We sell FUN! and bikes that help make cycling part of your everyday lifestyle. From Singlespeed 29ers to some of the most advanced Dual Suspension Mountain Bikes on the market, Road Bikes made from Titanium, Steel, and Carbon, Cyclocross Bikes, Utility Bikes, Gravel Bikes, Disc Brake equipped Commuters, Fat Bikes and Unicycles.
We specialize in the one off, tailor made machines for the cycling enthusiast. We are not the normal cookie cutter bike shop. Stop by, have a cup of coffee, pick our brains, shoot the breeze about your last sweet ride. We eat, breathe, and ride bikes everyday and we love to talk about it.
What is the Rocky Mountain Vibe?
Well, it’s a slogan for the way we live our lives. It encompasses our core values of respect for others, a respect and love for our environment, hospitality, fun, and a relaxed way of life.
Respect for Others: Whether your in the store here, out on a ride, or in your car, it’s a simple thing to practice daily. Yield the trail, say “Hello” when riding by, give a rider 3 feet when passing in your car, just be nice! Treat others how you want to be treated.
Respect and Love for Our Environment: We all are blessed with living in one of the most beautiful places in the world, let’s keep it that way. Ride your bike to work or the store, pick up trash when you see it on the trail, buy locally made products when possible. Just remember to get out often, breathe in the fresh air and enjoy our surroundings.
Hospitality, Fun, and a Relaxed Way of Life: We strive everyday to make Alpha Bicycle Company a place where you want to spend part of your day. We’ll greet you when you walk in the door and ask how we can help. But, we aren’t going to stand over you and breathe down your neck. If you like, introduce yourself. We’ll offer up a cup of coffee or a beer (towards the end of the day, of course), invite you on a ride, show you some pics of our latest ride. We eat, sleep, and live bikes and we want to share our love of all things wheeled. Just come on by, hang out, talk, enjoy. That’s why we’re here.
Meet our staff
Wearer of Many Hats
Adam was a late bloomer. He got hooked on bikes at the ripe old age of 16 but hasn't been able to get enough ever since. He started working in a bike shop a year later and proceeded to spend his paychecks on XTR equipped mountain bikes and gas money to get to Tuesday night races in the Vail Valley. In his quest for expanded knowledge, Adam forewent traditional college and spent his time completing multiple bicycle frame building courses and becoming SICI bicycle fit certified. His journey has taken him to see many sides of the bike industry with a few stops along the way, but Alpha is home.
Manager - West
Hello. My name is Chris Martel and I’m a bicycle addict.
Born in the 60’s, I was a fun loving child. As soon as I was walking, my parents started pushing bikes on me. At first it was innocent. First with a tricycle, then a big wheel. Man were they FUN! But now I’m hooked. I just can’t seem to break the addiction. I can only feed my addiction. Gotta ride more, Gotta look for that next bike.
Then it happened, I took that next step and started working in a bike shop in exchange for parts and eventually my next bike. That was over 40 years ago and I’ve suffered with my addiction ever since. New bikes only drove me to ride more and more. I rode as much as I possibly could. I have come to the realization that I am addicted to the freedom of cycling. Combine that with the fact that I have worked in some great shops with some even better people. This has led to me making (and riding with) a lot of new friends, but also spreading my addiction with them.
As I rode more and more, I turned to racing to feed my growing hunger. I’ve raced on the road, in the dirt, in the snow. Wherever I could to meet other addicts and junkies like me.
Working in shops for so long has given me an appreciation for some of the finer things. How I can help riders with that sweet new bike, having a bike professionally tuned, or getting riders that perfect fit will help you enjoy the ride that much more. I feed my addiction partly by helping others with these things whether your a triathlete, a roadie, a cross racer, a mountain bike fiend, or just helping out with your brew pub racer. I always look forward to sharing my stories and talking about my addiction.
PLEASE HELP ME!
Manager - DTC
Originally from Mississippi, I moved to Colorado 10 years ago take advantage of world class riding culture. Mountain biking, road, cross, unicycles. I love every form of self propelled wheeled adventure. These days when I'm not on the bike I'm raising the next generation of bike riders, my three boys Trip, Cooper, and Walker.
SoCal native by birth, Rocky Mountains by choice. Sarah has spent the last decade in Colorado getting rad via every medium possible. Her idea of a perfect day involves an early morning backcountry ski for breakfast, mountain bike laps for lunch, and fly fishing for dessert. When not in the shop, Sarah can be found racing the local downhill series, though she is excited to finally dip into the enduro side of things. If she's not working on a bike, she's out riding one.
Brendan grew up in bikes shops around New England, fixing and riding any bikes he could get his hands on. With a background in Mechanical Engineering and Calvin and Hobbes, he's happy to help tackle any problem whether you ride road, mountain, cross, or a '60s 3 speed commuter. He's also new to Colorado, so be nice and tell him where to ride.
P.S. Chocolate milk will earn you bonus points with him!
I have spent 20 plus years in the bike industry both on the retail and wholesale side. I also have a beautiful wife Ashley and three kiddos Marley, Walker, and Wynnona.
I have an extensive time racing Enduro, Cyclocross, Downhill, Dual Slalom, Four Cross, Cross Country, and Endurance. In 2012, I competed the Leadville MTB 100 snagged a BUCKLE!
I would describe my professional self as a true Sales Consultant, taking pride in providing exceptional customer service and product knowledge that has helped to deliver bikes to likes of Pro's, first timers, and families alike! Come see me. I'd love to talk shop, drink a beer, or help you to find the bike and gear of your dreams!
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