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New bike shop Treks downtown

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Avid trialthletes, Greg and Carmen Frislie (in photo) have brought their love of running, swimming and — most especially — biking to their new business in downtown Wenatchee.

Cycle Central, an exclusive dealer of Trek bikes, officially opens at 9 a.m. Monday in the former location of Columbia Furniture at 34 N. Wenatchee Ave. It’ll offer sales of the Trek line, service of any brand of bike and gear for running, swimming and pedaling, with an emphasis on outfitting triathlon competitors.

“It’s really great to be in an area that puts so much emphasis on the outdoors,” said Greg. “The skiing, hiking, biking — really wonderful.”

In February, the Frislies moved from Spokane to the Wenatchee Valley solely to open a Trek dealership. When East Wenatchee’s Second Wind Bicycle & Nordic Ski Shop closed last December, the Trek franchise for this area was up for grabs, explained Greg. “We had our choice — Wenatchee or Tri-Cities — and we decided this was the place to be.”

They chose Trek because it’s the top-selling bike in the nation, said Carmen, and the company is extremely supportive of new dealerships. “They really care and want us to succeed,” she said. “They’ve been great help all along the way.”

The 5,000-square-foot store will stock more than 100 bikes on site and, of course, place special orders for customers who yearn for a bike that makes a statement — emblazoned with a custom color and decked with all the extras.

The store will also feature a bike repair shop for kids, where youngsters can learn to adjust a chain, replace a tube, tweak the brakes and more. The space will share a work counter with the real bike technicians, who’ll be available for how-to advice and hands-on guidance.

Cycle Central will also begin a “re-cycle” program for those who can’t afford to buy a bike. Donated bikes from the community will be tuned and repaired at Central Cycle and directed to individuals or families who can use a bike.

“Mostly, we’re service and advice oriented,” said Greg. “We joke that ‘people’ is our hobby, and bikes are the widgets we use to pay for the hobby we love.”

Details: Cycle Central, 34 N. Wenatchee Ave., a Trek bicycle dealership. Info: 888-2453, or visit cycle-central.com (launching early this week). See their Facebook page, keywords: cycle central.