Steve Frothingham

Steve is in his second stint at BRAIN. He was here at the beginning in 1992 while still working for a bike shop in Santa Fe, N.M. He wrote several articles for BRAIN's first issue and later joined the staff, eventually becoming managing editor and then executive editor.

After leaving BRAIN in 1997 he worked for several news organizations including The Associated Press and VeloNews before rejoining BRAIN as web editor in 2011.

He is based in Longmont, Colorado, and is an enthusiastic (and slow) road, mountain bike and cyclocross rider.

All articles by Steve Frothingham

September 6, 2018
Photo from the grand opening of Decathlon's San Francisco lab store in April.

SAN FRANCISCO (BRAIN) — The world's largest sporting goods retailer — which does considerable business in cycling — plans to open a 47,000-square-foot store in Emeryville, California, in the spring. The planned location is in a former Toys R Us store and will join Decathlon's "lab store" in San Francisco, which it opened in April.

Posted in Retail News
September 5, 2018

HELSINKI (BRAIN) — Amer Sports says its Mavic cycling business is "under review" as Amer updates its strategy and looks to focus its portfolio of brands, which includes Salomon, Arc'teryx, Peak Performance, Atomic, Mavic, Enve, Suunto, Wilson and Precor.

Posted in International
August 31, 2018
Part of Apache Bicycles' 2018 Eurobike display.

COLORADO SPRINGS, Colo. (BRAIN) — Apache Bicycles, a 17-year-old bike brand based in the Czech Republic, is planning some changes to its marketing, which outraged many on social media in recent weeks.

Posted in International
August 28, 2018
Limited numbers of bikes with the new $2,000 upgrade are hitting the market, allowing Fox and bike brands to educate retailers on it.

SCOTTS VALLEY, Calif. (BRAIN) — "The system is complex, but what you get is simple," Fox says in its marketing. But how hard is it for dealers to set-up, tune and service the complex system?

Posted in Product/Tech
August 28, 2018
The company said its tire production capacity will be increased by 40 percent before the spring selling season.

BANGKOK, Thailand (BRAIN) — Vee Rubber Corporation, the parent of Vee Tire Company, is adding staff and expanding capacity at its Thailand factories as U.S. brands look for alternatives to Chinese production.

Posted in International
August 24, 2018

PHILADELPHIA (BRAIN) — Advanced Sports Enterprises is consolidating some back end functions at its two e-commerce brands, Nashbar and Performance. The two brands are moving toward operating on the same inventory system and consolidated warehousing.

Posted in Retail News
August 23, 2018
Photo courtesy of Gita.

CALDONAZZO, Italy (BRAIN) — An Italian cycling site, cyclinside.it, is reporting that famed framebuilder Dario Pegoretti died Thursday following a heart attack.

Posted in International
August 23, 2018

CANTON, Ga. (BRAIN) — Brian Drebber, a longtime announcer for bicycle races and other events, died Thursday after colliding with a deer while riding a motorcycle here.

Posted in Industry News
August 23, 2018

BOULDER, Colo. (BRAIN) — Charlie Cooper has left PeopleForBikes, where he had been vice president of membership and development since 2014.

Posted in Industry News
August 23, 2018
As e-bike tariffs take effect and low-level negotiations resume, more bike industry executives speak in Washington.

WASHINGTON (BRAIN) — More bike industry members plan to tell a multi-agency committee that proposed tariffs will harm the industry and consumers and not achieve the adminstration's stated goals.

Posted in Industry News

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