"PRO NIGHT" AT WHEAT RIDGE CYCLERY TO PREVIEW NEW RETAIL SPACE WITH SPECIAL GUESTS PHIL LIGGETT AND BOB ROLL
Wheat Ridge Cyclery welcomes legendary international cycling commentators Phil Liggett and Bob Roll and many pro cycling greats for a Pro Night Event, Monday February 26, 2007 at 7 p.m.


    "PRO NIGHT" AT WHEAT RIDGE CYCLERY TO PREVIEW NEW RETAIL SPACE WITH SPECIAL GUESTS PHIL LIGGETT AND BOB ROLL

Denver's Own Nationally Acclaimed Bicycle Retailer Kicks Off Expansion with Pro Cycling Stars

/Bicycling News Articles/ - WHEAT RIDGE, CO, February 24, 2007 — Wheat Ridge Cyclery welcomes legendary international cycling commentators Phil Liggett and Bob Roll and many pro cycling greats for a Pro Night Event, Monday February 26, 2007 at 7 p.m. Michael Aisner and seven time Tour de France competitor and Wheat Ridge Cyclery manager Ron Kiefel will co-host the event. Liggett and Roll, the voices of the Tour de France, will offer anecdotes from their careers in cycling. At 9:00 p.m., Liggett, Roll, Andy Hampsten, and Ned Overend, and other pro cyclists will be available for autographs. Roll will sign copies of his best-selling book, Bobke II. The event will be held in Wheat Ridge Cyclery's newly completed 25,000 square foot expansion. The event is free and open to the public, though $10 donations will be taken at the door to benefit junior cycling in Colorado. Food and drinks will be provided.

Wheat Ridge Cyclery Pro Night Event
Monday, February 26, 7:00 p.m.
7085 W 38th Avenue
Wheat Ridge, CO 80033
(303) 424-3221
www.ridewrc.com

The event will preview Wheat Ridge Cyclery's new retail space which has been designed to emphasize the customer service and shopping experience. The new space allows customers to comfortably move around the store, with bikes placed accessibly rather than in overwhelming rows of racks. Wheat Ridge Cyclery has devoted the new space's second floor to a state-of-the-art bike fit area. Customers can ride more comfortably and powerfully after working with the shop's Serotta and Specialized trained bike fit technicians, who will use Dart Fish video analysis and E-SOLE custom insoles to properly customize bike fit to each customer. The bicycle servicing department has also expanded to three check-in stations, allowing more interaction with service technicians and more accurate assessments of maintenance and repair needs.

This expansion, the culmination of a 30 year family celebration of bicycling, reflects Wheat Ridge Cyclery's commitment to the Denver cycling community. Wheat Ridge Cyclery is a local, family-owned and operated bicycle retailer with deep roots in the Denver area. After narrowly escaping two car accidents while working as a travelling wheel bearing salesman, Eugene Kiefel was ready for a career change. He investigated several business opportunities including go-kart sales and a Dairy Queen franchise before he saw an ad in the Denver Post: "Bike Shop for Sale". Kiefel responded to the ad and purchased the shop in in August 1973 with just $4,800 and 750 square feet of retail space.

Eugene Kiefel built the business on a solid foundation of impeccable customer service and the belief that exceeding his clientele's every expectation would be the key to success. During summers, Kiefel recruited his three children, Ron, Leona, and Erlinda, to work in the shop.

Ron Kiefel went on to become a seven-time Tour de France competitor, the first American to win a stage in the Giro d'Italia, and a 1984 Olympic bronze medalist. Kiefel now manages Wheat Ridge Cyclery, which employs nearly 100 people who are dedicated to Eugene Kiefel's vision of exceptional customer service and support for the cycling community.

The Wheat Ridge Cyclery expansion will allow the award-winning staff to further exceed their devoted level of service for their clientele in an atmosphere overflowing with cycling culture, passion and all the right stuff.

For more information, or to schedule an interview with Ron Kiefel, please contact:
Jonny Bradtmueller
Wheat Ridge Cyclery Cycling Ambassador
Phone: (303) 424-3221 x140
Fax: (303) 531-5195
E-mail: jonnyb@ridewrc.com
Web: www.ridewrc.com

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