Taylor Brown
Words by Taylor Brown & Photos by Mitch Wiisanen
Jacksonville Beach is welcoming a new endurance shop, Neutral Service, projected to open mid-August. This retailer has a unique vision, aiming to bring a differentiated experience to the area unlike any other cyclist shop.
Alex Brown, co-owner of Neutral Service, expressed, “There hasn’t been a new entrant into the cycling or endurance sports sector in Jacksonville for quite some time, so we’re excited to breathe some new life to the community.”
The concept is to focus on fostering a community while providing superior service, filling the void in the marketplace for reliable expertise in service, selection, and performance.
“Essentially, we are looking to create a new “home” for cyclists and endurance athletes (runners, triathletes, swimmers, etc). We will be a full-service bike shop but also a shop for a suite of high-value, story-focused brands and products that have been tried and tested to perform regardless of what level you compete at. Furthermore, our shop will house a full-service coffee and beer and wine bar that adheres to our commitment of excellence,” Brown explained. 
Neutral Service draws inspiration from European culture’s welcoming, aspirational, and approachable energy toward endurance sports. At its core is inclusivity, promising to cater to beginners with the same attention and support as avid enthusiasts. Their mantra, “For Athletes on the course,” embodies their commitment to helping all athletes on their journey. Their name takes their dedication one step further, as it comes from the neutral service vehicles used during races that follow cyclists along the course providing whatever help they may need.
The team hopes to create new and engaging opportunities for the existing endurance sports community in Jacksonville. Brown mentioned some of the new ideas they will bring to life including regular weekly group rides and runs, larger organized ride/run events, events from brand partners and even potentially opportunities for racing. “In the hopes of being more inclusive, we hope to help be a key player in bringing together and unifying the broad cycling and endurance sports community across Northeast Florida,” he added.
Neutral Service’s commitment to satisfying a need in the community has motivated them to raise the bar for endurance shops to meet global standards. The shop’s unique floor plan, offering high-end products and services while crafting a space to encourage engagement, will be a great addition to the community.
The team is working rigorously to open the shop alongside the start of the La Vuelta a España (the Tour of Spain). To stay up to date with Neutral Service’s opening festivities, store updates, and community involvement, follow them on Instagram: @weareneutralservice.
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