Walking into Cascade Bicycle Studio feels more like stepping into a showroom than a bike shop. In the background are the usual inner workings of a craft-based space: mechanics cranking away, adjusting shafts and stems, tinkering with bicycle parts, and getting their hands good and greasy. On a recent visit, however, when I entered the sales floor, the flashy bikes hanging from the wall, coupled with the carefully merchandised cycling apparel, made me feel as though I was stepping into a high-end retailer known for its luxury goods.

Cascade Bicycle Studio (CBS), adjacent to the Fremont Cut, was founded 20 years ago. It has withstood the volatile bike industry, which saw a spike in sales during the pandemic, followed by a dramatic decrease that led to excess stock, a sharp decline in foot traffic, and a glut of markdown sales. Many bicycle shops have closed throughout the region, but this one has so far avoided becoming part of that statistic, growing year over year, with plans for expansion soon.

The main way the studio separates itself from the competition is through a highly consultative, fit-first customer service model. When you buy a bicycle here, it’s not a simple transaction; it’s a process almost like dating. The client and the team at CBS slowly get to know each other, figure out what will work based on cycling needs and habits—and what makes them tick. Many bicycle shops will fit their customers, but CBS is the only one in the Pacific Northwest using the ID Match Bike Lab, which, according to its website, “uses motion capture, 3D analysis, and dynamic pressure mapping to deliver a fit that’s tailored to your exact biomechanics—down to the millimeter.”

At Cascade Bicycle Studio, the ID Match Bike Lab uses anatomical measurements and dynamic analysis to find the best fit for an individual’s cycling goals.

PHOTOS BY Isaac Baik

When you decide to buy a bicycle from CBS, the process goes like this: Consultation (Introduction), Fit, Design Choices, Build. The team is there to expertly guide the customer through each step, from start to finish. “I know I can go in and get real info from real people,” says general manager Aaron Allen, who recently joined the CBS staff from Ambedo, a custom bicycle consultancy with deep roots in the premium cycling space. “There is a deep sense of community here.” The team organizes weekly group rides from the shop, screens cycling movie nights, and hosts special events, like a ride celebrating International Women’s Day. “People are always welcome,” Allen stresses.

The company is known for its top-tier customer service concerning even the smallest details of a bike purchase.

PHOTOS BY Isaac Baik

It’s this people-centric model that has kept CBS afloat. Sixty percent of clients who buy a bike here originally came to the shop for basic maintenance through the service department. Over time, a relationship is built, and when the need for customization comes into play—often when clients want to take cycling to the next level, or they experience an injury or health change—a foundation of trust is already in place.

This process, which takes time and money, isn’t for everyone. For the discerning customers who want to take their cycling to their limit—or achieve the best possible experience on the saddle—the price can be worth it. For those willing to pony up the cash, there need to be results. “People crave validation,” says Andrea Martinez, the com- pany’s head of marketing. Paying for the service and support at CBS isn’t just about purchasing a physical product, but about confirming that the money spent on it is being spent wisely.

“I know I can go in and get real info from real people. There is a deep sense of community here.”—Aaron Allen, general manager, Cascade Bicycle Studio

Despite its long-held success, cbs faces challenges just like any business. “It doesn’t take much at all to watch the numbers drop away,” says Allen. His team is consistently coming up with new ideas to help the shop stand out from competitors, ranging from experimenting with search engine optimization (SEO) on the website to forming a grassroots ambassador program. They aren’t waiting for customers to come to them; they are seeking out new clients, which is not something that most bicycle shops tend to focus on.

I left Cascade Bicycle Studio inspired and ready to buy a new custom bicycle, even though I’m not in the market. My visit made me think about my relationship with consumerism. Finding a good deal is satisfying, and often necessary these days, but I couldn’t help wonder if I’d get greater enjoyment from the things I buy if I took the time to select the exact right item for each situation, the way that CBS does. Helping people find and tailor a bicycle to their exact needs is a way to help them find value and meaning in a physical product, but it is also an activity that will positively influence their lives. At Cascade Bicycle Studio, it’s more than just building rides for people; it’s about creating experiences, which is a consumer-driven trend we’re seeing more businesses (and industries) adopt. It turns out that CBS was just years ahead of the curve.