With numerous local and international cycling personalities such as cycling commentator Phil Liggett and Olympic Gold medallist Elia Viviani in attendance, the latest ASG store opened in Pretoria November, 25.With over 1 000 square metres of retail space and an interior created from natural and recycled wood, ASG The Store in Olympus Village is a premier luxury cycling destination in South Africa.

Aside from world-class products, the store houses another ASG BikeScience facility that provides a holistic approach to improving cyclists’ performance, health and efficiency.

It applies the latest technology in bike set-up, nutrition, injury rehabilitation, training and coaching and a full-time biokineticist is on hand to assist cyclists.

A special cryotherapy (exposure to extreme cold for enhanced recovery) room, virtual training centre and spinning studio complete the BikeScience offering.

Cementing a collaboration between ASG and Gary Blem, a new technical service centre named ASG Bike Tech by Gary Blem was introduced.

As chief mechanic for Team Sky, Blem has worked for some of the world’s top riders such as Mark Cavendish, Sir Bradley Wiggins and currently Chris Froome.

Another innovation is the real-time Ftech Total Look Lab. This studio provides cyclists the opportunity to create and participate in the live design of their cycling apparel using technology to match their shoes, eyewear, helmets and the like into a desired ‘look’.

Speaking at the launch, ASG Group CEO Heinrich Dannhauser said their mission was to offer cyclists a unique, immersive experience and to give them access to top-class local and international products, expertise and best practice.

“We aim to do this both through physical stores and, importantly, online.”