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Performance Bicycle Opens Store at Novi Town Center

Approximately 70 people stand in line for the store's grand opening.

Novi bicyclists stepped off their pedals to celebrate the opening of a new bicycle store Friday.

Approximately 70 people lined up for the grand opening of Performance Bicycle’s new location at 43270 Crescent Blvd. in Novi Town Center.

Performance Bicycle is a company based out of Chapel Hill, NC and has two other locations in Michigan in Ann Arbor and Bloomfield Hills.

Retail Operations Manager Sam Felts of Chapel Hill said that Performance Bicycle chose Novi as its third location in Michigan after research showed it is one of the most active cycling communities in the state – perhaps because Novi is home to Lakeshore Park’s 10-mile mountain bike path and is close to trails at Island Lake State Park and Kensington Metropark.

The Novi store is approximately 8,000 square feet and sells equipment for all types of bicycles.

Cyclists lined up for the store’s opening at 9 a.m. to take advantage of the grand opening promotions. The first 100 adults through the door Friday, Saturday and Sunday receive a $20 money card. The store is also offering store credit for recycled bike tubes, a prize wheel and up to 70 percent off throughout the store during its opening weekend.

Lee Chin of Novi went with her husband and two boys to the grand opening. 

Speaking of Performance Bicycle, she said, “It’s bigger, and it has more of a selection. Here there is also a larger kids section, so the kids can stay in one area, and adults can be on the other side, so my husband can look around. It keeps them busy.”

The store has 18 employees, including “Spin Doctor” Matt Churches of Ann Arbor. A spin doctor is an employee that performs complete maintenance and repair service and is able to work on all brands of bicycles.

“If it’s got two wheels and no motor, I can fix it,” Churches said.

Spin doctors also assist in creating custom-fit bicycles and offer in-store bike clinics, which teach cyclists basic repair techniques. 

Felts said Performance Bicycle will be working with a grassroots coordinator to build a network with the local police departments and other government offices, coordinate local rides and events, and work with local cycling clubs.

“We’re glad to be here,” Felts said.

Grand opening hours are Friday 9 a.m.- 9p.m., Saturday 9 a.m.-9 p.m. and Sunday 9 a.m.-6 p.m. Regular hours are Monday-Friday 10 a.m.-8p.m., Saturday 10a.m.-8p.m. and Sundays 11 am.-6 p.m.

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