South Africa has a rich cycling history dating back to 1892, when the South African Amateur Cycling Union was established. It almost sounds like the beginning of time, doesn’t it? Since then, we’ve had plenty of local talent bringing back Goldware from some of the most prestigious road, mountain biking and track racing events around the globe. For me, growing up and enjoying the youthful fruits of bicycles and cycling was made even more inspiring when seeing local riders like Greg Minnaar winning multiple UCI Downhill World Championships and Daryl Impey flying the SA colours and yellow jersey at the Tour de France. The pioneers of yesteryear have given the rest of us South Africans a microscope and a ticket to the cycling moon and back, and the results are evident, as evidenced by Alan Hatherly’s recent win of the UCI Elite Men’s Cross-country (XCO) World Championship in Crans-Montana, Switzerland.
It’s not just about the rider or the teams, but also the much-forgotten bike and manufacturer that gets them to the finish line. Just like South Africa, Trek has a very inspiring history dating back to the late 1970s. From two men enjoying a casual beer at a pub over light conversation quickly brewed into the now popular bicycle brand Trek. I never knew this, but did you know that one of the founders, Bevil Hogg, was a South African? Bevil owned a bicycle store in Madison, Wisconsin and was looking for an investor and along came Dick Burke. The rest is history, as they say.
What started as a small operation out of a garage has grown to include over 5,000 independent dealers globally, with Trek distributing its products to more than 90 countries. The original ethos still exists today, and the ethos is that, to succeed, you cannot just sell any brand; you need something special. Simply selling another bicycle brand in another generic bicycle store just doesn’t cut it.
I sort of have to agree. Having a single bicycle brand store makes the experience so much more premium, from sales to after-sales, and even the lifestyle element that is associated is so much stronger, which gets you loyal and a longer-lasting customer base. Trust me, we see it in the motorcycle industry and even in the tech industry, where walking into an iStore is a world different compared to walking into a Makro, Game or Incredible Connection. I think you get my point, it’s special and tailored, and some buyers are buying a product because of what the brand is associated with rather than the spec sheet.
Trek South Africa has just over 40 dealers countrywide, and some of these dealers are what Trek call “DOT” stores. These “Directly Owned Trek stores” are linked to Trek global, and what that brings you is a completely immersive experience, a home away from home, seeing almost every model in the catalogue on display, lines of Bontrager products, bike setup and services like tune-ups and repairs, and even group rides and events. The top models of the range are also available at these stores, which is truly mouth-watering, featuring top-of-the-range components, world-class build quality, and paintwork designs that capture everyone’s attention.
Trek Pretoria is the perfect example of a DOT store and has been running as one for the past 5 years. Located at the Lynwood Bridge Shopping Centre, Trek Pretoria offers a diverse range of gravel, mountain, road, and e-bikes, boasting a strong and growing reputation in the area. Located amongst a dozen of Pretoria’s best coffee shops and restaurants, and being located in the east brings plenty of foot traffic to the store.
The team at Trek Pretoria are accommodating, knowledgeable, well known for their workshop skills and passionate about their brand, but also focused on their customers’ needs. For example, they have a section of the store designated for bike setup, where they adjust the geometry and suspension of each bike’s setup for Trek owners, tailored bike service packages, a fan wall of all their Pretoria Trek faithful and a selection of demo bikes to test. Their team also carries years of experience on their shoulders, so any advice that they can give you is well-received.
Besides seeing the decked-out Bontrager accessories and Leatt gear, Trek Pretoria has the largest sock collection I have ever seen. If you are a Funky Socks fan, then this is more than a good enough reason to swing by. The store really does feel like home, whether you’re buying, visiting for a coffee, chatting away with the staff or just browsing through their range of bikes, it’s a great place to lose track of time.
For more information, visit: www.trekbikes.com
