The buzz around Bentonville's biking scene continues to grow, and at its center stands Bentonville Bicycle Company, poised for an exciting expansion onto the Walmart campus. Jesse, the company's co-owner, shares the remarkable journey from a modest container structure near 21C Hotel to becoming the region's premier cycling destination for two consecutive years.

What started as a rental operation has blossomed into a full-service bike shop with strategic brand selection and a clear vision. Jesse's approach differs from typical bike shops – carrying just one quality brand at each price point creates clarity for customers while fostering stronger relationships with manufacturers like Pivot, who reward this focus with custom builds and special attention.

The new 2,500-square-foot campus location will feature a mezzanine design, offering two floors of cycling paradise strategically positioned on J Street facing the park. While their existing location will continue catering to mountain biking enthusiasts, this expansion embraces city riding with cargo bikes, e-bikes, and extended service capabilities.

Jesse's passion for e-bikes illuminates how cycling is evolving – once skeptical riding buddies now exclusively use electric assistance, finding it enhances the experience while still providing excellent exercise. These bikes have opened cycling to those recovering from injuries or seeking to ride with fitter companions without struggling.

Perhaps most fascinating is how Bentonville Bicycle Company will integrate with Walmart's emerging cycling culture. With dedicated bike captains organizing commuter groups from various neighborhoods and a goal of having 10% of associates biking to work, the campus is becoming a cycling hub. Jesse's shop complements Walmart's employee bike program perfectly – associates can try different bikes through Walmart's program, then purchase their own through Bentonville Bicycle Company.

Whether you're a mountain biking enthusiast, a curious beginner, or someone looking to transform your daily commute, stop by their Walton and Central location or visit the new campus shop when it opens. Experience firsthand why cyclists worldwide recognize Bentonville as a premier biking destination!

More About this Episode

How Bentonville Bicycle Company Became the Heartbeat of Cycling Culture in Northwest Arkansas

In a city increasingly defined by its trails, tech, and tenacity, one business has quietly grown into a cultural cornerstone: Bentonville Bicycle Company. From humble beginnings in a shipping container to a premier presence on the Walmart campus, this bike shop is doing more than just selling bikes - it’s shaping the future of transportation and recreation in Northwest Arkansas.

From Hobby to Household Name

It all started as a side project - a simple rental bike shop launched in downtown Bentonville for fun. Limited space led to an innovative setup using shipping containers near 21C Museum Hotel. But what started off as a passion project quickly caught fire. The demand for rentals surged. Locals and visitors alike took notice. And in a city rapidly becoming the mountain biking capital of the country, Bentonville Bicycle Company was perfectly positioned to grow.

Fast-forward to today, and the business now operates from a central location on Walton and Central, with plans for a high-profile expansion into Walmart’s new corporate campus. Named Northwest Arkansas’s "Bike Shop of the Year" two years running, the shop has become a magnet for riders from all over the country and beyond.

Strategic Expansion to Walmart’s New Campus

The upcoming second location on the Walmart campus isn’t just a retail move, it’s a strategic statement. Bentonville Bicycle Company was selected over major regional competitors to be the exclusive bike shop on campus. Why? Because they didn’t pitch just another store, they pitched a cultural fit.

The new shop will feature two stories, a mezzanine level, and a robust offering of commuter, cargo, and city bikes, in addition to high-performance mountain bikes. Most notably, it will emphasize service, allowing Walmart associates to drop off their bikes before work and pick them up afterward, a convenience that aligns with the campus’s commitment to sustainable transportation.

Bike Shop with a Purpose

Owner Jesse, a longtime Bentonville entrepreneur, attributes the shop’s success not just to savvy business moves, but to the culture his team has cultivated. “We don’t just sell bikes,” he explains. “We build community.”

That ethos is evident in every corner of the shop’s operations. They were the first in the area to carry apparel from Women of Oz, a local nonprofit that promotes women’s mountain biking. They also work closely with Walmart’s existing employee-focused bike shop to provide servicing support, aiming for collaboration rather than competition.

Riding the E-Bike Boom

The conversation around electric bikes (e-bikes) is impossible to ignore, and Jesse is leaning all the way in. Once the subject of playful teasing among local riders, e-bikes are now outselling many traditional bikes at the shop. The reasons are obvious: accessibility, range, and sheer fun.

Bentonville Bicycle Company carries e-bikes starting around $1,300, with models like the Radio Flyer and Electric Bike Company cruisers offering an excellent entry point for families and commuters. “E-bikes opened the door for a lot of people who wouldn’t otherwise be riding,” Jesse says. “They changed the industry.”

A Curated Lineup of High-Performance Bikes

While e-bikes are on the rise, the shop hasn’t forgotten its roots in performance mountain biking. Bentonville Bicycle Company carries premium brands like Pivot, Norco, and Rocky Mountain, offering curated selections within distinct price tiers.

“We try to only carry one brand per category to reduce overlap and simplify the customer’s decision-making,” Jesse explains. “It keeps our inventory sharp and focused, and the bike brands love that.”

They even offer top-tier rentals, often with bikes valued at $6,000 or more, catering to travelers and enthusiasts who want to experience Bentonville’s renowned trail systems without the hassle of shipping their gear.

Rentals, Retail, and a Whole Lot of Swag

In addition to bike sales and services, the shop has mastered another angle: retail swag. With Bentonville becoming a pilgrimage site for cyclists, the demand for branded merchandise is massive. “We sell a ton of shirts, mugs, water bottles - all high-end stuff,” Jesse notes. “It’s like when you used to ride Harleys and had to grab a T-shirt from every shop you visited.”

That same mentality is fueling the loyalty loop. Visitors rent a bike, fall in love with the experience, buy a shirt, and often a bike, then come back the next year.

Planning for the Future — and Retiring into It

Though Jesse is still involved in multiple business ventures, he sees Bentonville Bicycle Company as his future and his retirement plan. While his partner, Paul, handles more of the day-to-day, Jesse is gearing up to eventually work in the shop full-time, wrenching bikes and riding trails.

It’s not hard to see why. His kids race. His community rides. And with the new Walmart campus acting as a central hub for bike commuting, the shop is positioned at the heart of one of the most exciting transportation shifts in America.

A Perfect Fit for a New Kind of Campus

Walmart’s new campus isn’t just another corporate headquarters. It’s a city within a city, complete with food halls, fitness centers, coffee shops, and greenways. Jesse’s shop will sit front and center on J Street, facing a massive public park and nestled among high-traffic anchor tenants like the Walmart Pharmacy and Sam Walton Auditorium.

The collaboration with Walmart’s planning team has been seamless. “They’ve been incredibly intentional about making sure businesses on campus are successful,” Jesse says. “They care about long-term partnerships, not just filling retail space.”

Community-Driven, Culture-First

At the end of the day, Bentonville Bicycle Company is a business built around values — inclusion, quality, service, and fun. They’re not out to dominate the local bike market. They’re out to build something lasting. Whether it’s servicing kids’ bikes at community races for free, carrying gear for underrepresented riders, or helping people fall in love with e-biking, they’re setting the standard for what a modern bike shop can be.

In Bentonville — a place already known for world-class trails and a world-changing company — Bentonville Bicycle Company is becoming part of the story. And if you’ve ever jumped on an e-bike and cruised through Slaughter Pen, you know it’s a story worth riding into.