Long-time family business services and sells e-bikes, mountain bikes, racing bikes and kids’ bikes.
Steve opened the business in 1976, but has been biking since he was 8 years old. Cindy joined the business in 1996 and they later married. Cindy says Steve is the heart and soul of the bike shop because he has a passion for bicycling, while she is more of a social rider.
One thing they have in common is they both have been hit by cars while riding their bikes. Steve broke his neck and couldn’t ride for three months in 2014, but got back into the sport as soon as he could. Cindy eased back into riding after her 2018 accident that hurt her shoulder and banged her head.
Their experience gives them the street cred to talk to their customers about bicycling safety. They are also meticulous about repairs.
Cindy says cyclists should pay attention to what’s around them, wear helmets, follow the rules of the road and be familiar with the rules of every city they ride in. She adds that mountain bikers need to pay extra attention to make sure they have the correct amount of air pressure in their tires. And bicyclists who ride after dark should have lights.
“Like Lance Armstrong says, ‘Knowledge is power,’” she said.
That wisdom extends to knowing their customers as well, which has increased to include commuters, homeless people, college students, police officers and those who ride to stay fit.
High Gear provides tune-ups as well as accessories and clothes.
Cindy says one of the keys to their success is the employees. “The right employees always elevate you. They work hard at customer service. We all have bad days, but they leave it at home,” she said.
Steve is proud that they now are serving third generation cyclists with the grandchildren of original customers. “It’s important to listen to the customers and know their needs,” said Cindy, as some customers have to have their bike out of the shop by the next day and some may not need it back for several days.
High Gear Bike began selling e-bikes about six years ago, but mountain bikes, racers and kids’ bikes also remain popular. E-bikes changed their business because most of them weigh 50 pounds or more. They had an electrical lift built to raise the e-bikes so technicians can work on them.
Regardless of whether it’s an e-bike or another type of bike, Cindy said there are special moments such as when a kid gets his first bike or when a senior citizen learns they can ride.
Another change that the e-bikes brought is that repairs used to be all mechanical but now involve electrical and wireless skills. “We’re constantly learning something new,” she said.
High Gear Bike Shop also stays active in the community by sponsoring races, helping high school bike racing clubs and donating to local charities like Kiwanis. QCBN
By Stan Bindell, QCBN
High Gear Bike Shop has two Prescott locations: one at 237 N. Mt. Vernon Ave. and the other at 505 E. Sheldon St. For more information, call 928-445-0636.
Photo by Stan Bindell: For nearly half a century, Steve and Cindy Alward have been keeping the wheels turning at High Gear Bike Shop.
