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Wildsyde Electric Bikes in Avon offers cycles, panniers, baskets and other accessories

Owner Paul Hields grew up on bicycles

Paul Hields, right, and the rest of the crew at the Wildsyde Electric Bikes Showroom in Avon.
Wildsyde Electric Bikes/Courtesy photo
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Business name: Wildsyde Electric Bikes.

Location: 1060 West Beaver Creek Boulevard, Avon.

Date opened: June 15, 2022.



Owner: Paul Hields.

Contact information: Call 970-940-3261 or email Info@Wildsyde.com.

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What goods or services do you provide: We sell Wildsyde Electric Bicycles, bike panniers, baskets, helmets and accessories.

What’s new or exciting at your place? In addition to selling the coolest e-bikes around, we’ve completely remodeled our showroom; it really highlights the Wildsyde e-bikes. We make great coffee and have a fridge full of your beverage of choice. Pop in any day, chat with our awesome staff, take a bike for a quick spin then grab a cold one.

What strategy do you use to differentiate your business from the competition? We are not a bike shop in the true sense of the word. Our space in the Westgate Center is the global headquarters and showroom for Wildsyde. We are not in the market to compete with the local bike shops that are deep into mountain and road bikes or service and rentals. 

At Wildsyde we design bikes as cool-looking, lifestyle modes of transportation that help reduce our dependence on the motor vehicle. We are dedicated to reawakening the spirit of your inner child. On a Wildsyde e-bike you can re-discover your world from a new perspective, giving you freedom, independence and individuality. Hop on one of our cruiser bikes to go grab a coffee, go to work, a restaurant, a friend’s house, or head to the bar or ballgame.

What philosophy do you follow in dealing with your customers? What can your customers expect from you?  We are here to educate and to make sure you get the right e-bike for you and your needs. We listen and learn from you, we want to know what your aspirations are and what you would like to gain from your bike, so we can point you in the right direction.

We are not going to try to sell you a Wildsyde e-bike if you want to go rip the singletrack trails on Vail Mountain or throw on your Lycra and crush the Triple Bypass. We are a local, family-owned business, selling electric bikes to local homeowners and residents as well as our customers across the country.

Honesty, trust and reputation are keys to our success and longevity.  Anyone walking into our showroom to look at our bikes can expect a friendly welcome. If you don’t ride away with a new bike we at least hope we can share some of our knowledge with you.

Tell us about your background, education and experience:  Growing up in England in the ’60s, ’70s and ’80s, having a bike gave you independence and freedom at a very young age. We rode to school, to football (soccer) games, to our mates’ houses. We were dependent on our bikes, so riding bikes is in my blood and culture. 

While cycling was for the most part a necessity, in the mid-’80s skiing became my passion and I moved to Vail where I worked in retail stores before moving back to England to take a position in the ski industry as a hard goods sales rep. In 1990 I returned to Vail and worked again in retail before starting Sportube in 1994, a business built around a hard-sided plastic ski and snowboard transportation case. 

Sportube brought me into the manufacturing, global sales and distribution business. Wildsyde developed in 2018 from a purely selfish need. I was in need of a bike to move around relatively quickly without breaking a sweat, but didn’t want a moped. An e-bike was the answer to my needs, but I wasn’t about to buy a run-of-the-mill boring e-bike. I wanted a “cool” ebike, something there still isn’t an abundance of. So I found a factory and a design and worked to create what Wildsyde is now.

What’s the most humorous thing that has happened at your business since up opened? Other than me still believing and trying to convince my young staff that fax machines are an occasional necessity in business? We are totally connected.

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