SANTA CRUZ CA (BRAIN) Friday April 13 2012 2:23 PM MT—Epicenter Cycling in Aptos, California, has expanded to a second location in Santa Cruz. A grand opening is planned for May 5.
Owner Shawn Wilson opened his Aptos store in November 2009 as a Trek dealership. He also carries dirt-jump bikes from Transition—a natural fit given that Aptos is home to the Post Office jumps, breeding ground for numerous pro riders. Wilson, a downhill racer, also grew up riding the famed big-air spot.
After Wilson saw success with the Aptos store, Trek approached him about establishing a presence for the brand on Santa Cruz’s Westside. He zeroed in on a 7,000-square-foot space with high visibility; Trek chipped in with fixtures and other assistance.
Wilson built out the space with a large fit area, a Fox suspension corner to educate customers about shock setup, a lounge area with a couch and flat-screen TV, and a Trek Project One custom-paint area. His fiancée, Kazia Pennino, designed the women’s clothing section.
Wilson opened the doors in early April, and is happy to be expanding his partnership with Trek. “We’re fully representing them because there are five Specialized dealers in town and they kind of pushed Trek out of the market for a while. Trek bikes are phenomenal and they’re an amazing company to work with,” he said.
Over in Aptos, the Epicenter crew recently finished shoring up the public pump track by the shop in preparation for this weekend’s Santa Cruz Mountain Bike Festival, expected to draw 4,000 riders and spectators.
The pump track has been instrumental in getting local riders both young and old out on BMX and mountain bikes. “Hundreds of kids, even on Strider bikes, are out there shredding. We’ve got 50-year-old dads and kids riding together. Some of the kids have GoPros facing them on their handlebars. You should see the looks on their faces,” Wilson said.