07/26/2026
Online/direct from manufacturer bike purchase?
Recently, a good friend mentioned in a post that she was considering a bike purchase from a direct-to-consumer (DTC) brand. The company she mentioned sells high-end bikes but does not sell through bike dealers. This was quite a shock since she belongs to a local bike club that supports our shop quite well. Conversely, we support this club very well too. We are always happy to speak at their meetings, offer giveaways for special club events, and even host local club events like their annual Poker Run. Randy was their Director of Training for many years.
Aside from forgoing personal attention and the assistance of a knowledgeable bike shop staff to help you select your next bike, here is what you are giving up when you purchase directly:
1) Lifetime adjustment service. We have offered this perk to bike purchasers for 15 years. This can save at least $150 a year in service costs.
2) Complimentary fit service. Our staff of certified fitters currently charges $175 for a bike fit. We include a bike fit with a bike purchase.
3) Pre-delivery assembly and adjustment. Some DTC brands advertise that their bikes are adjusted before shipping and that all the buyer needs to do is fasten the handlebars and attach the front wheel. Well, we see many of these bikes in our shop for "final" adjustments. And, if you have a torque wrench and training, you may be fine installing bolted-on parts.
4) Best price. Many DTC brands tout the fact that their bikes save you money. In fact, we can be very competitive with many high-end bike sellers. The reality is that the DTC bike company has increased their profits considerably since they do not sell bikes at wholesale levels to dealers. Trust me, you are not purchasing your bike at a wholesale price from any DTC companies.
5) Training. It is surprising how many of our customers with DTC bikes know little about customizing their Di2 or eTap electronic shifting systems, how to shift with a Shimano Toggle front derailleur, take off and re-install a wheel with a thru-axle, or even know the right way to charge their eBike. And what that small orange or red thing is that came with the bike (hint: it's a disc brake pad spacer). We have your back.
Additionally, when TECC sells a you bike, we extend a 10% discount on accessories to the purchaser. So, if you need a helmet, shoes, pedals, or a pump, we take 10% off the price of an accessory for up to 30 days after bike delivery.
When purchasing a new bike, it's not just about the bike. It's about customer support and service. And support for the local cycling community. You're not just purchasing a bike; you are entering into a long-term relationship with a company that (hopefully) supports you as well as the cycling community.