As usual, Dean’s writing is inspirational and hits the nail on the head. It hits home on a lot of feelings cyclist I know have towards the great importance of local bike shops and how this affects them. I don’t want to be in an ecosystem where I don’t have a great relationship with my local shop. Local bike shops should have the ability to on a level playing field, provide service and help to both new and experienced cyclist. This interaction is beneficial to the cyclists, shops, and brands as it helps start the relationship on the right track, with a personal touch.
My favorite memories with cycling have little to do with metal, carbon, or rubber, but rather the people that make up bike shops and community.
Well done Dean, Trek not so much.