Seven-time Tour de France winner and Austin hero Lance Armstrong is adding another project to his busy schedule—a bike shop in the heart of downtown Austin called Mellow Johnny's. The shop is envisioned as a one-of-a-kind concept facility, featuring a complete retail offering with bikes, equipment, apparel, and a professional service center.

"It's more than a place to buy a bike. I want it to be a place where cyclists of all levels come in and are encouraged, inspired, and motivated to make cycling a daily part of life", said Lance Armstrong. "And of course—a place where racers and enthusiasts can get the best equipment, service, and know-how to go faster—or farther—on their bikes."

To announce its Grand Opening, Mellow Johnny's will host a day of activities on Saturday May 10 with appearances by key guests and vendors, including Seven Cycles—one of the brands chosen to be among the shop's select product offerings. There will be Seven's bikes on display for demo, including the new full-custom carbon V.II. In addition, Jenna Weikerth, Senior Account Executive at Seven, will be on hand all day to help set up test rides and answer questions.

The event will also include book signings and appearances throughout the day by Chris Carmichael, Michael Ward, and Lance himself. The festivities will conclude with a private party that night.

"We've consciously followed Lance's interests into the history of bike racing, as well as into new and emerging products from the US and abroad", commented Craig Staley, General Manager of Mellow Johnny's. "We have really concentrated on putting together a unique variety of product that fully captures the lifestyle and culture of cycling—from urban to mountain, to road—we wanted to take a 'surf shop' approach to bikes."

Armstrong continued, "It's pretty simple—we all love riding bikes, and want everyone from the beginner to the most experienced cyclist to find something here that puts a smile on their face, and gets them out on two wheels. You don't have to be training for the Tour de France. If you ride your bike, you are healthier; there is less car traffic, less dirty air. So, just get out there, on the trail, on the road, on the way to school or work, wherever, and ride your bike."

Mellow Johnny's is located at 4th and Nueces, between Congress and Lamar, in the heart of downtown Austin Texas.

Mellow Johnny's Bike Shop
400 Nueces Street
Austin, Texas 78701
512 473 0040
www.mellowjohnnys.com