EL DORADO HILLS, CA (BRAIN) — Just ahead of its three-year anniversary, Folsom Bike has expanded to a second location with the opening of Town Center Bike & Tri.
While the new location has a greater emphasis on triathlon than the Folsom store, with a large selection of wetsuits, goggles, running shoes and other tri apparel, it’s still a full-service family shop, noted owner Erin Gorrell.
“The philosophy of our store is I want it to be the Nordstrom of bike stores, where it’s a real high-end-looking shop but it’s also a very homey and welcoming environment,” she said. That hominess is reflected in the plush customer lounge area with couches, coffee table and shag rug, as well as the bar stools and counter overlooking the service area.
The shop adds Trek and Pinarello to Gorell’s bike lineup that includes such brands as Giant, Felt, BMC, Cervélo and Redline. The Folsom location now carries Trek as well, though not Pinarello. Also new at Town Center: a full selection of Oakley eyewear.
The 6,000-square-foot store is in the heart of El Dorado’s family-friendly Town Center shopping and entertainment district, with foot traffic coming in from popular bistros, movie theaters, a farmer’s market and an amphitheater. “It’s newer but it has the feeling of an Italian village, like something in Tuscany,” Gorrell said.
Town Center Bike and Tri is also positioned to capitalize on the burgeoning multi-sport market in Northern California, home to events including the Tri for Real series, Xterras, numerous duathlons, Icebreaker swims and, beginning in 2013, the Tahoe Ironman.
“It’s grown tremendously here, and no other shop in our area focuses on tri,” Gorrell said.