ORANGE, Calif. (BRAIN) – Southern California retailer Mark Smits has announced his partnership with Sho-Air Cyclery and Ridebiker Alliance, marking the first expansion into Orange County for Smits' Incycle Bicycles.
Smits and his partner Dominic Galenti, who own and operate four Incycle Bicycles locations in Los Angeles and San Bernardino Counties, have taken an ownership stake in Sho-Air Cyclery in Orange, Calif.
Sho-Air International president Scott Tedro opened the store last summer. It has been rebranded as Incycle/Ridebiker Alliance Presented by Sho-Air to reflect the new partnership.
A fixture in the Southern California mountain bike race scene for several years, Tedro also founded Ridebiker Alliance, which helps cyclists establish and manage clubs and riding groups, as well as Team Cannondale Sho-Air.
"Tedro has done so much for mountain biking in Southern California," Smits said. "He puts endless amounts of energy and money into supporting racing and events, like the US Cup at Bonelli Park last weekend, and we share the same passion."
"This is a good way for us to join forces and give back to cycling," Smits added.
The Ridebiker Alliance Presented by Sho-Air moniker will be added to the branding at all Incycle locations, but Smits said the partnership with Tedro is solely for the Orange County store. Cannondale will remain the store's main supplier, but Smits said he plans to bring in other brands.
While Smits will be heavily involved in the day-to-day at the Orange County location, he said he has no plans to change staffing or management.
"They have an awesome staff, so there is no reason to change that up," Smits said. "But we'll help with balancing inventory, etc. It's a small footprint, with the Sho-Air Team and Ridebiker Alliance also working out of that space, so we'll keep it boutique-style."
"It's a big challenge, but it'll be an awesome one," Smits added.
