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Subversive Cycling Co. moves into new building as demand for bikes increases

ROCKFORD, Ill. (WIFR) – Subversive Cycling Company opened on E. Jefferson St. about a year ago. Its landlord didn’t want to renew that lease so…

Friday, Mar 25

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ROCKFORD, Ill. (WIFR) – Subversive Cycling Company opened on E. Jefferson St. about a year ago. Its landlord didn’t want to renew that lease so the owner pulled up stake, crossed the rock river and will re-open Friday morning in the store’s new space.

The area bike shop gets a new landlord and a new space inside the CA Flats building at 327 W. Jefferson St. The amount of retail space they have will downsize to around 900 sq. ft. Its move comes at a time when gas prices push budgets to the limit.

“We just think it’s a better location for everybody,” says Owner Allen Goff. “As soon as the gas prices shot up, people started flooding in for tune-ups, and e-bikes are a big deal right now and people are starting to take those as a more viable option to get around to.”

Goff has a passion for cycles, racing BMX for more than 20 years. He looks forward to serving all of Rockford, specifically downtown.

“I’ve been getting people just as they’re walking by saying, hey, we’re excited for your shop to open up over here. And so I’ve been getting a lot of positive feedback from everyone. So that’s that’s really exciting. And then this is just like, exactly what I’ve always wanted. So I’m pretty happy about it,” says Goff.

Caleb Wilson from Urban Equities Properties, the store’s new landlord, says having the bike shop as a tenant is a big deal as more people explore the forest city.

“There’s […]

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