REI Co-op, the nation’s leading outdoor retailer, is growing its cycling business by introducing high-performance bicycle and gear brands to elevate the riding experience for cyclists nationwide. Complementing REI’s existing cycling lineup and nationwide bike services, these new additions will provide customers with a broader selection of premium products and expert support to meet the needs of a diverse cycling community.
“We are committed to welcoming and serving beginner to dedicated riders who want more selection in our cycle shop,” said Alicia Applegate, divisional merchandising manager at REI. “By expanding our specialty offering beyond our current lineup and continuing to offer nationwide bicycle service, REI will make it easier than ever for our customers to access great gear with great member benefits, to get outside and enjoy the ride.”
Some of the new specialty bicycle brands customers will see as part of REI’s growing assortment include Rocky Mountain and Van Rysel:
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- Rocky Mountain bikes, known for their high performance and versatility, are built for the toughest mountain trails. Cyclists can now find Rocky Mountain’s Altitude, Element, Instinct, Growler and youth models in select REI stores and on REI.com.
“Having REI as a partner helps us reach more riders in the United States. REI provides service and technical maintenance that supports consumers and complements our existing distribution,” says Rocky Mountain US Sales Director Chris Newlin. “They set the standard in outdoor retail and present Rocky Mountain to a broad and active user group through their members.”
“As we grow our premium cycling assortment at REI, we’re excited to partner with Rocky Mountain,” says Kelley Hemminger, senior category merchandise manager at REI. “With over four decades of innovation, this iconic brand is a great addition to our current family of brands and will serve in strengthening our full-suspension mountain bike assortment.
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- Van Rysel, the storied cycling brand from Lille, France offers sleek, precision-engineered gravel and road bikes that have been ridden in the upper echelons of the sport, including the Tour de France with the Decathlon AG2R La Mondiale team. Beginning in April 2025, REI will be the exclusive U.S. retailer for Van Rysel gravel bike models, with aluminum road bike models becoming available later in the year. Customers can find these models in select REI stores and on REI.com.
“REI’s expertise in cycling, commitment to making gravel riding more inclusive, along with their nationwide full-service bike shops make them the perfect partner for our U.S. launch,” says Catherine Bhattachar, Chief Marketing Officer USA at Decathlon. “With this partnership, we’re excited to introduce more riders to Van Rysel’s performance-driven designs and ensure they have the service and support they need.”
“As gravel riding’s popularity continues to grow, we’re committed to offering more options for riders tackling mixed terrain—whether racing, bikepacking, or enjoying everyday rides,” says REI senior category merchandise manager Kelley Hemminger. “Our exclusive gravel partnership with Van Rysel will provide REI customers access to a performance rooted brand with a focus on building bikes for this evolving category.”
Other exciting specialty brand additions include Swift Industries: A woman-owned company hailed for premium bike bags and accessories designed for bikepackers and adventure cyclists; Stio: Premium outdoor apparel designed to perform on and off the bike; and Peppermint Cycling: Stylish, functional cycling apparel designed to empower female riders.
In conjunction with this expansion of elevated products, REI continues to expand its premium service. The co-op recently announced an authorized service partnership with Canyon Bicycles. Additionally, it has teamed with DirtLabs Suspension, offering their leading, off-site mountain bike suspension services. With these partnerships, the co-op continues to progress its comprehensive bicycle service packages nationwide, accommodating all types of bicycles. From routine tune-ups to complex repairs, REI’s certified bike technicians provide expert service at over 190 REI locations across the country. This ensures cyclists can keep bikes in top condition, no matter where the rides take them.
REI will continue to carry a variety of mountain, road, gravel, hybrid, electric, and kids’ bikes, perfect for any adventure. New this spring, REI’s Co-op Cycles lineup has been curated to cater to entry-level riders seeking great value. The DRT 1.1 Mountain Bike, priced at $599, is a hardtail with a longer wheelbase and a slackened head tube angle, providing extra comfort and improved handling and stability on the trail. Additionally, the DRT e1.1 class 1 electric mountain bike, priced at $3,199, boosts the ride with the Bosch Performance Line smart system.
REI members who are cyclists enjoy a range of lifetime benefits, including 10% back annually on eligible purchases, a 20% discount on bike shop services, and member pricing on classes. The co-op offers workshops and classes in select stores to help riders of all skill levels improve their techniques. REI members receive discounts for hands-on workshops for flat tire repair, trailside repair, and bicycle chains and derailers care. The co-op also offers free introductory cycling classes.
REI’s commitment to cycling extends beyond individual member benefits. The REI Cooperative Action Fund, a 501c3 nonprofit founded by REI in 2021, gives grants to nonprofits that support cycling through equitable access to trails and connecting people to cycling. As a longtime advocate for cycling, the co-op continues supporting initiatives that improve bike access and infrastructure across communities, the co-op continues to foster a thriving cycling community.
