Solidifying its commitment to cycling, Sho-Air International has announce that it will open a bicycle retail store in the city of Orange in Orange County, California. The new store is aggressively targeting an opening date of early February 2014.
“This new store will meet the needs of this area of Orange County while serving as a base of operations for our Sho-Air/Cannondale cycling team,” said Sho-Air President Scott Tedro. “Partnered with the Cannondale and GT brands, we are confident that the store will be a resounding success. As we do in our current core trade show and shipping business, we will strive to exceed the expectations of our customers and pay back the commitment of our partners.”
Also in the news from Sho-Air was that Sho-Air International is reorganizing its cycling segment, currently known as the US Cup, under the newly-named Sho-Air Cycling Group. Sho-Air International’s new bike store business venture compliments its current cycling endeavors, which include the following: title sponsorship of a professional mountain bike racing team known as Team Sho-Air/Cannondale; sponsorship of a professional road racing team known as Cannondale Pro Cycling; and a highly acclaimed national-level mountain bike race promotions company operating as the US Cup. Furthermore, Sho-Air International supports, through its sponsorships, various cycling teams and major cycling events such as the Sea Otter Classic and the Whiskey 50.
“When we started our sponsorships 10 years ago, many people were skeptical of our commitment,” said Tedro. “The cycling industry is perhaps used to seeing sponsors come and go, but we’re still here and more committed than ever. The store opening is something I’ve personally wanted to pursue for some time. It’s a rare occasion when an outside sponsor actually enters the segment to represent and do business with its partners.”
Sho-Air Cycling Group will soon announce exciting news about its race management schedule following a recent meeting at its Huntington Beach offices with USA Cycling’s President Steve Johnson.
Even more interesting than the news of a new Sho-Air retail store (that is huge news on its own), is the last statement about a meeting between Sho-Air and U.S.A. Cycling's President Steve Johnson. Does this signal a thawing of the often icy relationship between Sho-Air and U.S.A. Cycling? If that is the case, better things could be ahead for mountain bike racing in America. We will keep you posted as we learn more.