Word of Mouth

Whole Foods stores add Dero Fixit bike stands

Whole Foods doesn't just fill your shopping cart -- and empty your wallet. Several of the stores, including the Whole Foods in Capitol Hill, now offer a one-stop shop for basic bike problems: a Dero Fixit bike stand.

"There are fifteen to twenty bikes parked out in front of our store at any given time," says Ben Brignac, manager of the Whole Foods at 900 East 11th Avenue, "and probably 30 to 40 percent of our customers are cyclists."

The new Dero Fixit bike stands come fully equipped with every tool needed to fix a bicycle. "There was a guy at one of our old-style Fixit stands that assembled an entire bike," explains Mark Skoine, marketing coordinator for Dero Bike Rack Company, which is based in Minneapolis. "These stands come fully equipped to assemble your standard bicycle." The tools are connected to the stand with high-grade steel cables, making them nearly impossible to rip off, but if they do disappear, "Dero replaces and covers the cost of all the tools," says Skoine. "Another great perk is the QR code on the side of the stand," Skoine adds, "and if you have a smartphone and you don't know how to adjust your headset, it will take you to a comprehensive bike-repair website." Basically, this site will walk you through how to diagnose and potentially fix the problem.

Dero's goal is not to have this stand replace your local bike shop, but to provide a service if you're in a pinch. The company has been designing custom and standard bike parking areas since 1995. According to Skoine, Dero has roughly 250 Fixit stands around the country, and thousands of bicycle parking racks.

"I ride a hybrid myself," Brignac says, "so I definitely support these. We wanted to show our appreciation for our customers' support of us by giving it right back to them."

And Capitol Hill isn't alone: The Whole Foods Market at 2905 Pearl Street in Boulder has also installed a Dero Fixit stand, as has the store in West Washington Park.

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Britt Chester is a writer and video producer living in Denver, Colorado. He's covered breaking news, music, arts and cannabis for Westword since 2010. His work has appeared in GQ Magazine, Village Voice, YES! Weekly, Inman News and the Winston-Salem Journal. He likes running, cycling, and interviewing people.
Contact: Britt Chester