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Specialized Concept Store Opening in Michigan

Published May 4, 2011

GRAND RAPIDS, MI (BRAIN)—Longtime Specialized dealer Village Bike & Fitness is holding its grand re-opening tomorrow, ushering in a new chapter in the shop’s long history in the greater Grand Rapids, Michigan community.

Since opening in 1974, the shop has been a fixture in its community, most recently becoming known with local riders at the bike fit destination, drawing riders from all over in search of performance and comfort on their bikes.

In fact, when the shop was organizing festivities for its grand opening celebration of the Jenison, Michigan Concept Store renovation, one of the world’s top authorities in bike fit committed to attend in recognition of the event.

“Andy Pruitt doesn’t attend just any event,” said Nichole Perrin, Specialized USA retail services manager. “We approached him about attending the grand opening of Village, and because of depth of talent and commitment to BG FIT that the store has, he agreed happily.”

Pruitt, who is credited with creating the BG FIT process, the only recognized bicycle fit certification method in the world, maintains a busy schedule balancing ergonomic research and education that rarely includes promotional visits.

So deep is Village’s fitting obsession that Phelps and Cory Bultman, half of Village’s four fitters, are two of just 35 nationally to have completed all three levels of BG FIT education to become Certified Master BG FIT Technicians.

Currently, Village Bike & Fitness consists of four shops throughout the greater Grand Rapids area and has been named as one of the country’s top 100 dealers numerous times.

Phelps opened the first Village Bike and Fitness almost 38 years ago, and was joined in 1989 by Pam Kruse when the pair became business, and life partners. Since then, this partnership with Specialized to open as a Concept Store is the biggest step the shop has taken.

The newly-opened store’s 8,200 square-foot former grocery store features 15-foot ceilings, a 5,700 square-foot sales floor and a dedicated professional BG FIT studio.

“We’ve also felt like we’ve been partnered with Specialized already, so this partnership felt natural,” Phelps said. “We’re especially excited about the idea that, by becoming a Concept Store, we will now become even more of a destination shop, attracting riders from well beyond our immediate area.”

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