LAGUNA NIGUEL, CA (BRAIN) — Southern California chain Jax Bicycle Center is relocating its Mission Viejo store about five miles away to a new location in Laguna Niguel that will be more conducive to staging rides and demos directly out of the shop.
The Mission Viejo shop sits on the inland side of Interstate 5 on a busy crossing that has raised safety issues for test and group rides. The Laguna Niguel location, set to open in February, sits directly on popular bike lanes as well as the paved Aliso Creek Riding and Hiking Trail. For mountain rides, it’s just a brief coast downhill to the dirt trails of Aliso and Wood Canyons Wilderness Park.
The new shopping-center setting also boasts abundant parking as well as a Starbucks and several quick-serve restaurants for pre- and post-ride fuel-ups. “As a retailer, you really can’t ask for more,” said general manager John Cary.
Jax is building out the new location as a Trek concept store in partnership with its longtime primary brand, which is assisting with the build-out. “For us, Trek brings a lot to the table. They have a lot of diversity to their brand,” Cary said.
BMX models from Mirraco, Haro and Fitbikeco, as well as Electra cruisers, fill out the bike lineup.
The move also presents the opportunity to beef up the shop’s bike fitting services, with a new dedicated fit area featuring a slat wall hung with a variety of cockpit options. An experienced bike fitter going back to his days at fit specialist Sundance Cycles in Agoura Hills, Cary plans to have at least three Trek-certified fitters on staff in Laguna Niguel.
In advance of the opening next month, Jax is staging a Trek road and mountain demo at Aliso and Wood Canyons this Saturday, Jan. 26, where it will hand out coupons for 15 percent off a new bike, Cary said.