A version of this feature ran in the November issue of BRAIN.
ASHEVILLE, N.C. (BRAIN) — Walking around the first Crafted Bicycle & Gear Show here during the last weekend of September offered plenty of eye candy for the cycling aficionado and industry observer among the 40-plus exhibitor booths. From custom steel framebuilders, to boutique component manufacturers, to even a prototype titanium 32-inch wheel singlespeed, which the Litespeed reps were eagerly offering anybody of any physical size to test ride.
But it wasn't all about the latest and greatest. Matt Pascall, representing his homegrown business, Cognizant Cycles, was there among the big boys like Litespeed, Industry Nine, Boyd Cycling, Thomson, and Cane Creek Cycling Components, which hosted the Crafted show.
At Cognizant Cycles, which is based in his backyard in Mooreville, about two hours east of Asheville and just north of Charlotte, Pascall does repairs, restores vintage bikes, builds wheels, and preps race bikes. He's worked on everything from wheelchairs to recumbents to Quintana Roos tri bikes. When he's not behind the workstand or bench, he takes people bikepacking.
"I really just want people to see that you don't have to do extravagant things," Pascall said. "I think being diversified should resonate with a lot of the other vendors. A lot of them started in the garage. A lot of them started small. My goal is to stay small, but to have a big impact in the way of just doing it well, so people will notice."
Pascall has a background in banking and also worked in the automotive industry before entering the cycling industry. He began as a mechanic at REI Co-op and moved on to run a bike shop with multiple locations in the Huntersville, North Carolina, area. After he and his wife Rigby began fostering kids — adopting two, one with special needs — Pascall wanted to continue to work in the profession but needed to stay closer to home.
"The city of Mooresville has been very nice to me for letting me have a business like that in my backyard," he said.
While capable of serving the more serious cyclist, Pascall said his typical customer is "the mom and pop with beach bikes."
"It's very personal. My customers know about my kids; they know about my life. So I have a pretty big circle just from being in Charlotte for so long. The end goal is really just to make sure people can ride when they want to, making sure I can provide for my kids, and I'm still able to do something I really enjoy."
He's planning to expand his business to include steel framebuilding, primarily mountain and town bikes, with R&D currently being done on some concepts. "I need people to ride and break them. Tell me things I need to fix," he said, while noting he's manufacturing custom racks and even leather goods, like fender mudflaps.
"I think what's going to set (my frames) apart is I want it to be a little bit more attainable," Pascal said. "So not necessarily budget, but I want to make them a little more price friendly."
Crafted Bicycle & Gear Show
The inaugural Crafted Bicycle & Gear Show attracted 40-plus exhibitors outside Cane Creek Cycling Components’ headquarters near Asheville, North Carolina. According to Cane Creek, almost 3,000 people attended the two-day show on Sept. 26-27. Exhibitors included component manufacturers, handmade and bespoke frame builders, and outdoor industry brands.
Events included workshop discussion from builders and industry professionals, Cane Creek factory tours, group rides, and the North Carolina Cyclocross race.
Cane Creek said its region inspired the decision to hold the show.
“We are situated in the Southeast with an often forgotten but lively cycling industry. We have so many partners that fall into that handmade and small frame builder’s category down here, and they deserve to be celebrated and highlighted,” said Cane Creek’s OEM Sales Manager, Bryan Flack.
“The cyclists that ride here in the Southeast are also eager to meet like-minded frame builders and see the incredible bicycles they make. There are other handmade bike shows out West or in Europe which are great, but we wanted to celebrate and highlight those frame builders in our backyard, on the East Coast, and the Southeast.”
Next year’s show is scheduled for Oct. 2-3.
Read about another vendor at the show, the Fine Bikes' framebuilder who has a loyal Instagram following and relishes showing off his steel bikes at shows.
