There is a hidden secret deep in South America, and it moves on two wheels.
"There's a significant history of cycling in South America that is not well-known until you visit," said Aaron Johnson, co-founder and CEO of Go Grava, a bike shop opening its first location on Saturday in Wyomissing, Berks County.
Johnson, a passionate cyclist, realized how deeply ingrained the cycling culture had become below the equator when he visited a few years ago.
"What I noticed was everyone was riding bicycles, it was becoming very popular," Johnson said. "Especially after Egan Bernal, who is from Bogota, Colombia, won the Tour de France in 2019. That just boosted cycling."
The lively cycling scene caught the interest of Johnson, who was seeking a new business opportunity.
"As I was looking around, I started finding these small family companies, like F. Duarte…they've been (building bicycles) since 1967, when their grandfather was in bike racing," Johnson said.
F. Duarte, a third-generation bike maker, is one of several small, South American companies that Johnson works with to source the bicycles, biking apparel, and accessories sold by Go Grava.
"It really comes down to sourcing and how they view their workers," Johnson said of his suppliers.
Johnson said Go Grava's apparel suppliers get materials from water conserving farms, and use natural, non-harmful dyes, and nickel-free zippers.
That care, Johnson said, can be seen in the quality of the products.
"(Our clothing supplier) Medellin, they make probably some of the best cycling clothes in the world, using the most eco-friendly practices," Johnson said.
Go Grava's bicycles are made in Bogota, Colombia by F. Duarte and in Lima, Peru, by Marino Bikes.
"We can make very sophisticated, advanced bicycles out of titanium that comes from Italy and Canada…(or) stainless steel from Spain," Johnson said. "We can take an order and in eight to 10 weeks have a customized bicycle that fits you specifically."
"Grava" is Spanish for gravel, and Johnson said he chose the name because Go Grava specializes in gravel bikes.
"Because this area in Reading and Berks County has so many magnificent trails…we were going to start with trail and gravel bikes," Johnson said. "The kind of bikes you can load up with bags and do, like, the Allegheny trail."
Johnson noted that the company was formerly based online, operating out of Sheridan, Wyoming.
He said he and his wife, Rebecca Johnson — a graduate of Wilson High School — decided to open their first brick-and-mortar location upon moving back to his wife's hometown.
A unique identity
Go Grava is the only company in North America that imports bicycles from South America, the company noted in a press release.
The company said it is committed to stocking at least 50% of its store with products made in the Americas.
"We're really looking at diversifying our supply chain and using materials not just from Asia anymore," Johnson said. "Our wheels are made in Grand Rapids, Michigan. Some of the bearings on our bicycles are made in North Carolina."
The outcome is a brand with a distinct identity, blending aspects of North and South American craftsmanship and representing the Americas in a unique way.
Johnson explained that the company's main goal is simply to be helpful by aiding manufacturers in selling their products in the United States.
He mentioned that despite the high quality of their products, language barriers can create challenges for small South American companies trying to enter the American market.
Johnson pointed out that unlike Europe, where many people speak English, not as many individuals in Latin America speak the language.
A dedication to the community
According to Johnson, Go Grava's dedication extends beyond its partners, with a goal to contribute to the local cycling community.
Johnson's idea was to revitalize grassroots efforts and encourage more kids to engage in cycling, leveraging the already strong cycling community in Berks County.
He stated that these efforts include sponsoring the Boy Scouts of America to help kids earn cycling merit badges, and giving free T-shirts to individuals who bike 100 miles over the summer.
One effort that holds particular significance for Johnson is the establishment of a new 9/11 memorial trail, from Arlington National Cemetery to New York City and the Flight 93 crash site in Somerset County, ending in Washington D.C.
“We wanted to be part of that since I’m past military, I did 20 years in the Marine Corps,” Johnson said. “We’re going to be part of that, sponsoring (a memorial ride) and helping the riders come through and enjoy our area.”
He mentioned his involvement in directing a segment of the memorial ride passing through Reading on June 15 and 16, which includes trails that run through the Penn State Berks campus and Wyomissing Park.
According to Johnson, the memorial ride spans 1,200 miles and takes place from June 5 to July 1, passing through sections of Montgomery and Delaware counties.
Johnson's own biking experience includes various disciplines such as cyclo-cross, road racing, triathlons, the Bike MS race, and even the Iron Curtain trail along the old Soviet Union in Europe.
“I’ve been cycling my entire life, ever since I was a kid,” Johnson said. “It gave me a sense of freedom. You could ride anywhere on your bicycle.”
His aim is to share his passion for cycling with visitors during Go Grava's grand opening on Saturday, March 23, starting at 10 a.m.
Go Grava can be found at 840 North Park Road in Wyomissing.
The company will be offering discounts on its products during the grand opening, and the first 75 attendees will receive a voucher for neighboring Nino’s Pizza, good for two slices and a soda.
