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High-end road shop in Boulder closes for now

Published May 22, 2014

BOULDER, Colo. (BRAIN) — Pro Peloton Cyclery, a longstanding shop in Boulder, Colo., is closing its doors. The shop put up a sign Monday announcing the closure. In business since 1998, Pro Peloton offered professional fitting, bike rentals and custom-built bikes. It sold mostly high-end road and some cyclocross bikes from brands such as Mosaic, Parlee, Pegoretti, Niner and Pinarello.

It was also a Campagnolo Pro Shop for service, and certified to service Shimano and SRAM road and mountain components.

Pro Peloton was under a new owner, Shawn Rucks, since August. Rucks couldn’t be reached for comment, but Mike Sherer, the shop’s mechanic, was still answering phones Thursday. Sherer was finishing up some of the custom builds. “We sold plenty of bikes, but it just wasn’t up to his standards,” Sherer said. “The business model wasn’t working for him. He was putting too much money into it and not getting much out of it. It was an investment that he wasn’t getting what he was hoping for.”

In an email to BRAIN, Rucks said he was close to selling the business, which will retain the same name, business strategy and commitment to its customers.

On its website, the store claimed to be “one of the oldest bike shops in Boulder.”

Its business model is summarized on the website:

“From the beginning, we realized the importance of fitting a rider to a custom bike, and built our business model around it. Let’s just say that we were doing fitting way before it became the industry norm. We were also one of the first to recognize the benefits of power meters. Whether it’s a new wheel, custom frame builder, top-end electrical components or computers, rest assured we’ve done the research, tested them on the road and have brought the best to our customers. 15 years after opening the doors at Pro Peloton, our mission remains the same: to provide high-end custom bike sales and services to our discerning customers.”

The store claimed to have built a reputation for serving local professionals as well as top amateurs and recreational cyclists in road, triathlon, 'cross and track disciplines.


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