Shop Local: Thunder Mountain Bikes

Editor's Note:

Print magazines and brick-and-mortar bike shops go together like single speeds and denim, groms and scabby shins, tire inserts and profanity - so it should come as no surprise that, even though we don’t have a print magazine (right now), we’re working on a new series highlighting independent bike shops. We think local shops are great and we want them to succeed in this constantly changing marketplace, so we're doing what we can to help them with the bully pulpit our title affords us. Have a shop you love you think we should cover? Tell us about them here !

Thunder Mountain Bikes is smack dab in the center of the Sedona trail map and they are not just a bike shop, they are a community hub that wants to share their love of riding in the Sedona area with everyone. The team at Thunder Mountain donate countless hours and dollars to give back to the local trail network, and are THE shop for the Sedona MTB festival. Thunder Mountain is steeped in history and dedicated to keeping Sedona an amazing place to ride and live. We spoke with the owner, Mike Raney to learn more about this cornerstone of Sedonas MTB scene.

Can you give us a quick history of Thunder Mountain?

When we opened our West-Sedona location in 2011, we knew we wanted to help grow the cycling scene in town, but we only dreamed that it would become as big and vibrant as it has today. We’re still in the same cozy, brick building we started at more than a decade ago, but our staff has doubled, our rental fleet quintupled, and our shelves are graced by the largest selection of mountain bike components, accessories, and apparel in Northern Arizona. The trail network has more than doubled and Sedona has become one of the top spots to ride a Mountain Bike in the world. In the last couple years we were inspired by all the people that love our service and vibe so we started selling online to reach out beyond Sedona. It has been crazy playing with the big companies and still keeping our authentic, personal Sedona vibe.

What makes Thunder Mountain really stand out? What’s unique about Thunder Mountain?

When you open the trail map of Sedona we are dead center. The trails and access to the forest are all around us and that permeates our lives here. Our staff is passionate about bikes. We also work in a town where many of our customers are visiting. That has pushed us to really solve a lot of the issues with retail today. We have so many parts in stock and keep a tight repair schedule because we know if you are on vacation you may only get one chance to ride, so a special order, or a week wait for a repair won't do. I am particularly proud of our rental fleet. We have some top end bikes cherry picked from lots of brands. We turn them 2-3 times a year so there is always something fresh in the fleet. This also means we generally also have killer deals on lightly used retired rental bikes that have been fully maintained and come backed by the original warranty. Lots of places sell used bikes, but no one else offers them with a full warranty and a complete history of service and use.

What makes your local riding scene special?

Sedona. People are drawn here for the trails. The redrock is all around us, right in town. You don’t have to drive anywhere to get on a trail. Because of that so many people ride. You go to a restaurant or grocery store and there is a decent chance the person working is a rider too.

If you could change one thing in mountain biking right now, what would it be?

Biking can be so intimidating and there are so many fancy bikes and a flood of information online and on youtube it is impossible to know where to start. Simplify….that is what I would change. Just ride your bike and you will be happy. Any bike, any where you can, really.

What do you wish you could tell all your customers (could be something as simple as “wash your bike before you bring it in” or as deep and heartfelt as you want)

We are thankful for each and every one of you. We will always work hard to be the best shop because we feel that a bike shop holds a special spot in retail. It is a place where you should feel welcome and empowered, and where you should be able to get knowledgeable advice or that specific item your bike needs. Many retail experiences are so impersonal and bland. For a bike shop, in Sedona, that just won’t do. We are always thankful for the trust riders put in us to provide high-quality bike service, and stoked for every Sedona experience that we can help make better with our insider’s guidance.

What’s your mechanics’ beverage of choice?

LaCroix, beers are great, but we need to stay hydrated in the desert. Ever tried a LaCrox Hard Open?

Any questions we didn’t ask that you’d love to talk about?

It is great to see Bike Mag back. I have been a reader since I was a kid and can even find old issues at my parents house. I am incredibly stoked to see the return so that more people can be inspired.

Any advice to folks who want to work in a bike shop?

Working at a bike shop is the best thing you could do. If you really want to work in a bike shop, come on out, we are hiring!

Where do you want to see your shop go in the future? Expansions? More community involvement? What are you looking forward to?

At this point I think the direction is not more, it is better. We are not looking to ad another shop or anything, just to get better at the things we do and better serve the customers and community that we have. Please come see for yourself, or check us out online.

If you find yourself in Sedona, stop by and say hi to the team at Thunder Mountain 1695 W. STATE ROUTE 89A SEDONA, AZ 86336

Check out the rest of our Shop Local series here .

Related: Not Another Empty Platitude: Shop Local