BOULDER, CO (BRAIN) — Trek Store of Boulder has been acquired by Elevation Cycles owner Nick Howe, former global road brand manager for Trek.
Howe left Trek in April after three-and-a-half years with the brand to purchase Bicycle Peddler in Highlands Ranch, Colorado, which he overhauled as Elevation Cycles, a Trek concept store. His partners include subsidiary owners Mike Swafford, a 14-year veteran of Wheat Ridge Cyclery, and Gavin Hayes, who served as brand manager at Spot Brand for five years.
When the owner of the Boulder store looked to exit the business, Trek approached Howe about taking over the location, also a concept store. Both locations additionally carry bikes from Rocky Mountain, Look, Independent Fabrication and Ibis. “But we’re a Trek-dominant store for sure,” said Howe.
Unlike at Highlands Ranch, which required a complete remodel, Howe’s move into the Boulder location was pretty much turnkey due to Trek’s significant investment under the previous owner. “There were some functional changes we made about where we merchandise some things, but overall we didn’t have to make many significant changes to the store,” he said.
Howe is no newcomer to the Boulder retail scene. Before his time at Trek, he owned Sports Garage with Chris Jacobson and operated Colorado Multisport. He first cut his teeth in retail as a salesperson at Wheat Ridge Cyclery.