Pine Mountain Sports

What Pine Mountain Sports does

Pine Mountain Sports is a privately held, single-location specialty outdoor retailer based in Bend, Oregon, founded in the mid-2000s (firmographic data references 2000 while internal history cites 2004) and owner-operated by Rafe Lehner. The company sells and rents premium mountain bikes, gravel bikes, electric mountain bikes, children's bicycles, backcountry Nordic ski equipment, and related apparel and accessories. It is the only Trek dealer worldwide that exclusively stocks Trek mountain and gravel bikes, and claims to be one of the largest single-location Santa Cruz dealers in the United States, with additional offerings from Cervelo, Surly, Woom, and Forbidden. The shop operates a 7-days-a-week professional service department for bikes (tune-up packages ranging from $120 to $550) and skis (waxing and tuning from $25 to $80), and offers demo rentals that can be credited toward new bike purchases.

The business runs on a diversified, direct-to-consumer retail model combining one-time product sales (bicycles, skis, apparel, accessories), recurring service revenue (bike and ski repair), and rental/transaction fees. Pricing spans children's bikes near $799 to premium e-MTBs above $10,000, supported by Citizens Pay installment financing (3-24 month deferred interest) and a $20 lifetime Club Card providing at least 5% off most purchases. Go-to-market is community-driven rather than paid-advertising-heavy: the Trail Ambassador Program, women's MTB rides, free skills clinics, group rides, and a Community Ambassador Program that has raised more than $650,000 for local nonprofits since 2016 function as the primary acquisition and retention engine, reinforced by over 1,000 five-star Google reviews and "Best Bike Shop"/"Best Outdoor Store in Bend" recognitions.

The company has no proprietary technology platform, no app, no API, and no AI/ML capabilities disclosed; its technology stack is a standard WCAG 2.1 AA-compliant e-commerce storefront with SSL and an in-store pickup integration. Operating infrastructure includes a solar-powered facility with EV charging at 255 SW Century Drive. The company is founder-owned with no institutional investment, no parent company, no subsidiaries, and no M&A activity disclosed. Headcount is in the 11-50 firmographic range, with the team page listing approximately 12-17 staff including a Floor Manager, Service Department Manager, service technicians, sales associates, an inventory specialist, and a clothing buyer. Revenue figures are not publicly disclosed.

Name

Pine Mountain Sports

Legal name

Pine Mountain Sports Inc

Website

https://pinemountainsports.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

Pine Mountain Sports is a Bend, Oregon specialty retailer selling and renting premium mountain bikes, gravel bikes, e-bikes, children's bikes, and backcountry Nordic ski equipment, with a full-service repair department serving Central Oregon outdoor enthusiasts.

Ownership category

akta.pro rank

Product category

Bicycle and Outdoor Sports Retail

NAICS

Sporting Goods Retailers (45911), Recreational Goods Rental (532284)

SIC

Motorcycles, Bicycles & Parts (3751)

akta.pro primary industry

Hiking & Trail Accessories Retail (CRAMAAAD)

akta.pro secondary industry

Nordic / Cross-Country Ski Retail (Skis, Boots, Bindings, Poles, Wax) (CRAMAJAG)

Keywords

• Mountain bike retail
• Bike service repair
• Ski equipment sales
• Bicycle rentals
• Outdoor gear shop

Headquarters

HQ city

Bend

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Bicycle Sales: Retail sale of premium mountain bikes, gravel bikes, road bikes, and children's bicycles. Major brands include Trek, Santa Cruz, Cervelo, Surly, Woom, and Forbidden. Online inventory available with in-store pickup.
2. Bike Service & Repair: Full-service bike repair department open 7 days a week. Service packages range from $60 basic tune to $550 Level 3 complete overhaul. Additional a la carte services for suspension, brakes, wheels, and components.
3. Ski Service & Repair: Ski waxing, tuning, and mounting services. Labor rates from $25 hot wax to $80 major repairs. Mounting services from $30-$175 depending on binding type.
4. Equipment Rentals: Bike rental program with latest Santa Cruz and Trek mountain/gravel bikes available for demo. Up to 3 rentals can be applied toward new bike purchases.
5. Cycling Accessories & Apparel: Sale of cycling accessories including helmets, clothing, shoes, hydration, nutrition, tools, and car racks. Apparel from brands like Swix, Ortovox, Craft, Maloja, Norrona, Smartwool, Skida, Hestra, and Mons Royale.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Pine Mountain Sports is a single-location brick-and-mortar bicycle and outdoor gear retail shop in Bend, Oregon. The company sells premium mountain, gravel, road, electric, and children's bicycles from Trek, Santa Cruz, Cervelo, Surly, and Woom, along with backcountry Nordic ski equipment and cycling apparel and accessories. It also offers professional bike and ski repair services, a demo and rental program, and Citizens Pay installment financing tied to bicycle purchases.

Product overview

Pine Mountain Sports is a bicycle and outdoor gear retail shop offering a focused portfolio of premium cycling and Nordic skiing products. The core offering centers on mountain, gravel, and electric bicycles from Trek (exclusively mountain/gravel models) and Santa Cruz, supplemented by children's bikes from Woom, steel versatile bikes from Surly, and gravel bikes from Cervelo. The company also offers comprehensive repair services for both bicycles (tune-up packages, suspension service) and skis, equipment rentals with demo options, and financing programs. Additional product lines include backcountry Nordic ski equipment, cycling apparel, parts, accessories, and gift cards. The business model emphasizes a try-before-you-buy experience with rental credits toward purchases, professional fitting services, and ongoing customer support.

Differentiator

Problem solved

Functional benefit

Products and services

• Trek Bicycles Retail line of Trek mountain, gravel, electric mountain (Fuel+ EX series), cross-country race (Supercaliber), and hardtail trail (Roscoe) bicycles. Pine Mountain Sports is the only Trek dealer in the world that exclusively stocks Trek mountain and gravel bikes.
• Santa Cruz Bicycles Retail line of premium Santa Cruz mountain, gravel, and electric bicycles including downhill (V10), trail (Tallboy, 5010, Chameleon), gravel (Stigmata), and e-bikes (Vala, Skitch). Pine Mountain Sports is one of the largest single-location Santa Cruz dealers in the United States.
• Woom Children's Bicycles Specialized children's bicycles including OFF AIR 4 (20-inch), OFF AIR 5, and OFF AIR 6 (26-inch) mountain bikes with child-specific ergonomics, lightweight aluminum frames, and quality components for riders aged 5 years and older.
• Surly Karate Monkey Rigid Versatile steel mountain bike with a 4130 Chromoly frame, updated progressive trail geometry, and Surly's Gnot-Boost rear dropout system supporting multiple wheel size and drivetrain configurations.
• Cervelo Aspero Carbon gravel bike designed for off-road speed and mixed-terrain racing, featuring a threaded BB shell, UDH-compatible derailleur hanger, and aerodynamic performance optimized for energy conservation.
• Bike Service & Repair Professional bicycle repair services including tiered tune-up packages (Level One $120, Level Two $190, Level Three $550) and a la carte options for brakes, derailleurs, wheels, and suspension. Open 7 days a week with a 100% service guarantee, performed by Fox and RockShox certified technicians.
• Ski Service & Repair Ski maintenance and repair services including hot wax ($25), basic tune ($80), machine edge and wax ($50), mounting labor for various binding systems ($30-$80), and major repairs billed at $60 per hour.
• Bike Rentals Rental program featuring Santa Cruz and Trek mountain and gravel bikes for demo before purchase, with up to three rental credits applicable toward a new bike purchase.
• BC Nordic Skis & Equipment Backcountry Nordic ski equipment including Fischer, Salomon, and Rossignol skis and boots, ski waxing accessories, and technical clothing from Swix, Ortovox, Craft, Maloja, Norrona, Smartwool, Skida, Hestra, and Mons Royale.
• Parts & Accessories Comprehensive inventory of bicycle components and accessories including wheels, tires and tubes, brakes/levers/pads, drivetrain parts (chains, cassettes, derailleurs), handlebars, saddles, pedals, helmets, cycling apparel, car racks, and hydration and nutrition products.
• Gift Cards Gift cards available for purchase and redeemable across all products and services at Pine Mountain Sports.

Quantifiable outcome

• Over 1,000 5-star Google reviews
• +2 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered flagship and core.

• Family Access Network (FAN)flagshipStrategic or Co-development Partner · 1 January 20262026 Community Ambassador Program beneficiary. FAN has advocates in every public school in Deschutes, Jefferson, and Crook County connecting children and families to essential services. Served nearly 8,000 children and family members last year.
• Family KitchenflagshipStrategic or Co-development Partner · 1 January 20242024-2025 Community Ambassador Program beneficiary. Provides free meals to neighbors in Bend. Raised $48,170 in 2024-2025 and previously raised $104,984 in 2021.
• The Giving PlateflagshipStrategic or Co-development Partner · 1 January 20232023 Community Ambassador Program beneficiary. Central Oregon's largest food pantry serving over 3,500 individuals monthly battling food insecurity. Raised $36,700.
• Furnish HopeflagshipStrategic or Co-development Partner · 1 January 20222022 Community Ambassador Program beneficiary. Helps unhoused families get into stable housing by providing household items. Raised $66,403.
• Central Oregon Trail AlliancecoreStrategic or Co-development PartnerFree one-year membership provided with every new bike purchase. Organization focuses on trail maintenance and advocacy in Central Oregon.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Backcountry.com: Major outdoor specialty e-commerce retailer selling gear across cycling, skiing, hiking, and lifestyle categories. Overlaps Pine Mountain as a premium outdoor gear retailer serving enthusiast consumers, though a much broader-line, online-first operator without a single-store service ecosystem.
• REI Co-op: The largest consumer outdoor recreation cooperative in the US, operating 170+ retail stores and an extensive e-commerce platform selling bicycles, skis, apparel, and gear. Overlaps Pine Mountain as a multi-sport outdoor retailer serving enthusiast consumers, though REI is a broad-line generalist and not specialized in premium mountain/gravel cycling.

Direct peers

• Mike's Bikes: Premium multi-location independent bicycle retailer (West Coast and Hawaii) emphasizing service excellence and curated premium brands. Closely comparable in service-first culture and premium-brand playbook, although larger in footprint and operating across multiple stores.
• Competitive Cyclist: Premium cycling retailer curated around road, mountain, gravel, and e-bikes from high-end brands. Comparable to Pine Mountain through premium-brand curation and enthusiast customer base, though primarily catalog/e-commerce rather than a high-touch community-driven local storefront.
• Jenson USA: Long-standing specialty cycling retailer offering premium road, mountain, gravel, and e-bikes with online-first fulfillment. Comparable to Pine Mountain through its premium cycling focus and brand-mix approach, though primarily e-commerce-native without a single-store community-anchor model.
• evo: Specialty multi-sport outdoor retailer (ski, snowboard, bike, skate) combining owned retail stores with a leading e-commerce platform. Closely comparable to Pine Mountain's hybrid bicycle-plus-Nordic-ski format and premium-brand curation, though evo operates at greater scale and ships nationally.
• Christy Sports: Multi-store Colorado-based specialty retailer selling skis, snowboards, bikes, and apparel with a service-led model. Closely comparable to Pine Mountain in combining premium ski and bike categories under a service-focused specialty retail banner, though geographically focused on Colorado.
• Sun & Ski Sports: Multi-store specialty outdoor retailer selling bikes, skis, snowboards, and apparel across multiple US markets. Overlaps Pine Mountain on the bike-plus-ski multi-sport specialty retail model and premium-brand selection, though operating a multi-store footprint with different unit economics.

Emerging players

• The Pro's Closet: Direct-to-consumer platform for buying and selling premium used bicycles, intersecting Pine Mountain on enthusiast mountain/gravel cycling demand. Adjacent rather than direct in retail model, but competes for the same premium cycling customer set.

Regional players

• NRS (Northwest River Supply): Idaho-based outdoor retailer founded in the Pacific Northwest specializing in paddlesports, apparel, and gear with both retail and e-commerce. Comparable in Pacific Northwest outdoor specialty positioning, although anchored in paddlesports rather than cycling.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@PineMountainSports
• Facebookfacebook.com/pinemountainsports
• LinkedInlinkedin.com/company/pine-mountain-sports-inc/mycompany
• Instagraminstagram.com/pinemountainsports
• Xx.com/pinemtnsports

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Pine Mountain Sports