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photo: Google Street View

photo: Google Street View

Advanced Sports International (ASI) announced today that they are buying mega US bicycle retailer Performance Bicycle. While the ASI name may not be familiar to most mountain bikers, their stable of bike brands–including Breezer, Fuji, and SE–are fairly well known. Performance Bicycle brings its own stable of gear brands to the table as well, including Nashbar, Spin Doctor, and Forte.

Many consumers will note that Performance has been selling most, if not all, of the ASI bike brands in their 106 retail outlets and online for years now. The new company, called Advanced Sports Enterprises (ASE) seems to be attempting to walk a fine line between increasing “omni-channel” sales (read: internet and mega-store) while maintaining relationships with independent dealers.

From the press release:

The new business model […] capitalizes on the changes in the buying habits of consumers who expect a seamless omni-channel brand and retail experience. And, it positions Advanced Sports Enterprises to compete even more effectively with other major bicycle businesses – all of which have entered into the retail market with corporate stores or partnered retailers. The new business model creates opportunity for delivery of enhanced retail solutions and improved profitability for all ASI retailers, allowing them to better compete in their markets.

The full press release is here.

Your Turn: Are you a Performance Bicycle customer or an ASI bike owner? What do you think about combining these two companies?

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# Comments

  • marvinmartian

    I stopped buying things at Performance when their Atlanta location sold me a used bike but stated that it was new. I did get a decent deal, but if I had known it was used I would have thought twice. I realized it was well used when I went to adjust the seat and cockpit and noticed dirt and rusty bolt inside the steerer tube and dirt in the seat rail clamping area. Also, after I purchased it I realized that they sold it to me set up tubeless with non tubeless tires and rims. There was a red flag when I did the test ride, but that was a minor thing and the salesperson quickly tried to brush it off and I bought it as the issue was minor and not performance (no pun intended) related

  • John Porvaznik

    Performance has been my go-to store in Peoria, AZ for over a year. I just started mountain biking a year ago. Super people with lots of relevant knowledge and willingness to share that knowledge. Hope this merger/buy-out won’t leave me trying to find a new LBS.

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