Jon Peters recently visited Highlander Bicycle Co., a standout bike shop in the heart of Atlantic Highlands. He met with Jason, the shop’s owner, who gave Jon a full tour of the space and shared the story behind how it came to be.
From sleek road bikes to powerful e-bikes, Jason has curated a lineup of premium gear that caters to everyone—from casual riders to serious cyclists. More than just a bike shop, Highlander Bicycle Co. has become a hub for the local biking community, offering expert repairs, group rides, and a welcoming vibe that keeps people coming back.
From Flat Tire to New Beginnings
Jason and his family moved to Atlantic Highlands in March 2021. Drawn to the walkable charm and vibrant community, they quickly fell in love with the area. Just a short walk from their home, Jason opened Highlander Bicycle Co. in October 2023, turning a historic building that once served as a post office and later a laundromat into a modern, welcoming bike shop.
Highlander Bicycle Is A Community Hub, Not Just a Shop
The shop is more than just a place to buy bikes. It’s a hub for local events, often collaborating with nearby businesses like Fair Mountain Coffee Roasters and Carton Brewing to host tastings and community gatherings. Jason is also an active cyclist and runs a club on Strava where he posts rides, events, and updates for fellow enthusiasts.
How It All Started
His journey into the bike business began by chance. During a ride in the summer of 2020, Jason got a flat tire right across the street from what is now his shop. It was his first time in Atlantic Highlands. That moment sparked a series of decisions that led to him and his wife deciding to move from Colts Neck and eventually open their own bike shop. With other bike shops in the area closing down or shifting their focus, Jason started repairing bikes on his front porch, quickly building a local reputation.
Reviving a Historic Space
When the historic building became available, Jason saw an opportunity. The space, originally built around 1915, still had many of its original features. He and his wife restored it, removing drop ceilings, uncovering old windows, and revealing a terrazzo floor that had been hidden for decades.
The Bikes and Brands
Highlander Bicycle Co. offers a range of bikes including electric models like the Gazelle C380, which are built in the Netherlands and feature Bosch components. These bikes are pedal-assist only, meaning riders must still pedal to get a boost, making them great for both commuting and exercise.
Jason noted that many customers use the bikes to get to the beach or cruise the Henry Hudson Trail, which runs close to the shop and connects riders to Highlands, Sandy Hook, and even Freehold.
The shop carries major brands like Giant and its women-focused line Liv, as well as Momentum, Santa Cruz, Time, Salsa, and the New Jersey-based Jamis.
Expert Service and Repairs
Jason emphasized the store’s dedication to service. With a full repair shop in the back, mechanics Patrick and Mike handle everything from classic bikes to high-end electrics. They specialize across different categories — road, mountain, and gravel — and can service any bike with a Bosch or Shimano motor, even if it wasn’t purchased at Highlander.
Highlander Bicycle Is More Than Just Bikes
Beyond bikes, Highlander Bicycle Co. also features a curated clothing section, spearheaded by Jason’s wife. The apparel includes pieces from brands like Free People, Beyond Yoga, and Leon, along with Highlander’s own merchandise like custom-designed shirts.
Part of the Atlantic Highlands Community
Highlander Bicycle Co. has become more than just a bike shop. It’s a piece of the Atlantic Highlands community, offering quality service, premium bikes, and a welcoming space for riders of all types. For Jason, it’s not just a business — it’s about being part of the town and sharing a love for cycling with others.
Follow Highlander Bicycle Co.
- Website: highlandernj.com
- Instagram: instagram.com/highlanderbicycleco
- Facebook: facebook.com/highlanderbicyclecompany
If you enjoy this story, be sure to explore our other great stories here.
Leave a Reply