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Jason Cashman surprised himself when he decided to launch an electric bike store in Coralville this March. “In 2022, brick and mortar stores aren’t exactly the vision I had when I was looking at opening a business,” said Mr. Cashman, co-owner of the store. But that’s exactly what he’s planning, even after he noted he hasn’t been a “bike enthusiast in the past,” which speaks to his confidence in the product and type of business he’s bringing to the Corridor. The wheels in Mr. Cashman’s head started turning when he and his wife went on vacation in South Carolina and rented Pedego bikes. Within months, he ventured to Pedego’s corporate headquarters in Fountain Valley, California, to learn more. “We instantly fell in love with the bikes,” he said. “They’re so much fun to ride, and they’re versatile, whether it’s transportation or exercise or leisure activities that you’re after.” Touting its brand of high-end bikes, Pedego is a national chain that markets itself as the premier choice for electric bike riders at a time when ridership has resurged, and demand has skyrocketed since pandemic-enforced lockdowns. “People wanted to be outside and in the fresh air, riding their bikes and doing things they enjoyed because large gatherings weren’t happening,” Mr. Cashman said. But unlike other online e-bikes shops, Pedego’s value proposition comes from in-store service. While it’s simple enough for potential customers to shop online and find electric bikes, Mr. Cashman explained that owners want a single, one-stop-shop for all their e-bike needs. “It’s kind of a war out there for your individual consumer that’s buying parts and needs service,” he said. Pedego bikes can reach speeds up to 20 miles per hour, making them a viable transportation option in bike-friendly Iowa City. Mr. Cashman’s store will be selling stage two bikes, which are permissible on bike trails throughout Johnson County. Bikes will be available for both sale and rental. There are many types of e-bikes on the market, but the Coralville Pedego store will only carry parts for Pedego bikes at this time. “We are looking at opening up to other brands for service at some point, but I think initially it will be Pedego only, just because I don’t want to overpromise and underdeliver,” he said. “I don’t want to take in someone else’s bike when I’m not familiar with their brand.” The first Pedego electric bike store in Iowa, at the site of the former Cafe Crema on 411 Second St., is anticipating a March 1 launch.