#United States #Seattle #Cycling #REI Co-op #Rocky Mountain

REI Co-op Expands Cycling Offerings

REI Co-op, America's top retailer for outdoor gear, is set to enhance its cycling product range, introducing premium brands that target passionate cyclists across the nation. This strategic move aims to elevate the cycling experience by providing customers with a wider variety of high-quality bicycles and related gear.

Alicia Applegate, divisional merchandising manager at REI, emphasizes the co-op's commitment to welcoming all types of cyclists, from beginners to seasoned riders. By broadening the selection in their cycling shop, REI intends to make top-tier cycling products more accessible for their members. As part of this expansion, several new brands will be integrated into REI’s already extensive cycling assortment.

Among the exciting new additions is Rocky Mountain, a brand renowned for its top-performance mountain bikes. These bicycles, built to master tough terrain, will include models like the Altitude, Element, Instinct, and Growler, available in select REI stores as well as on their website. Chris Newlin, the US Sales Director at Rocky Mountain, celebrates this partnership, highlighting how REI's expansive service and technical support complements their distribution, making their bicycles more accessible to a broader audience.

In addition, Van Rysel, a prestigious brand based in Lille, France, specializes in precision-engineered gravel and road bikes. Starting April 2025, REI will exclusively retail Van Rysel gravel bike models in the U.S., followed by aluminum road bike models later in the year. Catherine Bhattachar, Chief Marketing Officer of Decathlon USA, underscores how REI’s approach to cycling, alongside its dedication to inclusivity in gravel riding, makes them the perfect ally for Van Rysel’s U.S. launch.

Other noteworthy brands that will join REI's cycling lineup include Swift Industries, acclaimed for its meticulously crafted bike bags that cater to adventure cyclists, Stio, which provides premium outdoor apparel for cycling enthusiasts, and Peppermint Cycling, recognized for stylish and functional apparel aimed at empowering female cyclists.

REI is not merely increasing its product offerings; it is also enhancing its bicycle service capabilities. The retailer has formed an authorized service partnership with Canyon Bicycles and has partnered with DirtLabs Suspension to provide premier off-site mountain bike suspension services. This move strengthens REI’s commitment to delivering comprehensive cycling services, ensuring that riders receive expert maintenance no matter where their adventures lead.

As part of its drive to cater to all riding styles, REI continues to stock a wide variety of mountain, road, gravel, hybrid, electric, and kids’ bikes, which cater to every level of rider. New this spring, entry-level riders will find exceptional value in the curated Co-op Cycles lineup, featuring models like the DRT 1.1 Mountain Bike, priced at $599 for those starting out, and the DRT e1.1 Class 1 electric mountain bike, priced at $3,199 for those seeking enhanced performance.

In addition to the benefits of high-quality products, REI members enjoy exclusive perks, such as 10% back on eligible purchases, 20% off bike shop services, and discounts for workshops aimed at improving cycling skills. The co-op offers a range of classes, from flat tire repairs to comprehensive bike maintenance, making it easier for every member to refine their cycling techniques.

Beyond individual benefits, REI remains dedicated to promoting cycling culture through its Cooperative Action Fund, a nonprofit initiative established to provide grants aimed at enhancing access to cycling and improving trail infrastructures. By continually fostering cycling initiatives, REI aims to create a thriving community centered around biking.

With its comprehensive offerings and member-centered focus, REI Co-op not only meets the needs of diverse cyclists but also enriches the overall biking experience across the United States.