Why we sell the brands we do.

At Cowichan Cycles we spend a tonne of time and energy critically looking at our operations and how we are positioned within the industry. The same goes for the products we carry – it's something that we continuously evaluate, and has led us to make more brand changes than what most people might expect to see from a bike store. Occasionally, it's a worry that this might be seen as inconsistent or flakey, but, ultimately, it means that at any given moment we have what we believe is the best spread of product on the market. Now, we're happy to admit that sometimes we get it wrong, or sometimes what we love about a given brand or product changes over time. Yet, by staying aware and noticing these changes, it allows us to pivot when necessary and keep our lines feeling relevant and intentional. With how much thought we have given to this subject, we felt like it would be worth sharing so that people can understand why we have the lines we do, and how we came to these decisions. 

Ease of ownership is typically our top priority when evaluating a product. Most bikes perform so well nowadays that we feel one of the key differentiators between products is how easy it is to live with them over time. This means a product needs to be both reliable and well-supported by the manufacturer. An extremely reliable product can still occasionally fail, and if a proper support network isn't in place, it can lead to huge lead times or an unsatisfactory resolution. At the same time, a brand that offers exceptional service and support but is always broken, also creates a frustrating user experience. Ultimately, for Cowichan Cycles to stick with a product line, we need a brand to strike a balance between these two factors. 

Performance and price are, of course, also important factors, but they are easier for the end user to evaluate via comparing spec sheets and reading reviews. It's much harder for a customer to get a clear picture of ease of ownership, which is why we spend so much time analyzing this factor. Occasionally, we even find brands that make a great bike (frame) but choose unreliable partners for the build kit. It's a complicated balance, and no bike is perfect for everything and everyone all the time. What's important is understanding where each product is relevant and who it is most relevant to. 

Below you will find a brief summary of the bike brands we sell and some of the pros and cons of each line. We hope it helps you find some direction as far as which offering best resonates with you individually. For the sake of keeping it simple and not stepping on any toes, we are going to focus on comparing just the brands we sell in store. If you want to know how these lines compare to other products that are sold at other retailers, please reach out in person and we can do a deeper dive. It's a discussion that we love and enjoy sharing. 

Santa Cruz 

Santa Cruz is a brand built around a desire to achieve the pinnacle of reliability and performance. We believe that it is this core objective that has led them to be our longest standing partnership. This pursuit of excellence does come at an expense in the literal sense. For a given build kit, Santa Cruz tends to sit at the higher end of the price scale. With that said, they still perform in the value conversation when you factor in their reliability over time. A lifetime warranty on the frame and bearings helps add value to the cost of ownership over time. We find the bearings on Santa Cruz’s to be some of the slowest wearing in the industry, and they’ve employed some smart strategies to achieve this, such as housing the bearings in the link and not the frame. This means that should an issue like seized bearings arise, we can work on the link without adding stresses to the frame itself. 

When it comes to design, Santa Cruz tends to prioritize a slow refinement over time, rather than pursuing all out product revisions. This means that they rarely make mistakes – things are slowly and deliberately improved and refined. As a criticism, some people might complain that they are a less exciting brand to watch, as revisions are predictable and typically not a huge visual departure from outgoing models. They also tend to be slightly heavier than the competition as they have historically prioritized ride quality and durability over weight. We, however, see the value in this approach, as it leads to a consistency and reliability that is unmatched within the industry. To Santa Cruz’s credit, they are certainly not a stale brand. They introduced the first carbon downhill bike and were the first to bring a 29” wheeled downhill bike to the world cup. Being reliable and consistent while remaining adaptable has allowed Santa Cruz to maintain their position as one of the most desirable brands in the industry. 

Specialized

We have loved selling Specialized alongside Santa Cruz. While both brands have a relentless drive for product excellence, they do so in different ways. If Santa Cruz is dependent and consistent, Specialized is progressive and disruptive. This is evident the moment you read their mission statement: "Innovate or Die". This approach has led Specialized to be at the forefront of new trends and product direction countless times over the years. Occasionally, this comes at the cost of choosing the wrong path, or making mistakes, but that is an understandable byproduct of constantly pushing for progress. That being said, Specialized does a good job of offering consistent and predictable products alongside their industry disrupting offerings. This means that you can still be served by the brand if you are after something safe and predictable. If, however, you see yourself as an early adopter or someone who is interested in the latest technology or concepts, Specialized likely has a product that addresses this need better than anyone. 

We also appreciate Specialized's ability to be at the leading edge of multiple categories. Their ability to have top performing bikes in mountain, gravel, road, etc., is extremely impressive. It's common to see the world champion of the majority of cycling disciplines on Specialized bikes at any given time. Bringing Specialized on board has allowed us to have truly competitive products in whatever discipline our customers are looking for. We don't know of any other brands that have the depth of range that Specialized does while remaining top of class in each category. 

While product is a huge driver for the brand, Specialized has also done an incredible job of customer support. Their warranty department has been second to none and their back end infrastructure has made them the easiest brand for us to work with in regards to finding replacement parts, etc. We have found this to be especially relevant in the E-bike landscape, where they are leaps and bounds ahead of the competition in after-sales care. 

The "big S" can carry a bit of a reputation for being a corporate giant, but we have found the real world advantages to far out shadow this stereotype of ‘big business corporate overlords’. It's no surprise that Specialized and Santa Cruz consistently trade places as the most desirable mountain bike brands according to user surveys such as Pinkbike and Enduro Mag's. They provide us with a sort of yin and yang that covers such a wide range of needs and interests. 

Kona

While Specialized and Santa Cruz are big brands leading the industry, it does present an opportunity for a smaller brand with some funk to fit into our lineup. That is where Kona comes in. Kona has done a great job of carrying some bigger brand recognition while maintaining a level of counter culture and somewhat rebellious nature over the years. Kona hasn't been shy about sharing that they had a tough go through the pandemic. The original owners sold the brand and it consequently lost its way. When Kona finally hit rock bottom under its new leadership, the original founders of the company stepped in and purchased Kona back from the corporation that had run the brand into the ground. Jake and Dan came out of retirement with the sole purpose of rebuilding Kona's legacy as a value-driven brand that offers a unique flavour in comparison to the big players. With no shareholders to report to, we hope they can continue with well-priced products that serve the end consumer above all else. It's a feel-good story that grabbed our attention and spurred us to sign on with the brand. 

Kona is a relatively new line for us so we don't have a long history to report on, but we appreciate their ability to hit a great value price point in key areas where some of our other brands lose focus. The cherry on top is their commitment to category bending bikes that provide unique solutions. Whether you are someone who is looking for a value driven no-nonsense bicycle, or a proud misfit looking for a bike to match, Kona should be on your radar. 

Zerode 

At Cowichan Cycles we pride ourselves in thinking outside-the-box when it comes to assessing the products and offerings we put on the floor. One of the key areas of interest in the industry that has only recently achieved mainstream recognition is gearbox driven bikes. Zerode has been at the forefront of this movement, and we are thrilled to be working with them in store. The New Zealand brand typically operates as a consumer-direct outfit, but they have decided to work with us in bringing gearbox bikes to a key market where people can touch and feel the product in person. It’s an honour to be involved in this partnership and we are stoked to bring gearboxes to the people! 

Zerode is a brand new line for us so we will have to report back with our long term impressions on ride quality and ease of ownership. In the meantime, make sure to come check the bikes out in person and take Grant’s personal Katipo out for a pedal to see how they feel in real life. 

There are two primary advantages to gearboxes. The most obvious is the lack of the vulnerable rear derailleur. This results in the bike being less prone to damage while also ensuring the rider always has the optimal chainline. The other advantage is the reduction of unsprung weight. By removing the derailleur and cassette, you take weight off the wheel and linkage, which allows it to move more freely to get out of the way of obstacles. In short, more sensitive suspension. Zerode also runs a belt drive instead of a chain, which reduces some maintenance as the chain does not need to be cleaned or lubricated. 

The drawbacks of gearboxes are a slight increase in overall system weight and an increase of drag when pedaling. Historically, another drawback would have been the inability to shift under load, but that is no longer a concern with Pinion’s electronic smart shift system. 

For many riders, these benefits will outweigh the drawbacks. We think this is the most exciting technology in the bike industry right now and are so excited to be able to partner with one of the pioneers of this platform. Keep checking in and we will update you as to how it's going for us! 

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P.S.: Canadian products and companies are something we are always on the lookout to support. Watch this space for some made-in-Canada bikes coming soon.