It’s not hard to spoil a new bike. When most of us track the status of a new, multi-thousand-dollar package on FedEx or UPS, we don’t think about how exciting it is to adjust the suspension or adjust the height of the stack and saddle. We’re thinking about how fast we can slap it together and take the new bike to the trails.
What lies in the process is disappointment with a new bike due to a simple setup error. Maybe the fit is off, maybe the bounce is too fast or the pressure is too high. Alchemy Bikes, now based in Golden, Colorado wants to prevent this from happening and they want to treat you to good beer and tacos while helping out with your new bike order.
The boutique brand, which deals in high-end carbon fiber and titanium bikes, recently moved its headquarters from Cherry Creek, Colorado to Golden giving it better proximity to mountain bike trails (and mountain road riding) and a great location for coffee and breakfast or beer, cocktails, and dinner. The new shop is called Alchemy Ride Experience Center, or AREC for short.
The store is in a plaza off I-70 and Morrison Road next to the Origin hotel, with Nomad Tacos on the first floor, Over Yonder Brewing, Vice and Launch Coffee. I happen to be a local in the area and find myself here quite often either before a ride in the high country for coffee and breakfast (a fitting name) or afterwards for a beer and food.
Alchemy Bikes and Simbol PR invited a group of media people to check out their new digs and new bikes.
The new showroom is modern and welcoming. Beautiful carbon and titanium bikes from Alchemy make up the best part of the décor, and there are leather sofas where you can peek into a magazine and coffee or sit at the bar for a beer sourced from Over Yonder.
The gist of the program is the following: Riders who purchase a new Alchemy bike are offered a night at the Origin Hotel, a test ride, bike fit, bike and suspension setup assistance, a gift card to Over Yonder Brewery, a burrito, a coffee launch, and a swag bag with shirt, hat and mug Glass and more. Tacos are not included but it would be foolish not to try the Nomad’s menu with a free night at Origin. The program is called DARE to Ride Golden.
Then of course there are plenty of options for testing the bike before taking it home. There are a few trail networks within the riding distance, including Matthews Winters, Dakota Ridge, Green Mountain, and Apex Park that all vary in style and difficulty.
I took the Arktos 150 for a short ride through the Argos Trail in Apex and came back downhill. It was my first time riding an Alchemy and the Sine suspension felt efficient and responsive, and the bike gained speed quickly on the descent.
When the bike and rider are ready to go, riders have the option of driving it home or having it shipped fully assembled with Kitzuma. Shipping options also include FedEx and Beeline.
It is a very elegant and unique program for the direct-to-consumer bicycle space. Professional assistance while ordering a great new bike, and the other treats are icing on the cake. Alchemy plans to launch the program in mid to late July 2022.