Philosophy & History

The guiding principle of our business is “The BioWheels Experience”. We created this concept to define the parameters of all our actions as a business. Ultimately “The BioWheels Experience” is the positive feeling we share during all customer interactions. We invariably create that feeling by adhering to the following:

• We strive to foster an open atmosphere that provides education and encourages interaction. We are never bike snobs and will share all of our secret cycling tips & tricks.
• We consider environmental responsibility paramount in all our business decisions. This is the reason why we call ourselves “Bio”Wheels.
• We promote the health & well-being of all our associates & customers. The bicycle is a vehicle for physical, mental & spiritual health. Therefore, everyone involved with BioWheels is a cycling enthusiast, and our passion is intended to be infectious.
• We seek out superior products. This does not mean that we only sell the absolute best or most expensive products. We strive for a balance between reliability, performance, price and weight. We only sell products that we have personal experience in using and/or products that we can fully stand behind & support.
• We are cycling advocates. We support people, organizations and politics that further the cause of all cyclists. We are vehicles on the streets & trail-users in the forests, and we strive to improve the general public’s perception of us in these roles.
• In all our interactions we will be kind, attentive and happy, because we love what we do!

History of BioWheels

In 1993, Eric Krause and Matthew Johnson created the name and concept of BioWheels. Matt had just finished a cross-country bicycle tour. From the saddle, he resolved to open a new & unique bicycle business. Eric was working in sales & marketing and was longing to revive his childhood passion for bicycles. Matt & Eric had an established friendship and similar philosophies of life. So, the two sat down at a round table (that table is still in BioWheels-Cincinnati) with other folks of like mind, and over regular sessions lasting several months, they created the foundation of what is now BioWheels.

In 1994, the first store opened in Cincinnati, OH in the historic Ludlow Garage known as Bio Wheels Workshop. It was here that “The BioWheels Experience” was first implemented. Later that year we assembled BioWheels Racing with a small group of dedicated mountain bike racers. Today our roster includes over 70 athletes competing with a focus in the Eastern US, but many BioWheels team members travel to race in other parts of the country & around the world.

In 1996, www.biowheels.com was born. The internet was young, and Matt started recording everything we did for posterity. Eric moved to Asheville, NC to bring BioWheels into the Appalachian Mountains by conducting a bicycle tour & rental business known as Bio Wheels Touring in Asheville. Matt & Eric continued to work remotely on the growth of BioWheels.

In 2000, Matt moved to Asheville, NC leaving Mitch Graham as the president of Cincinnati operations. Eric & Matt worked together to open BioWheels-Asheville on Earth Day 2000 in a 1950’s-era Sinclair gas station in the heart of downtown.

In 2005, Mitch moved the Cincinnati Outfitter from Clifton to Madeira. This move put BioWheels into a better facility with the best road riding in Cincinnati right out the front door. Madeira is a close-knit community of local businesses, and these folks - as well as the regional cyclists - stepped up to support BioWheels in its new location.

In 2006, Eric & Matt purchased a new building in downtown Asheville at 81 Coxe Avenue. Upon opening, it became the first green-built & solar-powered business in downtown Asheville and the new headquarters for BioWheels.

In 2007, BioWheels completed construction of a home worthy of our name. 81 Coxe Ave became our new Asheville location as the city’s first commercial ‘green renovation’ recognized by the WNC Green Building Council.

In 2008, both of our locations continue to experience strong growth thanks to the support of our communities & racing team programs. BioWheels also harnessed the power of the Asheville sun using solar hot water panels.

“We want you to fully understand what makes the products that we carry worth the investment. Bikes and accessories must be built to last. For reasons of safety, finite resources, swelling landfills and product accountability, we do not peddle inferior products…We will not bug you as soon as you walk in the door. Walk around and get comfortable. Aside from an initial greeting, you will be told that when you are ready to talk with an employee, just ask for our help. Once you’ve sought interaction, we may surprise you with how much time and information we will volunteer.”
-BioWheels founder, Matt Johnson, 1994