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August 10th, 2016 ~ Vol. 85 No. 31
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CogNation Cyclery partners with Lethbridge company
Crowsnest Pass Herald Front Page
Source: CogNation Cyclery website
EZRA BLACK
Pass Herald Reporter
It’s been an uphill climb for cycling maven Brian McFarlane and his efforts to break into the bike industry but now that he’s partnered up with a company in Lethbridge, the owner of CogNation Cyclery is ready to shift business into high gear.

After working in the oil and gas industry, McFarlane decided to combine his mechanical skills with his passion for riding by becoming a certified bike mechanic. He obtained his certification last September through the United Bicycle Institute by completing an intensive two-week program in Ashland, Oregon.

“What I love about mountain biking is how people of all ages and abilities can go out and enjoy it,” said McFarlane. “One of my personal goals is to help people get out there and enjoy being on a bike.”

McFarlane says he’s been mountain bike riding for most of his adult life and is passionate about both the sport and the amazing riding opportunities in the Pass.

Recently, CogNation teamed up with Ascent Cycle, the oldest bike shop in Lethbridge. In partnership with Ascent, McFarlane can help you get the perfect bike.
continued below ...
“Ascent Cycle has always had an interest in the Crowsnest Pass,” said McFarlane. “And they’ve always wanted to move here themselves but they haven’t as of yet, so I’m representing Ascent in the Pass.”

“Me being a small guy without too much overhead, I can sometimes offer a better price,” he added, “We don't have the overhead of retail outlets.”

Together the two companies are also offering a broad range of servicing, parts and accessories. They also offer warranty servicing here in the Pass for bikes bought at Ascent in Lethbridge.

As an added value, McFarlane is also offering pickup and delivery within the Crowsnest Pass.

To get the best and safest riding experience, a rider needs all the parts of his bike operating at maximum performance, said McFarlane. This includes tire and wheel condition and shifting performance. Also, most of the riding in the Pass is done on mountainous terrain, it is especially important to ensure proper brake performance.

“Just as you keep your vehicle maintained, it's important to give your bike the same attention to keep you riding safe, smooth and comfortable,” said McFarlane.
continued below ...
Years of effort, culminating in the United Riders of Crowsnest’s (UROC) spearheading of new mountain biking trails in the community, means that mountain biking has reached a new level of importance in the Pass.a

McFarlane believes the Pass is poised to become a mountain bike destination for tourists throughout Alberta, B.C. and beyond.

“The success of the recent BC Enduro Race, the continuing trail building focus of UROC, and the efforts of amazing riders like Karey Lee Watanabe and her Sweet Riders Clinics and tours, are contributing to the Crowsnest Pass becoming a "must-do" on the mountain biking map,” he said.

“I'm thrilled to be a part of that.”
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August 10th ~ Vol. 85 No. 31
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