San Francisco's The New Wheel to host e-bike festival this weekend

SAN FRANCISCO (BRAIN) — Bay Area retailer The New Wheel is organizing an e-bike festival that will include demos, complimentary breakfast and workshops. The Super Bicycle Festival will be held at The New Wheel's Larkspur Landing store on Saturday, May 5, and Sunday, May 6.

"I think building the culture around the new part of the bicycle market and this type of customer is important. It's been in the works for awhile," said Karen Weiner, co-owner of The New Wheel. "We started brainstorming the idea for a festival based on the e-bike expo that traveled around the U.S. last year. And after having a big grand opening party for our Larkspur Landing store, we knew it would be possible to do this, and that we also have a draw. As far as we know, Super Bicycle is the only event of its kind put on by a retailer. "

About 70 bikes from a variety of brands will be available to demo, and guided rides will take place throughout the weekend. Attendees will also have the opportunity to interact with several brands during Meet the Makers sessions. Riese & Müller co-founder Haiko Müller and co-owner Sandra Wolf, Faraday's Adam Volner and others will give presentations and field questions from the audience.

"We're really trying to elevate the people designing e-bikes as well as the companies who are leading the industry," Weiner said.

The event is free, with the exception of lunch. Breakfast and coffee from Good Eggs Organic Grocery Delivery will be served from 9-10 a.m. both days, and lunch prepared by local chefs will be available for purchase on-site. Craft beverages from Lagunitas Brewery will also be available for purchase, with proceeds from all beverage sales benefiting the Marin County Bike Coalition.

The New Wheel will also have demo bikes and overstock accessories on sale, and attendees can also take advantage of family cycling and commuter workshops throughout the weekend.

In addition to its Larkspur Landing store in Marin County, which opened in 2016, The New Wheel has operated its San Francisco shop since 2012. The company employs 17 people across both locations and sells e-bikes from Riese & Müller, Benno, Faraday, Brompton, Gazelle, Stromer and several others.

To learn more about Super Bicycle, visit superbicycle.org.