Rolling Forward: REI Sunnyvale and the Rise of Bike-Friendly Business
- Rehmah Firoz
- 5 days ago
- 3 min read
Updated: 2 days ago
On any given sunny day in Sunnyvale—which is to say, most days—you’ll find people rolling into REI with flat tires, broken derailleurs, or questions about which bike rack fits their hatchback. And if you're lucky, you’ll be greeted by someone who truly gets it.
For Nate Mestico, a bike tech at The Shop @ REI Sunnyvale, cycling isn’t just a job—it’s a way of life. A daily cyclist who rides to work and no longer owns a car, he brings that same dedication to the customer experience. “Anytime I go into a shop and they’re friendly and helpful, it makes all the difference,” he says. “That’s the kind of service I try to give here, something that brings people back.”
It’s that blend of practical support and unspoken camaraderie that sets the place apart. The bike shop services everything from basic tube replacements to high-end mountain bike suspension overhauls. They also install car racks, offer rentals, and transform into a ski and snowboard hub when winter rolls around. But no matter the season, the heart of the shop stays the same: get people moving, and make them feel welcome while doing it.
Customers arriving by bike have access to a generous array of amenities: covered bike parking right outside, repair tools, and even the option to roll bikes directly into the store.
But it’s not just about customers. REI backs up its bike-friendly ethos internally with solid infrastructure for employees. “We actually have a rack in our break room to allow employees to hang their bike up when they bike to work,” said Mestico. “We try to make it so that it's very easy for somebody to bike to work.”
He also notes that other employees commute long distances by bike. “I had a manager who also came from San Jose, and that’s all he did—bike. His name was Javi, actually. He got me into cycling a lot.”
Employee perks include Clipper Card reimbursement for Caltrain commuters, as well as showers and lockers for those who ride in. “If you bike to work and get a flat, we’ll fix it. No questions asked. We just want you to get here safely,” Mestico adds.
REI Sunnyvale also maintains a light connection to local advocacy. “We do work with the Silicon Valley Bicycle Coalition a little bit,” Mestico explained. “We let them put up their flyers. They post a lot of stuff that's going on in Silicon Valley and the Bay Area.”
That investment in bike culture shows up in customer trust. “A customer actually went to a different shop... and it still wasn't working,” Mestico recalled. “Even though I was by myself that night and it was a little bit busy, I was able to give them the customer service that I give everybody... they felt like it was very professional and felt like they could definitely come back and also recommend us to anybody else.”
When asked what the City of Sunnyvale could do to grow its bike-friendly culture, Mestico pointed south to an idea he’s already experienced: “In San Jose, they have something called Viva Calle. They'll shut down streets in San Jose so people can actually take a day and bike along a path, and they don't have to worry about cars.” According to Mestico, the Viva Calle opened new doors—literally. “I was able to see what other businesses I couldn't see,” he said. “Some people who ride their bike don't drive at all. So sometimes they may be afraid to go through those streets that are purely for cars.”
A local version, he believes, could help Sunnyvale’s own small businesses gain visibility and build stronger ties with its cycling community. “Doing something like that for Sunnyvale would be really nice,” he said. “Trying to do that too would introduce the whole community to different businesses.”
From inside the workshop to the streets outside, REI Sunnyvale is proving that bicycle-friendly business can be more than just a buzzword. For them, it’s a way to build stronger, more connected communities—one ride at a time.
About the Author
Rehmah Firoz is an emerging advocate for sustainable transportation and has embraced a car-free lifestyle for the past four years. She holds a degree in City Planning from Georgia Tech and is passionate about creating equitable, accessible, and environmentally conscious urban spaces.
