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The Village Difference

The Village Difference

About Us

Since 1974, Grand Rapids area cyclists have enjoyed the friendly, helpful service at Village Bike & Fitness.  What started as one little shop in Eastown has become three stores serving the GR metro area with a large inventory of all types of bikes from balance bikes for toddlers to cutting edge racing bikes and everything in between.  Our service departments perform expert repairs on all brands and styles of bikes and we stock the best cycling apparel and accessories so you can ride safe and happy.

Our scientific approach to bike fitting has helped thousands of cyclists ride faster and farther, with more comfort and less injury.  Our highly trained bike fit specialists love hearing back from riders who are riding pain-free or winning their age group after their fitting.

The Village Bike & Fitness 30-Day Promise:
When you take your new bike home, we guarantee you will love it!  If you don’t we want to know so we can:

1)  Re-fit the bike

2)  Trade in parts

3)  Exchange it for a different model bike

4)  Give your money back.  (If it’s not in new condition anymore, we’ll deduct for the wear, but the point is, we want you to love your bike!)

Village Bike & Fitness is the only shop in West Michigan to be named one of “America’s Best Bike Shops” by The National Bicycle Dealers Association for six years in a row.  

Bicycle Maintenance and Repair

Village Bike & Fitness offers expert repair of all makes and models of bikes at all four stores.

From an on-the-spot tube change or gear adjust to a full overhaul or custom build, we've got you covered.

Bring your bike anytime. Our friendly mechanics will start with a free check-over and make recommendations for service. Then you decide the course of action. Most work is completed in just a few days. Or you can schedule an appointment for even faster service.

Bikes are beautiful machines, but they do need regular maintenance to keep things rolling smoothly.

Bike Fitting:
Why get fit?

You will ride faster and farther with less injury and more comfort as a result of your Bike Fit from Village Bike & Fitness.  We guarantee it.  

In a 1.5-3.0 hour session you will receive a comprehensive cycling assessment and fit from one of our Bike Fit Specialists following the format below:
Rider Profile Interview
We want to understand your riding goals, your injury history, and other important factors.
Physical Assessment
Your Fit Specialist will perform twenty-five assessments of your body including tests for range-of-motion, flexibility, body symmetry, core strength, and foot structure.
Cycling Position Analysis
A.     Side View: Using the information from the physical assessment, your Fit Specialist will adjust saddle height and setback, reach and drop to achieve your most powerful and comfortable position.
B.     Front View: Unique to the Body Geometry Fit process, this frontal view analysis will optimize your hip, knee and foot alignment for greater performance and balanced power delivery.


I live in southern Indiana and you might ask why I would drive to Grand Rapids to have a bike fit. Cory was highly recommended by my wife's uncle who continually reminded me you can feel comfortable on a bike.  During and after the rides I would experience discomfort in my lower back, neck, and knees. 
The bike fitting was enlightening and Cory helped me understand the fundamentals of riding a bike. He pointed out what mechanics I needed to work on and explained why it would improve my cycling. The video was eye opening and confirmed everything Cory was doing; even for a novice it was obvious. By the end of the fitting I was 100% confident Cory was going to get me in the correct position to enhance my riding comfort. In March 2012 I purchased a Custom Guru designed by Cory. The bike is phenomenal, but the fit is even better. Cory listened to me and heard what I wanted to get out of the bike. The bike was set up for comfort, but the resulting fit increased my speed and climbing power. I cannot thank Cory enough and would drive twice the distance to get this result. 
Robb - Solsberry, Indiana

Cory is the real deal! I feel like I learned a ton from my fitting and I'm so much more comfortable on the bike. Thanks Cory! 
Skye - Grand Rapids, MI

Cory is a rockstar. He had answers to all my questions, suggestions and ideas. I am new to the cycling world and I went into it with added confidence from the time I spent with him. 
Angie - Grand Rapids, MI

Cory and staff,
Thank you for going the extra mile in my fit.  It was a great experience.  I can tell a true professional when I see one.  The staff was very friendly and dropped what they were working on to get my bike ready so I didn’t have to make a return trip.  I rode my new bike today and it was awesome, thank you.  I road 27 miles, the most I’ve ridden since I was a teenager.  Looking forward to being able to have sustained rides that will help me loose weight and get back to my pre surgery fitness levels.  Thank you again.  Looking forward to doing more business with you in the future. 
Jody - Ludington, MI 

My husband and I came into today for bike fittings and had an outstanding experience! I learned more in few hours than I have in the past 5 years of cycling! Cory is a pro in every sense of the word and was incredibly thorough in his analysis and recommendations. I am so excited that my next ride will be pain-free (well, at least the avoidable kind!).
6 months later:
My goal to race 70.3 before I turn 40 is feeling more and more attainable!! The crazy thing is, when I came to you for a fitting my only goal was to relieve my discomfort in the saddle. But then I got this sexy new bike which motivated me, oddly enough, to get back in the water and give swimming another shot. This past Sunday's race wouldn't have happened without your help, so thank you for that!!  
Beth - Alma, MI

Prior to visiting Cory, I could not go 14 miles without my hands and lower arms going numb due to carpel tunnel syndrome.  We changed the handlebar to be quite a bit shorter, changed the angle of the stem to be more upright and added aero bars to help take the pressure off my hands. I brought the bike home and have been riding daily ever since. I will never buy another bike without a professional fit again and I will have Cory doing that fitting. Thank you for allowing a whole world of cycling to open up to me and giving me the ability to go riding without pain.
Heather - Flat Rock, MI

I have been getting out quite a bit and am having no pain... I destroyed all my previous strava numbers. I did 50 miles before thanksgiving and had no discomfort. Everything seems to be working. I changed the set-up on my mountain bikes and have had similar results. My wife is injured right now (IT band) and doing PT once she is better I want to get her in for a fit. She does sprint triathlons. We got our bikes from the same shop so I'm sure her current fit is off.
Andy - Gobles, MI

Oh my goodness ...I'm in LOVE, lol! What a nice ride, the fit makes ALL the difference. Thank you, Cory!
Debbie - Fremont, MI

Great guys at @villagebikeGR, got my bike position all sorted for the season.  Let's hope it helps to a few @UHCprocycling wins!
Karl - Grand Rapids, MI

THANK YOU! I feel that you have helped me a great
deal. I am still an old guy, and still have some potentially serious medical
issues. But, you've helped me keep on riding, and that was the objective.
Joe - Detroit, MI

The fit was a hand in a glove.
Brian - Hudsonville, MI

Cory, I just want to thank you for all of your help over the last six months with
my bike. I have been very happy with the way my Guru fits and still can't
believe how good you can feel after riding 112 miles and still run a
marathon! I had a 6:03 bike split, 18.48 MPH! Then I had the legs to run a 3:58 marathon. A PR by 19 minutes with a time of 11:26!! Top 12% over all and 23% in my age group! I just wanted to say thanks again, the bike helped to make a great race.
Charlie - Grand Rapids, MI

Guru of the shoe fitting Cory!!! Just barely felt 4th metetarsil at the 48 mile mark. You are my hero. A very heartfelt thank you for making road riding so pleasurable again for me. You will never know how happy I am. I am still in a state of euphoria over what a great job you've done.
Boots - Big Rapids, MI

My new custom fit Guru tri bike is awesome! The pro fit with Cory has helped me enjoy cycling much more. I'm more comfortable and riding without pain. I'm also faster and can ride confidently in aerobars next to traffic and going downhill - something I've never been able to do before on my previous road bike. In my first triathlon on the Guru, my 40k bike time was 8-min faster than the previous year with my heart rate 13 bpm lower with less bike training. I love the bike and can't wait until I get more miles on it for triathlon racing. The investment was totally worth it - thanks VBS! 
Chris - Wyoming, MI

I love my new ride! Cory is an expert in the field of bike fitting. Village Bike is the best of the best. Thank you Cory for your time spent getting my bike together not only during business hours but on your day off.  
Molly - Shelbyville, MI

I had no idea what a difference it would make!! She went the extra mile for me as my right leg is almost an inch shorter than my left. Heidi and all the people at Village are the best- great service and products too. Thanks again. I would HIGHLY recommend Heidi and Village Bike.
Beth - Ada, MI

As I look back at the year, one of the greatest things I could have done to improve my racing was to get the fit by Village. The end result was me being able to consistently stay with the lead pack and even place a couple of times.  All the races yielded improved time over prior years with reduced training rides.
Kevin - Grand Rapids, MI

I'm fairly new to the sport of cycling and had no idea how important it was to be fitted to your bike. Being a triathlete, it's amazing how fresh my legs feel immediately into the run coming off my bike now. I highly recommend Cory's services to anyone wanting to improve their cycling experience.
Ken - Stanton, MI

Body geometry fit was time well-spent. 
Brad - Grand Rapids, MI

Just want to thank you for spending so much time with my fitting last week.  I was really impressed with your attention to detail in every aspect of the fitting.  I rode on Sunday and everything felt good.
Ed - East Lansing, MI

I rode this weekend and noticed a distinct difference. The ride felt more comfortable, I did not feel as tired in the end and I could climb easier... Thanks for the help, it really works great. I do want to bring my other bikes to have them adjusted... 
Phil - Ann Arbor, MI

Thanks for setting me up with a Guru Crono. The fit is spectacular! I have never been more comfortable on a bike. The customer service Village provides is second to none! I will be coming back to you for all my cycling needs.
Jon - Grandville, MI

The fit, components and performance are phenomenal!...I'm just awestruck by the entire experience. 
Ed - Charlotte, MI

Had a couple of rides and love the new set-up. The shoes are great, and I'm getting used to the new pedals and clip-in procedure. Definitely have more power available. Spending more time on the big chain ring without any loss of cadence. Thanks again for your help.
Clay - Holland, MI

I think the fitting process and time and thought you guys put into the bike really paid off. I would give overall comfort and fit very high marks. During and after the rides I experienced minimum discomfort in my arms, neck, upper and lower back and legs. The old knee pain or IT pain I occasionally experienced did not recur once.
Mark - Lansing, MI

Heidi and Cory were great to work with and set me up with the best bike I could get within my budget. I've had nothing but great service from you all. That's why I consider Village Bike and Fitness my bike shop.
Allyn - Kalamazoo, MI

I am much more comfortable on the bike and coming off of it. Transition runs are no problem now.  
Tom - Grand Haven, MI

Once again I am able to ride comfortably, even with my limitations. The professionals at Village Bike really take the time to listen and accommodate their customers' needs... They are truly the best in the business! 
Mike - Grand Rapids, MI

I had been in great discomfort for several thousand miles prior to talking to you...Your bike fit turned out to be the solution to my problem. I was able to ride the Colorburst Tour the very next day with no problems at all. I would recommend a bike fit from Village Bike & Fitness to anyone interested in getting into biking. It was money well spent.  
Steve - Grand Ledge, MI

I can't tell enough how much I enjoyed the BG Fitting Process... You made it informative, fun and in my humble opinion - worth every bit of the 3 hours spent at your shop. Your staff has created a wonderful experience each time that I have visited the store and I look forward to coming back every time. 
Christopher - Grandville, MI

Well I got in 60 miles in some nice strong winds this morning and I am happy to say that my neck pain is gone!!! The new position of the aerobars felt great! Also my shoes felt very comfortable and no numbness at all! I also thought you would be glad to know that I felt really strong on my bike. I feel like I have a bit more power!
JD - Lansing, MI

Bike fit became very important to me when I started doing longer distance rides. Pain and discomfort on the bike really became my limiting factor when training for an Ironman. After my bike fit with Village Bike, I had a more comfortable ride. During the fit, they took the time to explain the process, what adjustments they were making and why they were making them. They made sure that I was always part of the equation. Because I'm comfortable on the bike, I'm riding faster than I ever have in my entire life. 
TK - Ada, MI

I averaged around 18 to 19 MPH before the fit. After the fit I was in the average of 23-25 MPH range. My power seemed to almost DOUBLE. I could breath...and I could actually (really!) drop the hammer when I wanted too. I can't recommend Village Bike Shop and the "bike fit" program enough!! I wish I could speak to all of your customers...I'd tell them, "why not be comfortable and love your ride...not just get through it".
Bob - Grand Rapids, MI

It was worth every penny: one of the best biking investments I've ever made....It's amazing how much difference a centimeter makes after twenty miles. My knees can attest to that... Thanks for the new legs!
Brad - Grandville, MI

...Since changing the bike setup, I have lost an average of 5-10 heart beats per minute on most of the same power-based rides.
Brian - Grand Rapids, MI

Reviews for our bicycle service:

Very good customer service and very good communication about recommended repairs.
Eric  -  Grand Rapids, MI

The team at the Cascade store has always been great. They remember me when I come in.
Brian  -  Alto, MI

Your guys went above and beyond and were good teachers. Nicely done.
Brad  -  Zeeland, MI

I had injured my bike on a trail and brought it in, mud and all. I decided to go with a tune up instead of the original service I thought I would need. It turned out to be a good deal, in addition to the necessary maintenance needed, they cleaned my bike! I've tried other bike shops around the southern part of GR, but I still like the Kzoo location the best.
George  -  Kentwood, MI

Day before my first Ironman I had rear tire issues on an older 12 speed. The techs fixed my broken spokes and some additional work. I was able to successfully ride my in the MiTi race the next day without issues. I can’t thank you enough!
Chris  -  Grand Rapids, MI

I appreciate taking care of a warranty repair on behalf of a bike company you do not represent. Thank you.
Bruce  -  Newaygo, MI

We are new to the area. The employee who worked on our bikes was Super thorough and helpful. He was very knowledgeable about where to mountain bike in the area and took his time to chat with us. We’ll be back!
Mark  -  Kentwood, MI

David at the Jenison location was super friendly and listened carefully to the problems I was having with my bike and resolved them. He went out of his to help me and was fabulous!
Tiffani  -  Grandville, MI

Not only was my spoke replaced and wheel trued but the technician took the time to wipe off some of the formidable dirt on the bike. My bike came back nicer than it was when i brought it in. Most impressive!!
Darlene  -  Grandville, MI  

Amazing customer service. I was not pushed at all to make unneeded expensive repairs and was explained exactly what needed to be done to my bike and how they would do it. Will definitely come here for any of my bike needs.
Justin  -  Grand Rapids, MI

When I picked up my bikes, the technician was very helpful and friendly. He had my son ride his bike in the parking lot and kindly adjusted the seat and handle bars to fit him better. He even helped load the bikes in my car for me. Excellent service!
Dawn  -  Grand Rapids, MI

My bike was serviced 4 days quicker than promised!
Dennis  -  Gowen, MI  

I have been very pleased with Village Bike Shop. For this visit, my family was leaving for a camping trip when my son informed me of broken pedals and a jumping chain on his bike. The gentleman that greeted us listened to our issues, then offered some suggestions. He oiled up the rusty chain (no charge) and then passed us to a technician for the pedals. The tech is a nurse who also offered some suggestions on some "numb hands" I have when road biking. Very pleased.
Joey  -  Grand Rapids, MI

Thanks for all the great service these past 20 years! I love my bike!
Paul  -  Grandville, MI

Always trust the mechanics and the work that VB does!
Dennis  -  Grand Rapids, MI

I love how knowledgeable the staff are. I know little about cycling since I'm still pretty new to the game,
but the staff answered all my questions and never made me feel like a nuisance. 
Jonathan  -  Cascade, MI

I feel very comfortable at the store and I never get pressured to buy/upgrade anything.
Keith  -  Ada, MI

Awesome! (as usual :) Best bike shop in town hands down!
Thomas  -  Kentwood, MI

Great service and staff. Professional, knowledgeable, and friendly.
Have recommended several friends to this shop

Cathy - Grand Rapids, MI

Super friendly staff, prompt service. Wouldn't go anywhere else.
Charlie  -  Grand Rapids, MI

Very knowledgeable staff and appreciate the attention they give to me when I go in for service. 
Erin  -  Jenison, MI

Thanks for the great work on my bike. I had a chance to take it for a ride this past weekend and everything feels dialed in. 
Shifting is smoother and the brakes more responsive. I'm 100% happy with the work you did.
Jack  -  Grandville, MI

The staff at the Plainfield store are always very pleasant and extremely helpful. They have provided great service when I have had them provide maintenance on my bikes but they are also very helpful and willing to answer any questions I have when I am trying to do my own maintenance.
Amie  -  Cedar Springs, MI

My bikes were ready early, which was great! The folks at the service center were knowledgeable and friendly as always.
Suzanne - Grand Rapids, MI

Once again Michael is the best.
Sue - Greenville, MI

I stopped in with an issue that was quickly looked at and resolved in the 20 min it took me to run another errand nearby. Great service, got me back on the road.
Jason - Grandville, MI