information.

Service Technician

With customer service being our top priority, our service technicians demonstrate exemplary product knowledge, technical knowledge and relationship building skills. An ability to work in a fast paced, energy filled environment with a positive, team focused attitude is paramount.

Our service technicians are responsible for getting all types of repairs done on a timely basis. The ideal candidate feels comfortable working independently on all adjustments, wheel building, suspension work, dropper post overhauls, and builds from frame up, plus is familiar with most modern bikes (knowledge of Trek proprietary systems a big plus) and with older vintage bikes.

Having proficient knowledge of a Point of Sales system such as Ascend is very helpful. And possessing a sense of humor is the icing on the cake!

Shuttle Driver

Transport mountain bikers from near and far to some of the best mountain biking trails in all the world!

The ideal candidate possesses an excellent driving record, is confident and personable, and physically fit to load and unload bikes. An understanding of basic auto and bike mechanics is important, as is a familiarity with the local trail system.

On call, mornings.

CDL not required but must be willing to get one.

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Trek, Bontrager and Electra — Celebrating the Brands We Believe In and the Visionaries Behind Them

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Epicenter Cycling is proud to carry a wide range of Trek and Electra bicycles, as well as Bontrager parts, accessories and clothing. We stand behind each brand as being among the very best in the industry … and we believe you’ll be equally impressed. Read on to learn about Trek’s humble origins, its steady rise, and collaborations with industry luminaries Gary Fisher, Keith Bontrager, Benno Bänziger and Jeano Erforth.

Join us in celebrating a company that stays true to its core objectives: to produce high quality products and to bring the joy of cycling to more people. More people on bikes? Cheers to that!

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A Classic Barn Story – Trek is Born

In the mid-1970s, entrepreneurs Dick Burke and Bevil Hogg recognized a touring bike boom in Europe. They observed plenty of low-end bicycles were being built in the US, but not ones of higher quality. In 1976, the duo sought to change that, and began manufacturing handcrafted, hand-painted American-made steel touring bikes. They founded what would become Trek Bicycle Corporation in their backyard barn in Waterloo, Wisconsin. In that mid-western barn, the notion that high quality bikes only came from Europe was dispelled.

Innovative tech developments in the 1990s through early 2010s generated a “Renaissance” period in the bike industry. At the same time, mountain biking — which originated around the same time Trek was founded — was taking off as a respected sport. Trek was at the forefront of this cycling surge. When Dick Burke passed away in 2008, his son John took over as CEO. Inspired by his father’s commitment, Burke was more determined than ever to make cycling accessible to as many people as possible.

Today, Trek is a leader in international bicycle distribution. In fact, Trek is the biggest manufacturer of bikes in the US. For more than four decades, Trek has propelled the evolution of bicycle design, and that momentum has not waned. Major achievements include reducing weight of bicycle forks and frames, integrating Genesis technology, and exploring potential with 29ers. Partnerships with revolutionary designers Gary Fisher and Keith Bontrager have brought game-changing technology to the greater cycling community. Furthermore, a collaboration with Electra founders Benno Bänziger and Jeano Erforth broadened Trek’s lifestyle cycling reach, enabling even more people to discover their passion for bikes.

Gary Fisher

That time Gary Fisher stopped by our Mission Street store on Halloween with his friends Betty and Calvin. #fakenews

That time Gary Fisher stopped by our Mission Street store on Halloween with his friends Betty and Calvin. #fakenews

Trek designer and spokesperson Gary Fisher is one of mountain biking's earliest pioneers and visionaries. Fisher began racing bikes at age 12 in Northern California. In 1968, at 17, he was suspended from racing for refusing to cut his long hair. By 1972, the rule was repealed and Fisher was racing again.

Fisher’s dramatic entrance to the mountain bike industry came in 1974 when he modified a Schwinn Excelsior X to ride off-road. This 42-pound steel beast with coaster brakes and upgraded components is said to be the first off-road bicycle to smoothly handle descents and climbs. It set the blueprint for more “klunkers” to follow.

Fisher and his friends — many of whom are also now recognized as mountain biking pioneers — staged the very first downhill mountain bike race on their klunkers: the Repack Off-Road Downhill in Fairfax in 1976. In 1979, Fisher and fellow Repack founder Charlie Kelly launched MountainBikes, the first company to specialize in the manufacture of off-road bicycles. Frames were built by design genius Tom Ritchey, who then went on to his own bike brand and acclaim.

Fisher continued racing, and over the course of his career, set world records for quick descents. He also earned national titles in cyclo-cross and cross-country events. In 1983, he co-founded the National Off-Road Bicycle Association (NORBA), and launched his own brand, Gary Fisher Mountain Bikes. The talented and eccentric innovator was inducted into the Mountain Bike Hall of Fame in 1988.

Fast forward to 2010. Fisher saw an opportunity to globally distribute his innovative technology by partnering with Trek. In June of that year, Trek debuted the Gary Fisher Collection, a line of Trek bicycles that replaced Fisher’s standalone brand. Although the Gary Fisher Collection was discontinued, Fisher remains highly involved with design and marketing.

Keith Bontrager

And … that time Keith Bontrager built wheels in our Mission Street store. #truestory

And … that time Keith Bontrager built wheels in our Mission Street store. #truestory

Like Fisher, Keith Bontrager’s passion for two wheels began when he was a pre-teen … but it was the motorcycle that captured his attention initially, not the bicycle. He started by building lawn mower engine-powered mini-bikes at 12. From the age of 14 through the next decade, Bontrager rode, raced, and wrenched on motorcycles. The skills he developed as a mechanic galvanized him to seek improvements to engines and suspension.

In 1978, at age 24, the bicycle caught his interest and he built his first road bike the following year. However, it was mountain biking that truly resonated with the motocross racer. In 1980, he built his first mountain bike frame. He then founded Bontrager Cycles, building mountain bike, road, track, tandem, and cyclocross frames out of his Santa Cruz garage. He quickly established a reputation for high quality work in a demanding market.

Bontrager’s expertise didn’t stop at frame building; his development of bicycle components is legendary. In 1984, he created the first lightweight, yet strong mountain bike rims. And in 1987, he designed and prototyped the first composite fork. Two years later, an updated version set new standards for high-strength, lightweight forks.

Bontrager also tested handlebars, stems, and other components for fatigue and strength. His product testing methods have helped develop modern safety standards.

In 1995, Bontrager Cycles was acquired by Trek, and its commitment to safety remain its greatest motivator. Bontrager continues to work with Trek to develop wheels and components for mountain, road and triathlon bikes.

Benno Bänziger and Jeano Erforth

Of course, we’ll never forget that time we hung out with Electra founders Benno Bänziger and Jeano Erforth in front of their very first store in SoCal. #inourdreams

Of course, we’ll never forget that time we hung out with Electra founders Benno Bänziger and Jeano Erforth in front of their very first store in SoCal. #inourdreams

Not long before Northern California’s Bontrager Cycles merged with Trek, a unique partnership was coming together in Southern California. Electra Bicycle Company was born out of a common vision between trailblazer Benno Bänziger and entrepreneur Jeano Erforth.

As a high school student in Germany, Bänziger dreamed of California and cultivated an interest in making snowboards and skateboards. Following high school, he studied graphic design then moved to California in the early 1990s to pursue his passion.

Bänziger soon made two life-changing observations. One, California’s snowboard design community was saturated. Bänziger understood the reality of a start-up’s success in a crowded market.

Two, there was at that time an empty market for “lifestyle and comfort” bikes, used for fun and transportation. This style first made the scene in the early 1930s when Schwinn first developed its “cruiser bike.” The style hit its peak when cruisers became an icon of the 1950s beach scene. Moving through the 1960s and 70s, it waned in popularity because sports-style bikes gained traction. But, could cruiser-style bikes make a comeback?

Erforth — another German transplant — wondered the same thing and partnered with Bänziger. Together they took a risk. In 1993, they founded Electra Bicycle Company with little more than a dream, a plan, and pounds of passion.

By the late 2000s, Electra’s popularity had grown immensely, and its leaders soon realized they needed more resources to grow the Electra brand. At the same time, Trek saw Electra’s power to bring bikes to the lives of more people. In 2014, the union of two great names with a common mission took place.

More People on Quality Bikes

At Epicenter Cycling, we celebrate and uphold Trek’s mission to get more people on quality bikes every day. Come by either of our convenient locations in Santa Cruz and Aptos to browse our wide range of Trek and Electra bicycles. Models include electric, mountain, road, gravel, commuter, hybrid, cruiser, and kids. Test rides are free — try out as many bicycles as you want. Most of all, we want you to be happy, comfortable, and confident with your choice. Also, keep in mind you get unlimited free tune-ups for the life of your bike!

Of course, we carry so much more than bikes. Browse Bontrager’s deep selection of parts, accessories, shoes, and apparel. Our selection of cycling gear has to pass the high standards of our crew. Therefore, you can rest assured it’s top notch. If for any reason, you aren’t 100% thrilled with your purchase, don’t worry. Bontrager comes with a 30-day unconditional guarantee.

Introducing Bontrager WaveCel: Revolutionary Helmet Technology

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Trek / Bontrager just unveiled a groundbreaking helmet technology called WaveCel. This revolutionary material is proven to be up to 48x more effective than standard EPS foam at preventing concussions from common cycling accidents.* This is a major milestone in cycling history that will change our industry and make helmets better for all riders.

Standard foam helmets are designed to protect against direct impacts. But WaveCel accounts for how most cycling accidents actually happen: ungracefully, with twists, turns, and angled impacts. On impact, WaveCel's collapsible cellular material absorbs energy in multiple ways and then disperses it in a remarkably effective way.

WaveCel helmets are initially being offered in four models. Choose between MTB, road and commuter options; all offering a range of colors.

What is WaveCel?

WaveCel is a collapsible cellular material that lines the inside of Bontrager helmets. 

It is the result of a four-year partnership between Trek’s Research & Design teams, orthopedic surgeon Dr. Steve Madey, and biomechanical engineer Dr. Michael Bottlang. Drs Madey and Bottlang have collaborated for the past 25 years and pioneered advances in fracture care, thoracic and pelvic trauma, and head injury prevention. They are funded by grants from the National Institute of Health to help prevent traumatic brain injuries amongst cyclists.

How does it work?

WaveCel absorbs energy in multiple ways. On impact, the layers of the WaveCel material move independently and flex until the cell walls crumple and then glide, actively absorbing direct and rotational energy and redirecting it away from your head.  

This three-step change in material structure—flex, crumple, glide—is remarkably effective at dispersing the energy from an impact. Nearly 99 out of 100 times, WaveCel prevents concussions from common cycling accidents.*

What type of WaveCel helmets are currently available?

WaveCel is a major innovation in an aftermarket category that has remained largely unchanged in 30 years, one that underscores Trek's commitment to making cycling safer for every rider. 

Bontrager WaveCel helmets are initially being offered in four models (with more to come!):

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Bontrager XXX WaveCel Road Helmet

An aerodynamic road bike helmet with advanced WaveCel technology for the best in protection and performance. White Gloss, Black Matte, Azure/Black Matte, Red Gloss, or Radioactive Yellow/Black Matte.

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Bontrager Blaze WaveCel MTB Helmet

A trail-tested mountain bike helmet with advanced WaveCel technology for comfort and protection on any trail, any time. Black, Slate, Roarange, or Miami Green.

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Bontrager Specter WaveCel Road Helmet

A lightweight, breathable cycling helmet for all types of riding with the advanced protection of WaveCel technology. Radioactive Yellow Gloss, Black Gloss, Vice Pink Gloss, Viper Red Gloss, or White Gloss.

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Bontrager Charge WaveCel Commuter Helmet

An e-bike approved commuter helmet with great fit and feel and the advanced protection of WaveCel technology. Black Matte, Battleship Blue Matte, Era White/Black Matte, or Radioactive Yellow/Black Matte.

For more information visit trekbikes.com/WaveCel or just swing by either of our convenient locations in Santa Cruz and Aptos for the lowdown!

*Results based on AIS 2 Injury (BriC) at 6.2 m/s test at 45° comparing a standard EPS Helmet and the same helmet modified with WaveCel insert as described in detail in Comparison of Bicycle Helmet Technologies in Realistic Oblique Impacts.

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We Turned 10!

Locally owned and operated, Epicenter Cycling celebrates ten years of providing the best customer care to the Santa Cruz County cycling community.

2019 marks a decade of getting folks stoked on bikes, and our commitment to doing so is stronger than ever.

Epicenter was born out of owner Shawn Wilson's quest to promote the joy of riding. Like a lot of kids, Shawn pretty much grew up on a bike, and by the age of 15 he knew he wanted his life to be centered around cycling. He started racing downhill, going pro at 18 as a self-supported privateer with bicycle support from Trek.

During that time, the Santa Cruz native also commuted “over the hill” for a part-time gig at a bike shop in Los Gatos. At age 20, Shawn shifted his focus from racing to building a career in retail. He accepted a full-time position at that shop, and it wasn’t long before he became the store manager. When plans to co-own the store fell through, Shawn turned to home turf in his mission to center his life around bikes.

A Community Hub

Epicenter’s Aptos location was born out of that mission. Every time Shawn took to his local trails at the Forest of Nisene Marks State Park, he eyed a vacant building adjacent to the renowned Aptos Post Office dirt jumps. The site not only offered easy access to Nisene, but — via a heart-pumping fire road climb — Soquel Demonstration State Forest (Demo) as well. Contemplating the riders who converged regularly in the big dirt lot next to the building, Shawn’s imagination went wild with visions of an active hub for cyclists in south Santa Cruz County.

He took the plunge and set a plan in motion. With fiancé Kazia Pennino, Shawn meticulously put together a business proposal, and a private investor backed their vision. A local friend of theirs, World Cup downhill racer and bike mechanic extraordinaire Evan Turpen, joined their efforts, and Trek came on board as their main bike brand. To further serve the community, Epicenter led the effort to transform a weed-choked spot right in their backyard into a public pump track, which was a vibrant, popular scene for kids and adults alike for several years.

Epicenter also partnered with local mountain biking non-profit Mountain Bikers of Santa Cruz (MBOSC) to bring the fledgling Santa Cruz Mountain Bike Festival to the vacant field between the pump track and dirt jumps. Epicenter continued to sponsor the event, which enjoyed several years at the Aptos location.

The pump track and Post Office jumps are sadly history now, as the land they were built on had been slated for development, and time eventually ran out on the free lease. But Epicenter’s Aptos store and its crew have indeed made their mark serving cyclists from all over who come to ride the area’s epic trails and roads.

Expanding the Community

Epicenter Aptos’ success inspired the opening of a location on the west side of Santa Cruz as well, in the spacious former Blockbuster store on Mission Street. Shawn and Kazia brought on local artist Steve Hosmer to paint an eye-catching mural along the parking lot side of the building. The image of a cyclist holding a surfboard hinted at a time to come when Santa Cruz County would be as renowned for cycling as for Santa Cruz. And so it is … and then some, thanks to the efforts of dedicated cycling advocates all over the county.

Shawn looks back at the past ten years and reflects, “For nearly a decade, Epicenter has been true to its mission to get more people on bikes. We’re all passionate about cycling. Bikes have been a huge part of my life and I can’t imagine a life without them. There’s just nothing like getting other people excited about bikes!”

A Commitment to Customer Care

We at Epicenter are proud of our positive, friendly environment with accommodating sales staff and knowledgeable mechanics. Both locations carry a wide range of bicycles and electric bikes, so you can rest assured that we have THE bike that’s perfect for YOU. We stand behind the brands we carry — including Trek, Electra, and Blix — as being those that ensure the most bang for your buck, offer the best warranty, and boast the coolest features in the industry.

Test rides are always free — no matter how many bikes you want to try out! We also offer the very best in accessories, clothing, parts, and service. Plus, we now offer an on-line reservation system for our bike rentals and a brand new shuttle service that offers a lift from our Aptos store to the world-class trails at Demo.

Celebrate with Us

Join us in celebrating our ten years as your local bike shop, and look for special deals and events throughout the upcoming year!

And if you're happy with the service Epicenter has provided you, the best “birthday gift” would be a positive review on Google and/or Facebook, and to vote for us as Best Bicycle Shop in the 2019 Good Times Best Of poll. We truly appreciate your business, support and friendship.

New MBOSC Trail Badge Supports Local Trails

The MBSOC Trail Badge is a sticker — a badge of honor really! — that you can proudly display on your bike, helmet, vehicle, etc. to show support of your local trails.

Epicenter Cycling is a proud supporter of Mountain Bikers of Santa Cruz (MBOSC).

Since 1997, MBOSC has been working hard to support responsible mountain biking in Santa Cruz County, preserving and expanding trail access. The 501(c)3 non-profit has evolved into a highly skilled trail stewardship organization with expertise in advocacy, trail and bike park design, construction and maintenance, volunteer enablement, and project funding.

How can YOU help MBOSC in its efforts?

Buy a Trail Badge!

The MBSOC Trail Badge is a sticker — a badge of honor really — that you can proudly display on your bike, helmet, vehicle, etc. to show support of your local trails.

The $20 cost of the Trail Badge goes directly to Santa Cruz trails and pump tracks. 100% of it! You can purchase it at our Santa Cruz store (coming soon to Aptos); inquire at the register. 

You can get also get your Trail Badge by becoming a member of MBOSC. All MBOSC membership levels include one Trail Badge, and the base member level is the same price as a Trail Badge. Join MBOSC here. 100% of your membership dues stay right here in the Santa Cruz area.


About Mountain Bikers of Santa Cruz (MBOSC)

Mountain Bikers of Santa Cruz (MBOSC) is a 501(c)(3) nonprofit under the Internal Revenue Code, Tax EIN: 77-0457425. The organization was founded in 1997 to support, preserve, and expand trail access and responsible mountain biking in Santa Cruz County, and has since become a highly skilled trail stewardship organization with expertise in advocacy, trail and bike park design, construction and maintenance, volunteer enablement, and project funding.

Santa Cruz Holds the Second Highest Bike Commuting Rate in US

Getting around town effortlessly with the Blix Aveny Step-Through. Photo courtesy Blix Bikes.

Getting around town effortlessly with the Blix Aveny Step-Through. Photo courtesy Blix Bikes.

How awesome is this? According to the League of American Bicyclists, the City of Santa Cruz holds the second highest bike commuting rate in the US. Read the City of Santa Cruz press release below for more information!

SANTA CRUZ, CA (February 7, 2019)  The League of American Bicyclists recently released a report that shows the City of Santa Cruz holds the second highest bike commuting rate in the U.S. at 13.2 percent just behind Davis, CA. The report, titled Where We Ride: Analysis of Bicycle Commuting in American Cities, uses the US Census Bureau’s 2017 American Community Survey to gauge the status of biking in cities across the country.

In the 2000 census, the City of Santa Cruz held a bike commute rate of 4.6 percent. By 2010, this had increased to 8.4 percent. The 2017 increase to 13.2 percent is based on the most recent data and shows progress that reflects the City’s investment in quality infrastructure and programs. Numerous transportation options within the City are promoted through the Go Santa Cruz initiative which includes encouraging residents to try biking and walking for their daily trips. 

“We are thrilled that all of our efforts to inspire biking here in Santa Cruz are qualified by the League of American Bicyclists report,” said Mayor Martine Watkins. “With more Go Santa Cruz projects and programs in the works, I think we will surely give Davis a run for their money for first place!”

Since 2011, the City has won more than $21.5 million in competitive grants for projects to improve biking and walking, including the Branciforte Creek Bike/Pedestrian Bridge, Arana Gulch Multi-Use Trail, and projects to improve safe routes to schools. Since 2015, the City of Santa Cruz has held the League of American Bicyclists title of “Gold Level Bicycle Friendly Community” meeting criteria based on engineering, education, encouragement, enforcement, evaluation and planning.

In 2017 the City launched Street Smarts, a traffic safety campaign for drivers, cyclists and pedestrians and in 2018 the City partnered with Jump Bikes to bring bike share to Santa Cruz. The bike share program has been well received since the launch in May with over 179,000 trips taken, traveling over 435,000 miles.

The City has a proposal in the works to further its percentage of bike commuters. Last month the Downtown Employee Transportation Demand Management program — a package of benefits and incentives that make it easier for downtown employees to choose not to drive to work — was approved by the Downtown Commission. It will be presented to the City Council on Feb. 12.

More information is available at cityofsantacruz.com.

Blix Dealer Spotlight

We’re proud to carry Blix electric bicycles, and we were thrilled to be chosen as January’s featured dealer! Here’s an excerpt from the Blix blog, and a link to the full Q&A with Epicenter’s owner Shawn Wilson. Enjoy!


Your Local Blix Dealer: Santa Cruz & Aptos, CA

Epicenter Cycling has been a supporter of Blix Bikes since the beginning and continually strives to support their bike brands and customers. They carry the largest selection of electric bicycles in Santa Cruz County.

QUICK FACTS

Local Shop:  Epicenter Cycling

Owner:  Shawn Wilson

Located:  Santa Cruz & Aptos, CA

                                                                 

Epicenter Cycling has been a supporter of Blix Bikes since the beginning. Located in Aptos and Santa Cruz, California, right down the street from our headquarters, Epicenter has shown dedication, knowledge, and experience with customers. As Epicenter Cycling continually strives to support their bike brands and customers, we found them to be a perfect fit for this month's Local Blix Dealer Spotlight.

Locally owned and operated, Epicenter Cycling offers two convenient locations with ample parking. Pictured here is the Aptos store located at 8035 Soquel Drive in the Village. There is also a store on the west side of Santa Cruz at 1730 Mission Street.

How did you end up in the fantastic world of bikes? 

Like many kids, I grew up riding bikes. By the age of 15, I knew I wanted my life to be centered around cycling. I raced downhill as a teenager, turning pro at 18. I commuted over the hill from Santa Cruz to Los Gatos for a part-time gig at a bike shop. This led to a full-time position as the store manager. When plans to co-own the shop fell through, I turned to my home turf in my quest to spread the cycling stoke. Epicenter Cycling’s Aptos location was born out of that quest. Its success inspired the opening of a location in Santa Cruz as well. For nearly a decade, Epicenter has been true to its mission to get more people on bikes. We’re all passionate about cycling. Bikes have been a huge part of my life and I can’t imagine a life without them. There’s just nothing like getting other people excited about bikes!

What is unique about your store?

Epicenter Cycling is unique in that we truly stand behind what we sell and the services we offer, and we genuinely care about our customers. Our knowledgeable, friendly crew are committed to providing solid pre-purchase guidance, and post-purchase support. We just want our customers to be stoked on bikes! Whatever we can do to enable that, we will.

If you could only cycle one last route before autonomous vehicles take over the world which one would it be?

Click here to read the rest …

Bike Rental and Shuttle Gift Cards Now Available

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Give the gift of STOKE this holiday season! We now offer gift cards for bike rentals, shuttles, and bike rentals with shuttles for an epic cycling experience.

Order on-line and choose whether to have the notification sent directly to your gift recipient or to you so you can present it yourself (tuck it inside a card or gift bag, or wrap it up in a box). Please note availability varies between our locations in Aptos and Santa Cruz.

Visit epicentershuttle.com to book a rental or shuttle for yourself!

Shuttle Gift Card

Looking for a gift for the mountain biker who seems to have everything? Gifting a shuttle is the ideal solution. Your gift recipient will catch a comfortable, scenic lift from our Aptos store to the top of the Forest of Nisene Marks State Park, from which point they can take on the renowned singletrack loops at Soquel Demonstration State Forest (Demo) before enjoying a beautiful descent through the redwoods back to the shop.

Shuttle 10-Pack Gift Card

A 10-pack of shuttles is the perfect gift for the frequent shuttler. Punch cards are kept on file at Epicenter Cycling in Aptos.

Rental Bike with or without Shuttle (Aptos)

Give the gift of adventure. Choose from top of the line full suspension carbon or hardtail mountain bikes from Trek, available for one day or 24-hour rental. Add on a shuttle to make for an even more epic experience on the bike! Please note, the shuttle runs from our Aptos location only.

Learn about the rental bike models in detail on our rental bike page. Click the button below for more information about and/or to purchase a rental bike gift card.

Full Suspension Carbon Mountain Bikes

  • Trek Slash 9.7

  • Trek Remedy 9.7

  • Trek Fuel EX 9.7

  • Trek Women’s Fuel EX 9.8

Hardtail Mountain Bike

  • Trek X-Caliber 8

Rental Bike (Santa Cruz)

Our Santa Cruz location offers a wide range of top of the line bikes from Trek, available for one day or 24-hour rental. Please note, there is no shuttle from this location.

Learn about the rental bike models in detail on our rental bike page. Click the button below for more information about and/or to purchase a rental bike gift card.

Full Suspension Electric Mountain Bike

  • Trek Powerfly FS 7 Plus

Full Suspension Carbon Mountain Bikes

  • Trek Slash 9.7

  • Trek Remedy 9.7

  • Trek Fuel EX 9.7

  • Trek Women’s Fuel EX 9.8

Hardtail Mountain Bike

  • Trek X-Caliber 8

Road Bikes

  • Trek Domane SL 6 Disc

  • Trek Domane SL 6 Disc Women’s

Comfort Bikes

  • Electra Cruiser 7D, Step-Over

  • Electra Cruiser 7D, Step-Thru

Mountain Bike Shuttle Service

Catch a comfortable, scenic lift from our Aptos store to the top of the Forest of Nisene Marks State Park, from which point you can take on the renowned singletrack loops at Soquel Demonstration State Forest before enjoying a beautiful descent through the redwoods back to the shop.

Read More

Bikes Change Lives

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Epicenter Cycling loves sharing inspirational cycling stories on our website and on social media.

Follow us on Facebook or read the posts below.

Have a story that you'd like to share? 
We'd love to read it! Check out the info below the "Stories" section on this page, and find out how you can inspire others for the New Year!

 


Stories


Let's Hear Your Story...

Share your story and inspire others to take up cycling and turn their lives around! If you don't have time to write your story, we can write it for you. All you have to do is schedule an interview with us via email. Please send your info. to ccovello@epicentercycling.com.

Here are some questions that could be good starting points:
 
- Was there a moment in your life when you experienced the switch from a "person who owns a bike" to a "cyclist or bike" person'?
- Is there a rad person in your life who you never would have met without bikes? 
- What's your favorite only-accessible-by-bike place in the world and why?
- Or, more generally, why bikes?

Those are just suggestions, feel free to branch off as you please. Also, if you have pictures of you and your bike, those will be useful.