The Pro's-Life

Every cycling man and woman should treat themselves to the Pro life on occasion. Rewarding yourself with a two-hour massage after a hard training ride is one of the simple pleasures of living the Pro life. A trip to Whistler or Moab for MTBers, or a riding vacation to Italy, Belgium, France, or Spain for roadies is a sure way to steep the soul in the essences of the Pro life. Getting some athletic testing and a training program from a local expert cycling coach can give riders that view into a world of dedication only shared by a few individuals at the top of the fitness hierarchy. Even answering the self-dare to sign up for a few races or ultra-distance organized rides can momentarily speed riders into that elusive elite Pro lifestyle.

But there’s even an easier way to sample the Pro life: visit Bicycle Emporium, a truly Pro bike shop in Auburn, California. One step into the door and a quick look around are enough to convince riders to spend time investigating all the aspects of Pro-ness offered by owners Bill and Michelle and their elite class of knowledgeable lieutenants, who can help you choose and maintain equipment that will propel you into those transitory moments when you glimpse the lifestyle enjoyed by many and loved by all who do. Bill, Michelle, and the guys will even help you make those elusive passages come frequently and faster.

Give me a few moments to me explain why a visit to Bicycle Emporium gives me that Pro buzz. Oh, yeah, it’s the rows and rows of bicycles suiting every level of ability and price range; and the sculptural wheelsets hanging for yards along the ceilings; the solidly-crafted components you drool for while perusing the thoughtfully laid display cases; even the practical and stylish clothing that would fill a smaller shop to the point where there wouldn’t be any room left for bicycles. Car racks, pumps, packs, tires, tools, even a kids’ section assure riders that this place has the right attitude, the Pro attitude, the attitude that says, yes we have it and yes we want to see you smile when you enjoy sharing our way of life.

But for me there’s even another level of Pro-ness I’ve witnessed for years at Bicycle Emporium: the way Bill, Michelle, and the guys project themselves into your concerns while taking care of your cycling needs.

Whether it’s mechanics who combine a lifetime passion for European Pro racing with the most up-to-date repair and maintenance techniques and equipment, or thrill-driven MTB exploits expounded by a shop manager who was there to experience it firsthand, or a cycling professional who knows the intricacies of riding equipment because he uses it to win Pro titles in road racing. Even Bill, who’s not only participated, promoted and sponsored road and MTB racing for over twenty years, but is truly a master technician that can diagnose and repair bicycles with McGuyver-like genius, can craft inventive solutions that give other shops convulsions trying to understand. Sure, those are all universal indications of a truly Pro bicycle shop, rare in this world of single-maker theme franchises and "yeah I want to run a bike shop too" strip mall pretenders.

But there’s an even deeper depth of understanding and service to be had when you deal with Bicycle Emporium, something unheard of in lesser shops: these people can provide the rider with almost any current small part or way to fix the "unfixable," produced like magic from some drawer, bin, or shelf. I have gone in there countless times with a need for small parts for repair or replacement and left with an idiot grin from ear to ear because I got what I wanted.

Helmet pads for a 2004 Giro Atmos helmet? Whoosh—out comes a plastic case with several sets of Giro replacement parts. A lock ring for a Campy 13-tooth gear cassette? A drawer slides open and after a moment of scanning through hundreds of small parts presto—here you go! Derailleur pulley wheels? Yep, easy. Chris King headset caps? What color? A broken bolt on a seatpost that would be utter hell to replace? Maybe finding one would be about as easy as climbing Stagecoach on a summer day after a four hour epic, but Bill can give you a way to fix it without spending the money to buy a new seatpost.

If Bicycle Emporium can’t produce it immediately, they have the connections to get it. It takes many years of experience with the business to handle and maintain a vast inventory of small parts, along with a vaster range of bikes and equipment. It takes even more experience to be able to answer arcane questions about how to get the most riding out of your equipment. Bicycle Emporium provides that uppermost level of service to help you enjoy the Pro riding experience.

By Trevesino