The Facing Seaside IV Project and Exhibition
AMG Cyclery
DLAMP students visit AMG Cyclery in Seaside
AMG Cyclery has become a cornerstone of the cycling community in Seaside and greater Monterey County, fostering a vibrant culture of healthy living, sustainability, and community connection through two wheels. More than just a bike shop, AMG is a passionate hub for riders of all backgrounds—from seasoned road racers to weekend family cruisers—offering not only expert repairs and quality equipment but also a sense of belonging and local pride.
Founded with a deep love for cycling and a commitment to serving the community, AMG Cyclery has consistently gone above and beyond in supporting local riders. Whether you’re looking for a high-performance road bike, a rugged mountain rig, or a comfortable commuter bike, their knowledgeable team helps customers find the right fit with care and precision. Their full-service repair center is known throughout the region for honest assessments, quick turnarounds, and fair pricing, earning them the trust and loyalty of riders across Monterey County.
But AMG’s impact extends far beyond retail. They are a driving force behind the region’s growing bike culture, organizing weekly group rides that build camaraderie and encourage safe cycling habits. These rides are inclusive, welcoming riders of all skill levels and creating opportunities for connection between newcomers and longtime cyclists. AMG also actively participates in local events like the Sea Otter Classic and works with schools and youth programs to promote biking as a fun and empowering activity for young people.
Thank you to our generous sponsors!
AMG Cyclery Studio and Business Visit
Name: Alex Gonzales
Name of business: AMG Cyclery
What your business offers the community of Seaside:
Bicycle sales, service and such a good time!
Are you from Monterey County, if not where are you from?
I’m originally from Houston, Texas, but Monterey County has quickly become home. My wife and I moved here a little over a year ago, drawn by the incredible natural beauty, the welcoming community, and of course, the fantastic cycling culture. Houston has its charm, but there’s something about the mix of mountains, coastline, and open roads here that’s just perfect for cycling enthusiasts like me.
When did you move to Seaside?
October 2023.
What brought you to Seaside?
My wife and I moved to Seaside specifically for the bike shop and to be in a community that aligned with our lifestyle. The area’s strong sense of community, great cycling routes, and growing outdoor culture made it the perfect fit. Opening AMG Cyclery here felt like a natural way to contribute to the local cycling scene while enjoying everything Seaside has to offer.
When was your business established in Seaside?
July 26th 2024 was our opening date and completely coincidentally also my birthday.
What was the main reason / motivation to start your business?
The main motivation to start AMG Cyclery was my passion for cycling and my desire to share that with others. I’ve spent years in the cycling industry, and I wanted to create a space where riders of all levels feel supported—whether they’re looking for accessories and apparel, service, or a community to ride with. Starting this business was my way of combining my expertise with my love for cycling and giving back to the local community. My very first job at 16 years old was a bike mechanic. I fell in love with the community and the sport itself.
Do you have an educational background that helped start up the business or are you self taught?
My educational background is in engineering, which gave me a solid foundation. However, what truly prepared me for starting AMG Cyclery was the hands-on experience I gained working with my dad and brothers in our family construction company. That experience taught me the importance of hard work, dedication to your craft, and running a business effectively—lessons I’ve carried with me into this venture.
How did you learn all that you do, who were your mentors, or folks who encouraged / supported you when you decided to start your business?
I’ve learned a lot through hands-on experience and years of working in the cycling industry, but my biggest mentor has been my dad. Working alongside him in our family construction business taught me the ins and outs of running a successful operation. My wife has also been a huge source of encouragement and support throughout this journey. When I first asked her to start AMG Cyclery with me and told her we’d need to move across the country to do it, her first question was “What should we name our shop”?
Is this work that has been in your family for generations, or did you start this business with a vision of your own?
Entrepreneurship runs in my family—both my dad and my grandfather are small business owners. The love for cycling, however, started with my dad. He introduced me to bikes when I was around 10 years old, and that passion only grew from there. Starting AMG Cyclery was my own vision, combining my entrepreneurial roots with my lifelong love for cycling.
Who are your inspirations? (business or otherwise)
My biggest inspiration are my parents. Watching my dad run his own businesses with dedication and integrity taught me the value of hard work and perseverance. He’s always been a role model for me, both personally and professionally, and his example continues to guide me as I navigate my own journey with AMG Cyclery. My mom. She’s the most steadfast and determined person I know. No matter what challenges came her way, she never let anything stop her from achieving her goals. Her resilience and work ethic have been a guiding light for me, both in life and in starting my own business. A quote she read me from The Myth of Hercules that’s stuck with me all my life "Even Atlas bent beneath the weight, but I held the sky and stood firm." I feel like this really encapsulates what their teachings brought me.
What would you say is your business specialty?
Our specialty is community. It’s what I fell in love with when I first started in the cycling industry, and I wanted to bring that same sense of connection and camaraderie to the Monterey Peninsula. At AMG Cyclery, it’s not just about selling bikes—it’s about creating a space where riders can come together, share their passion, and feel supported every step of the way.
What are your hopes and dreams for the future of your business?
My main hope for AMG Cyclery is to create a place where cyclists in Monterey County feel welcomed and supported. I want to build a strong community, where riders of all levels can connect, share experiences, and find the gear and advice they need. It’s important to me that we stay involved in local cycling issues, like supporting MORCA’s efforts for better trails. In the future, I’d love to grow the shop, offer more options, and host events and group rides that bring people together. But at the heart of it, I just want to create a space where people feel comfortable and inspired to ride, no matter where they are on their cycling journey.
What would be a single piece of advice that you would give someone who is thinking of starting up their own business?
My advice would be to really research your industry and understand what works today, not just what worked in the past. There are a lot of outdated business models out there that just don’t fit the current market. Make sure your business is adaptable and can meet the needs of your customers in a meaningful way. It’s important to stay flexible and open to new ideas—what works today might need tweaking tomorrow. But at the core, make sure your passion and purpose are clear, because that will guide you through the tough times.
What are your feelings about community, what does community mean to you here in Seaside? Is community important to you?
Community is everything to me, especially here in Seaside. It’s the heart of running a successful small business. Without the support of the local community, it’s just not possible to thrive. The community we’ve found here has been amazing—people have really embraced AMG Cyclery, and we’re incredibly grateful for that. It’s more than just customers; it’s about building relationships and being part of something bigger. The sense of connection and support here makes all the hard work worth it, and it’s what keeps me motivated every day.
How does the community influence and or engage with your business?
The community plays a huge role in how we operate. We host a lot of group rides that attract all kinds of riders, from road cyclists to mountain bikers and everyone in between. It’s always great to see people from different cycling disciplines come together at the shop, share their experiences, and support each other. These rides and events not only strengthen our connection with the community but also help us understand the diverse needs of local cyclists, which in turn shapes how we serve them. The community’s engagement is a big part of what makes AMG Cyclery feel like more than just another bike shop.
Do you have any plans for expansion?
At the moment, I don’t have any plans for expansion. I think it’s important to stay focused on what works and really understand your industry. When I look at the modern bike shop model, I don’t see expansion as the right move for us right now. Instead, I want to focus on building deeper connections with the community and continuing to improve what we already have. For me, it’s more about quality and service than growth for growth’s sake.
Who is your typical customer?
What’s great about this community is that we don’t really have a typical customer. We’ve had the privilege of helping a wide range of people—whether it’s someone getting on their first bike or someone gearing up for their first race. We’ve also worked with experienced cyclists, building custom bikes for cross-country trips. It’s that diversity that makes every day interesting and rewarding. We’re here for anyone, no matter where they are on their cycling journey.
What is your customer demographic, who are you trying to reach?
Our customer demographic is simple: anyone who enjoys riding a bike. Whether you're into road cycling, mountain biking, or just casual rides around town, we want to be as inclusive as possible. If you love being on two wheels, you're the kind of person we want to see at the shop. We aim to create a welcoming space for all kinds of cyclists, no matter their experience or type of ride.
Do you have social media for your business? What platforms?
Instagram as @amg.cyclery
Facebook as AMG Cyclery
NextDoor as AMG Cyclery
Do you have a current website? If so, please list it below.
How are you currently marketing to potential customers?
We started with some ads in the local papers to get the word out, but most of our marketing happens on social media. Platforms like Instagram and Facebook have been great for connecting with the community, sharing our events, and showing what we’re up to at the shop. Social media allows us to engage directly with our customers, and it’s been a key way for people to discover AMG Cyclery. It’s all about building relationships and keeping the conversation going online and offline.
Please provide an example of our community in action in relation to your business? Or when do/have you feel most supported by the community?
For our very first group ride, we decided to host it at night, even though it was pretty chilly outside. To my surprise, over 50 people showed up to ride with us to Lovers Point and back to Other Brother. It was an incredible turnout, especially for our first event, and the energy was amazing. I honestly couldn’t have asked for a better start to our group rides. It really showed me how supportive and excited the community is to get out and ride together, no matter the weather.
How does your business show up for the community?
We’re really committed to showing up for the community in a variety of ways. Every month, we host three different types of rides—a casual ride, a road ride, and a mountain bike ride—so there’s something for everyone. We also provide neutral mechanical support at a couple of the CCCX races in Fort Ord, helping racers with any bike issues they might have during the event. It’s all about being present and actively supporting the cycling community, whether that’s through group rides or offering assistance at local races
What would you like to see more of in Seaside? (if anything)
I’d love to see more bike-friendly infrastructure, like better bike lanes and more accessible routes for cyclists of all levels. It would be great to have more designated bike paths that connect neighborhoods, parks, and local businesses, making it easier and safer for people to get around by bike that aren’t just focused around the Coastal Trail. The more we can create opportunities for people to get out and ride, the stronger our cycling community will be.
What sets your business apart from the other businesses in the area? What makes your business unique, desirable or in demand in 2024?
What sets AMG Cyclery apart is the sense of community we’ve built. We’re not just a shop—we’re a place where everyone, no matter their experience level, can feel comfortable and welcomed. Whether you’re picking up your first bike or you’re a seasoned rider looking for advice (or just trying to figure out why your chain keeps falling off), we’re here to make sure you have what you need, but more importantly, that you feel like part of the family. It’s about more than just bikes; it’s about building a space where people feel like they belong. Our goal is to create a place that feels like home, where cyclists can come together, share stories, and support one another (and maybe laugh about that time someone accidentally rode into a bush). That’s what makes us unique, and it’s what keeps people coming back—because it’s not just about the bikes, it’s about being part of something you’re proud to call your community.
Is there anything else unique about the goods or services your business offers that you would like to mention here?
What’s unique about AMG Cyclery is our team. I (Alex) bring my experience in road and mountain racing to the table, and it really shapes how I approach everything from bike selection to ride advice. Then there’s Jarod, our service manager, who has over two decades of mechanic experience. Honestly, I’ve yet to see him stumped by anything that’s come into our shop or prior. His attention to detail is incredible, ensuring that every bike leaving our shop is tuned to perfection and ready to perform. And let’s not forget Tylor—he’s got over 15 years of experience riding, touring, and working on bikes. Tylor is our go-to guy for anything performance-related. If you saw something cool on BikeRadar or PinkBike, chances are Tylor already knows all about it and can help you get it for your bike. Together, we’re a team that’s dedicated to making sure every customer leaves with a bike that’s ready for whatever they have in mind.
