If there was one good thing about the recent pandemic, it was that it helped many of us get back to basics. That was true for Diana Freeman, whose life took a 180-degree turn after she reevaluated her priorities. In the last five years, she’s lost 120 pounds, discovered her love of cycling, quit her corporate job in Arkansas, and is now a Boulder-based entrepreneur.
Her new company, Cassiopeia, (3401 Bluff Street, Suite 125) will celebrate its grand opening on September 28 and hopes to cater to all cyclists – but first to the ladies, as Freeman believes this group is underserved in the local community.
She said she didn’t move to Boulder to fill that void. Rather, she just wanted to be in a place that fit her lifestyle.
“During a few short visits, it became very clear that my people were here,” she says.
After all, Boulder is a world-class cycling destination.
Although her career briefly took a back seat, it didn’t last long. In November 2022, Freeman began brainstorming the idea of Cassiopeia when she and her cycling friends were reliving the same frustrations.
She remembers thinking, “Where is the space designed for (women) to think about how they talk to us, respond to our needs, or even sell products we can buy?”
Cassiopeia aims to offer all that and more. The 260 square meters are divided into two areas. First, there’s the retail boutique, which offers a wide range of apparel, from bibs and jerseys to everyday t-shirts. Expect feminine styles, bold patterns and a focus on women-owned businesses, like accessories company Fingerscrossed and clothing brand Wild Rye.
The retail space will also feature an innovative “Velospa.” This relaxation lounge, accessible with a membership or day pass, will feature zero-gravity massage chairs, compression boots and a vibroacoustic table that Freeman says offers both mental and physical benefits. These services will be available daily from 10 a.m. to 5 p.m.
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Another part of Cassiopeia serves as a cafe, open daily from 7 a.m. to 3 p.m. Here, guests can purchase healthy meals and snacks at the counter or in the fridge. The menu features local products whenever possible, such as beans from Boxcar Coffee Roasters. Order a cup of that and enjoy the restaurant’s specialty: fresh, made-to-order Liege waffles with a variety of topping options.
Of course, the cafe is a great place to start and end a ride. But to further grow its community, Cassiopeia will also host events in the space, which will feature a 165-inch projection screen. Freeman plans to use it to broadcast cycling competitions, host virtual indoor races on exercise bikes, and support guest speakers. She hopes to invite experts in nutrition and teach basic bike repair skills, like how to fix a flat tire, install tubeless tires, and replace a chain.
“I really want to break down barriers,” she says. “Our goal is to be a first stop for female cyclists, whether they’re experienced or new.”
To help guests find their way around the area and perhaps discover their new favorite route, Cassiopeia offers products from local company Simple Cycling Maps for purchase. A large map is also displayed in the store so staff can discuss routes that suit the customer’s ability level and make their best recommendations. Freeman has explored the region extensively and can name several routes.
“For a road ride, my favorite place to go is Jamestown,” she says. “It’s just a beautiful climb. For gravel, I love Chapman. It’s the jackpot of rides here because there are no cars.”
She also enjoys driving to Longmont, where she stops at Babette’s Bakery for coffee and a pastry before returning to Boulder.
“We really try to accompany our drivers every step of their journey,” she says.
And with its comprehensive service, Cassiopeia is, cyclists are sure, on the right track.
