Pas Normal San Francisco: A million-dollar investment in the American cycling community

Danish cycling apparel brand plants its flag on US soil, says America is just ‘one part of the journey.’

Pas Normal Studios in San Francisco
(Image credit: Dylan Buffington)

High-end cycling apparel company Pas Normal Studios officially opened its U.S. flagship store in San Francisco last Friday, complete with a week-long program of community rides and a party to break in the boutique space. 

In a time when online sales easily outperform storefront sales and the whole bike industry is weathering an economic downturn with budget and staff cuts, the opening of a concept store in the pricey lower Haight neighborhood of San Francisco could appear to be risky. 

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Anne-Marije Rook
North American Editor

Cycling Weekly's North American Editor, Anne-Marije Rook is old school. She holds a degree in journalism and started out as a newspaper reporter — in print! She can even be seen bringing a pen and notepad to the press conference.

Originally from The Netherlands, she grew up a bike commuter and didn't find bike racing until her early twenties when living in Seattle, Washington. Strengthened by the many miles spent darting around Seattle's hilly streets on a steel single speed, Rook's progression in the sport was a quick one. As she competed at the elite level, her journalism career followed, and soon she became a full-time cycling journalist. She's now been a cycling journalist for 11 years.