Vanessa Abrahamson Blog: Alchemy wants to treat you to coffee, tacos, and beer when you pick up a new bike

Wednesday, November 23, 2022

Alchemy wants to treat you to coffee, tacos, and beer when you pick up a new bike

It’s not hard to screw up a new bike. When most of us follow the status of our new multi-thousand dollar package at FedEx or UPS, we don’t think how exciting it will be to tune the suspension or adjust the stack and saddle height. We’re thinking about how quickly we can slam it together and get the new bike out on the trails.

What potentially lies in this process is disappointment with a new bike due to a small setup error. Maybe the fit isn’t right, maybe the rebound is too fast or the compression is too high. Alchemy Bikesnow based in Golden, Colorado wants to prevent that and treat you to good beer and tacos while they help you dial in your new bike.

The boutique brand, which deals in high-end carbon fiber and titanium bikes, recently relocated its headquarters from Cherry Creek, Colorado to Golden, giving them closer proximity to mountain bike trails (and mountainous road riding) and a great Location for coffee and breakfast or beer, cocktails and dinner. The new shop is called the Alchemy Ride Experience Center, or AREC for short.

The store is located in a place off I-70 and Morrison Road next to the origin hotelWith Nomad Tacos embedded in their first floor, and About Yonder Brewing, Viceand Start coffee. I happen to be in the area and find myself here quite often, either before a trip to the highlands for coffee and breakfast (Launch is an apt name) or for beer and food afterwards.

Alchemy Bikes and Simbol PR invited a group of media people to check out the new digs and the new bikes.

The new showroom is modern and welcoming. Beautiful Alchemy carbon and titanium bikes make up most of the decor, and there are leather sofas to curl up with a magazine and coffee or enjoy an Over Yonder beer at the bar.

The core of the program is as follows: Riders who purchase a new Alchemy bike will receive a night’s accommodation at the Origin Hotel, test rides, a bike fit, help with bike and suspension setup, a gift card to Over Yonder Brewery, and a burrito and Coffee Start Coffee and a swag bag with a shirt, hat, mug, glass and more. Tacos aren’t included, but it would be foolish not to try Nomad’s menu with a free night at Origin. The program is called DARE to Ride Golden.

Then of course there are many opportunities to test the bike before you take it home. There are a handful of trail networks within driving distance, including Mathews Winters and Dakota Ridge, green mountainand Apex Park all of which vary in style and difficulty.

I took the Arktos 150 for a short ride up and down the Argos Trail at Apex. It was my first time riding an Alchemy and the Sine suspension felt efficient and responsive, and the bike picked up speed quickly on the descents.

When the bike and rider are ready to ride, riders have the option to ride it home or have it shipped fully assembled Kitzuma. Shipping options also include FedEx and Beeline.

It’s a pretty decent program and unique in the direct-to-consumer bike space. The professional support when dialing in a new bike is great and the other treats are the icing on the cake. Alchemy plans to launch the program in mid to late July 2022.

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