OAK PARK, IL (BRAIN) — Chicago triathlon specialty retailer Element Multisport is looking to serve a broader customer base with its new store, Element Cyclesport, in Oak Park, Illinois.
Owner Chris Vassiliades, a triathlete who has competed in Olympic-distance and full Ironman events, grew up in Oak Park and hopes to make Element Cyclesport the go-to bike shop not only for road, mountain and tri enthusiasts, but casual riders, commuters and families. “It’s one of those things where we’ll figure out what the neighborhood needs,” said Vassiliades, who was motivated to expand into his old neighborhood after a bike dealer closed a few months ago following 20 years in business in Oak Park.
The shop is situated in a high-traffic area that not only has a bike lane, but is a major arterial to downtown Chicago, Vassiliades noted.
With more space than at his Chicago tri boutique, which he opened in 2008, Vassiliades can display more than 50 bikes on his sales floor and keep an additional 60 at the ready on hooks in his basement. The new location also allowed him to pick up Trek as his primary bike brand, with the company providing input on shop design and fixtures. Scott and BMC round out the bike lineup.