Go Grava Bicycles is ready to open in Berks
There is a secret hidden deep in South America, and it rides on two wheels.
“There’s a real, steep history of cycling in South America that nobody knows about…until they go there,” said Aaron Johnson, co-founder and chief executive officer of Go Grava, a bike shop opening its first location Saturday in Wyomissing, Berks County.
Johnson, an avid cyclist, realized just how ingrained the culture of cycling had become below the equator when he visited a few years ago.
“What I noticed was everybody was riding bicycles, it was getting really, really popular,” Johnson said. “Especially after Egan Bernal, who is from Bogota, Colombia, won the Tour de France in 2019. That just exploded cycling.”
The vibrant cycling scene piqued the interest of Johnson, who was looking for a new business venture.
“As I was looking around, I started finding these small family companies, like F. Duarte…they’ve been (building bicycles) since 1967, when their grandfather was in bike racing,” Johnson said.
F. Duarte, a third-generation bike maker, is one of several small, South American companies that Johnson works with to source the bicycles, biking apparel and accessories sold by Go Grava.
“It really comes down to sourcing and how they view their workers,” Johnson said of his suppliers.
Johnson said Go Grava’s apparel suppliers get materials from water conserving farms, and use natural, non-harmful dyes, and nickel-free zippers.
That care, Johnson said, can be seen in the quality of the products.
“(Our clothing supplier) Medellin, they make probably some of the best cycling clothes in the world, using the most eco-friendly practices,” Johnson said.
Go Grava’s bicycles are made in Bogota, Colombia by F. Duarte and in Lima, Peru, by Marino Bikes.
“We can make very sophisticated, advanced bicycles out of titanium that comes from Italy and Canada…(or) stainless steel from Spain,” Johnson said. “We can take an order and in eight to 10 weeks have a customized bicycle that fits you specifically.”
“Grava” is Spanish for gravel, and Johnson said he chose the name because Go Grava specializes in gravel bikes.
“Because this area in Reading and Berks County has so many magnificent trails…we were going to start with trail and gravel bikes,” Johnson said. “The kind of bikes you can load up with bags and do, like, the Allegheny trail.”
Johnson noted that the company was formerly based online, operating out of Sheridan, Wyoming.
He said he and his wife, Rebecca Johnson — a graduate of Wilson High School — decided to open their first brick-and-mortar location upon moving back to his wife’s hometown.
A unique identity
Go Grava is the only company in North America that imports bicycles from South America, the company noted in a press release.
The company said it is committed to stocking at least 50% of its store with products made in the Americas.
“We’re really looking at diversifying our supply chain and using materials not just from Asia anymore,” Johnson said. “Our wheels are made in Grand Rapids, Michigan. Some of the bearings on our bicycles are made in North Carolina.”
What results is a brand with a unique identity, that blends elements of North and South American craftsmanship and represents the Americas like no other.
“What we do as a company, is we’re really just trying to be helpful,” Johnson said. “Helping (our manufacturers) move stuff and sell in the United States.”
He said that despite the quality of their products, language barriers can make it harder for small South American companies to break into the American market.
“Unlike Europe, where a lot of people speak English, in Latin America, not a lot of people speak English,” Johnson noted.
A commitment to community
Go Grava’s commitment isn’t just to its partners, according to Johnson — he said his goal is to contribute to the cycling community in the area.
“My idea was just to try to find a way to maybe rebuild some grassroots efforts, get kids out cycling more,” Johnson said. “Berks County has a great cycling community anyway, so it’s an easy place to start.”
He said part of those efforts involve things like sponsoring the Boy Scouts of America to help kids earn cycling merit badges, and giving away free T-shirts to people who bike 100 miles over the summer.
One effort that is close to Johnson’s heart is the establishment of a new 9/11 memorial trail, that starts at the Arlington National Cemetery and makes its way to New York City and the Flight 93 crash site in Somerset County, before ending in Washington D.C.
“We wanted to be part of that since I’m past military, I did 20 years in the Marine Corps,” Johnson said. “We’re going to be part of that, sponsoring (a memorial ride) and helping the riders come through and enjoy our area.”
He said he helped direct a part of the memorial ride that will pass through Reading on June 15 and 16, incorporating trails that branch through the Penn State Berks campus and Wyomissing Park.
The memorial ride covers 1,200 miles and runs from June 5 to July 1, according to Johnson. It will also pass through portions of Montgomery and Delaware counties.
Johnson’s own biking experience includes everything from cyclo-cross to road racing, and he’s biked in triathlons, the Bike MS race, and even the Iron Curtain trail along the old Soviet Union in Europe.
“I’ve been cycling my entire life, ever since I was a kid,” Johnson said. “It gave me a sense of freedom. You could ride anywhere on your bicycle.”
He aims to share his love of cycling with those who stop in to Go Grava’s grand opening on Saturday, March 23, starting at 10 a.m.
Go Grava is located at 840 North Park Road in Wyomissing.
The company will be offering discounts on its products during the grand opening, and the first 75 attendees will win a voucher for neighboring Nino’s Pizza, good for two slices and a soda.
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