Pedego Electric Bikes Opens in Asheville

April 29, 2021

Locally-Owned Electric Bike Shop Opens Doors to Community; Inspires Connection And Celebrates Outdoor Activity

ASHEVILLE, N.C.—May 5, 2021—Pedego Electric Bikes, a leading electric bike brand, is now open in Asheville at 225 Coxe Avenue. Local store owners Torin and Alice Kexel and Ritchie Rozzelle will host a community event and ribbon cutting ceremony on Wednesday, May 5, from 3 to 6 p.m. to celebrate the occasion.

“We have fallen in love with Pedego e-bikes and wanted to share the experience we enjoy so much with Asheville,” said Torin Kexel. “We are cycling advocates and social change activists, and we are passionate about the ways Pedego e-bikes can change lives in Asheville. We’re confident our community will love the adventure, connection and outdoor experiences Pedego e-bikes will bring to their daily lives.”

The event will include group rides, music and a food truck. Pedego Director of Business Development Cynthia Newcomb will be in attendance to interact with local Pedego enthusiasts.

During the event, Pedego Asheville will also host a fundraiser for Hood Huggers International, an organization that offers sustainable strategies for building support pillars for resilient historically African American neighborhoods.

Torin and Alice owners of Pedego Asheville.

“When you ride a bike through Asheville, you have the time and space to see the diversity, culture and creativity that combine to make this city truly unique,” said Ritchie Rozzelle. “We love the natural beauty that surrounds us in Asheville. And these hills make this perfect place to enjoy Pedego e-bikes.”

The three business partners are heavily involved in the local community. Torin Kexel helped start Green Opportunities, whose mission is to train, support, and connect people from marginalized communities to sustainable employment pathways. Alice Kexel is a Labor and Delivery Nurse, and Rozzelle has an extensive career in cycling advocacy and marketing.

Torin and Alice Kexel and Ritchie Rozzelle first crossed paths when the Kexels hired Rozzelle as the first tour guide for The Flying Bike. The Kexels opened the e-bike tour and rental business in Asheville with a mission to create community and connection through biking. The three recognized the opportunity in e-bike sales and partnered to pursue their shared higher ambitions of bringing biking, community and connection to as many people as possible.

“At Pedego, we’re committed to inspiring connection and adventure within each of our communities,” said Cynthia Newcomb, Director of Business Development at Pedego. “We’re a people-oriented, fun-focused company, which is why Asheville has been the perfect addition to our Pedego family. We look forward to continuing to provide Asheville with the best e-bikes in the world, while also cultivating a community that brings out the best in each other.”

Don DiCostanzo founded Pedego Electric Bikes in 2008 out of a desire to combine quality and style in the e-bike category. Pedego Asheville is one of the over 160 locally-owned Pedego stores throughout the U.S.

For more information on Pedego Electric Bikes, to find a store or try a Pedego electric bike, visit

About Pedego® Electric Bikes

Founded in 2008, Pedego Electric Bikes offers a line of 20 premium quality electric bikes of different styles and colors, suited for the needs of every Pedego customer. Electric bikes are designed to make outdoor exercise easy and convenient for people of all athletic abilities. Created with a vision to be the best brand of electric bikes, the brand has expanded its footprint to more than 160 locally-owned.

Press Contact

Ellie Holt | 229-869-5305