In Velo Veritas

New Bike Day!

Sherri’s Pinarello Dogma F MyWay frameset had to wait a couple months for the new SRAM AXS Red group and Campagnolo’s new Bora Ultra WTO 35 wheels. According to her smile, it was worth the wait.

Shred Dog cancelled this Thursday due to 110° temps. See you next week!

Pinarello: Red
SRAM: Red
Also pictured: Gold

We will not be hosting the weekly Shred Dog this week due to excessive temperatures.

We will be open on Thursday because you probably don’t have to work and might need something for your bike. Come see us!

Flats happen. But they don’t have to ruin your day. With the right tools, a flat is just a small inconvenience that you forget even happened. With the wrong tools, a flat is a 45 minute ordeal and an Uber home. Make sure you’re prepared.

White bar tape: back.

It’s called fashion, sweaty. Look it up.

I’m in my effects phase now. You can’t just give me all these sliders and tell me not to use them.

A very nice ADHX all-road build, featuring DURA-Ace, SES 2.3 wheels, and Bon Jon Pass tires.

Proudly offering the world’s finest chamois balms.

In Velo Veritas: where the tingle comes standard.

& tires restocked.

If you haven’t tried them, you’re missing out.

Best kit contest declared a tie.

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Q: But where would I even find the best new bike?Certainly there’s not a bike shop that cool near me.

A: My poor misguided friend, In Velo Veritas has always had the best new products before any other shop even knew they existed.

Q: But you certainly wouldn’t have a brand new model available for demo in every size and every color for me to gaze upon longingly.

A: My child, of course I do.

Q: But does one of them have Campy?

A: Yes. And you have opposable thumbs, which is what separates you from uncouth beasts.

Q: Why should I get the Esprit instead of a better known bike from a bigger brand?

A: Because you are not a scared, timid creature whose only means of comfort is to blend into a pack. You are bold and brave; inspired and inspiring. And Specialized apparently can’t afford quality control.

Q: Take my money.

A: Happily.

The Ritte Esprit. Because you deserve it.

Closed Sunday. Back on Monday. Further bulletins as events warrant.

This is going to be so cool. Ritte & Squid join forces (Squitte???) to bring us the Yolo County Madison Brevet (Definitely a real thing! Trust us!) Multiple distances, ride at your own pace with a friend or a whole group, meet at Bike Dog afterwards with everyone else who went out and did the thing. See you there!

When shared this upcoming colorway of the new Esprit with me a few months ago, I knew I had to have it. It is simply too good. So I relentlessly hounded Elijah at Ritte to make sure I got the prototype frame with the sample paint by Ollie at before the bike came available to the public.

Put some on it to make it proper and it’s ready to rip. Looking forward to putting it through its paces at the brand summit in SF for the next few days.

Nicely-equipped complete builds starting at $5999. DM to discuss.

Longtime listener and first-time caller Gerg had a bunch of mountain bike parts that did not add up to mountain bike.

1 Ritchey Ultra frameset + 1 KS Lev dropper post + 1 SRAM GX crank + 1 Hope stem + a bag of parts = NEW BIKE DAY FOR GERG

Just test riding this around the neighborhood reminded me that Tom Ritchey has forgotten more about mountain bikes than any team of engineers will ever know. This thing is dialed. 👌

Hey, Gerg.

Gerg.

GERG.

GERG!

GEEEEEERRRRRRGGGG!!!!!

Danger Zone.

Good news, everybody!

Not only is back in Sac, shredding on all the usual group rides and trails, but he’s also working here, at .velo.veritas.cyclery! I couldn’t be more stoked to have Carlos at the shop. He brings a ton of knowledge, the best possible vibes, and a contagious love for all things bike-related.

Carlos will be running the shop on Sundays & Mondays, so we’ll be open every day now.

And he’ll be working Thursdays and helping with the Shred Dog rides.

Stop by and say hi and help Carlos practice making espressos and ringing sales. We’re excited about this new chapter at IVV!

Thursday Night Shred Dog is back! Officially welcoming to the mix, whompst will be leading the A Ride this year. We will run the ride April 4th through October. Helmets & lights required. Safety waiver must be filled out on your first ride. Leaves .velo.veritas.cyclery at 5:30, arrives at around 7:30. Bring a friend. Make a friend. Tell your friends and grandparents who don’t have social media. See you there!

March is New Bike Month!

Come get a ridiculous deal on road and gravel bikes from Pinarello, Cervelo and others while they last!

Call, message or stop by for availability.

🔥🔥🔥LANE

So happy to be able to work with at on this awesome build. A customer needed fit service before ordering his Dogma X and ended up ordering the frame from me at IVV. He had also worked with Matt at AE Service Course and wanted to show his appreciation for Matt’s time, energy and expertise by giving him some business. No problem. Matt consulted and sourced the group, wheels and finishing kit, while I ordered the frame and did the build.

It’s been wonderful to have another owner-operated shop up the road who is as focused on quality, precision and integrity as I am. Matt has been encouraging and supportive since I opened IVV and I can’t tell you the number of people who have walked through the door and said, “I go to Matt’s shop up in Folsom and he said I should check you out.”

Due to our mutual commitment to providing the highest quality service and products, we work with a lot of the same brands - , , , , etc. - but I always feel like I have a collaborator - and occasional co-conspirator - never a competitor.

Matt and I would both like to thank all of you who have supported our shops over the last couple years. It’s been wonderful to meet each of you, one by one, and to find our little community of people who understand that value is different from price and support our goal of providing the best possible products and experience. I can’t adequately explain how much it means to us when you make your purchases with us at our small, local businesses instead of at corporate shops or online. We understand that similar items are available cheaper and we’re trying hard to offer better options and a better experience.

So, thanks to all of you and to Matt for your support. It means the world to me. ❤️

What could be missing from the life of a man blessed with a lovely partner, stunning good looks, a charming demeanor and thirteen Colnagos?

This.

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If you know deep in your heart that Strade Bianche is the best race of the season and your soul yearns to be set free on the white gravel roads of Tuscany, come watch it with us on a 9’x16’ viewing area (that’s feet, not kilometers, Euronerds).

If you have no idea what I’m on about, come find out.

Live race coverage starts at 5am, so set an alarm. After the race wraps up, we’ll do a short ride ending at on O St. Coffee, pastries, bikes, etc. Bring a friend. Make a friend. Fight a friend? Make an enemy. Wear a costume if you want. This is going to be fun.

Look at this lil guy, all ready for his forever home. 🥲

New SaTir for . [chef’s kiss]

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Kinda crazy and really exciting to see really pushing the boundaries of what a gravel bike can be. Rear suspension? Big tires?? Dropper posts??? STRAIGHT DROP BARS?!?! The ZFS-5 is ready for the chunkiest gravel you can find, even on narrow trails through mountainous terrain, littered with rocks (pictured - they’re the really big gravels), drops and roots (also pictured). Is it Monster Gravel? Gravelissimo? Rock biking? No matter what we end up calling this crazy new trend I’ll be here on the forefront, updating you with my findings as we trail blaze into the future together.

So a Dane, an Australian and an American go for a bike ride … stop me if you’ve heard this one …

Red means go.

New bike day! A Giant Propel Advancrd SL with Hunt Aerodynamicist wheels and Dura-Ace. This one hit the scales at 6.99 kg, so she’s race legal. Coming to a Cat 4 crit near you! 😉

Sunday coffee ride. Where did you ride today?