New bike shop throws grand opening

Posted on April 29, 2010 by Sonoma Valley Sun

When the going gets tough, the tough get going — on bicycles.

Years ago, Jeff Montague bought a new Cannondale hybrid bicycle at a local shop in the greater Chicago area. Since then, he’s gone on some epic rides, he’s lost weight, he’s quit smoking, and he’s saved money on gas.

If you ask Jeff why he’s opening Wine Country Cyclery in Sonoma, he’ll tell you he just needed something to do with his time now that he’s retired. The truth however lies in his love for the wine country, his belief that there is a bike for everyone, and that everyone has something to gain from riding.

Joined by his son, Jeffrey Montague, and mechanical wiz Adrian Trevino, Montague believes he’s found the perfect spot for everyone to share in the benefits and fun of the ride.

Wine Country Cyclery will stage its grand opening with a small celebration on May 1, from 10 a.m. to 2 p.m. It’s located at 262 W. Napa St., previously the Movie Merchants location. The festivities will include free food under the tent in front of the shop, live DJ Spencer Martinez, demo bikes from Cannondale and, Montague promises, a few surprises.