Interview with Harry Rhulen, owner
Q: How did you get involved in this business?
A: A Culture of Speed came about as a result of a conversation that took place at the base of a World Cup ski race in Lenzerheide, Switzerland. Barry Levinson, co-president of Sync, and I were trying to talk, but there were 40,000 screaming fans. I looked at Barry and said, “This is what we need in America — a culture of speed.” In Europe, skiers and cyclists are heroes. We need to create a culture in the U.S. where speed is valued. I have been a ski racer and cyclist for most of my life. I wanted to figure out a way to share my passions. A Culture of Speed is the tool to accomplish that.
Q: What distinguishes you from other businesses in your category?
A: Our mission is to help everyone develop a love and comfort level with cycling. While we need to sell stuff to stay in business, the sale is secondary. Whether you are a bike racer who wants a $10,000 custom build, or someone who has never ridden at all, you are welcome. Come ride our bikes. Go out on the trail or the road with us. Ask any question you have. We have a female mechanic and salesperson who makes some of our customers feel more comfortable asking questions. She also leads free ride clinics. We teach people how to change a tire, or how to go tubeless, without charge.
Q: What do you like best about your line of work?
A: I love it when someone comes in guarded, expecting a sales job, and then, after a half-hour of fun, info gathering and relationship building, we have a new member of our ride group and new customer. Every week, someone says, “This is not like any other bike shop.”
Q: What is your business’ biggest challenge?
A: Like many businesses in the technological world we live in, aCOS competes against eBay, Amazon and dozens of discount bike shops every day. People come in, try bikes, get sized and then go buy online. We are building a dedicated customer base. We will match any competitor’s price, if we can. We are building a culture, a cycling community. It takes time.
Q: Something people might be surprised to learn about you or your business:
A: We are “Colorado’s Fastest Bike Shop.” Why do we get to say that? We are one of the only bike shops in America to ever sponsor a World Cup athlete who was U.S. National Champion, and stood on the World Cup podium, wearing an aCOS jersey, not a bicycle manufacturer or a big sponsored team jersey, but a local bike shop jersey.
Profile
Business: A Culture of Speed
Address: 1342 Jefferson County 65, Evergreen
Hours: 10 a.m.-6 p.m. Monday,Tuesday, Thursday and Friday; 9 a.m.-5 p.m. weekends
Founded: 2005
Contact: 720-328-3726;
Employees: 5
