If there was any silver lining to the recent pandemic, it’s that it allowed many of us to take stock of what’s important. This rings true for Diana Freeman, whose life took a 180-degree turn after she reassessed her priorities. In the past five years, she’s lost 125 pounds, discovered her love for cycling, quit her corporate job in Arkansas and, now, has become a Boulder-based entrepreneur.
Her new business, Cassiopeia, (3401 Bluff Street, Suite 125) will celebrate its grand opening on September 28 and hopes to serve all cyclists—but ladies first, as Freeman believes they’re an underserved group in the local community.
She didn’t move to Boulder with the intention of filling that gap, she says. Rather, she simply wanted to be in a place that aligned with her lifestyle.
“It became very clear on some short visits that my people were here,” she says.
After all, Boulder is a world-class cycling destination.
After moving to Boulder, her career briefly took a backseat—but it didn’t stay that way for long. In November 2022, Freeman began ideating Cassiopeia when she and her female cycling friends reiterated the same frustrations.
She recalls thinking, “Where is the space designed for [women] that thinks about how they talk to us, address our needs or even sell products that we can buy?”
Cassiopeia aims to offer all of the above and more with its 2,800 square feet split into two sections. First, there’s the retail boutique which will carry an array of apparel, from bib shorts and jerseys to everyday tees. Expect feminine styles, bold patterns and an emphasis on women-owned businesses, such as accessories company Fingerscrossed and clothing brand Wild Rye.
Within the retail space, there will also be an innovative “Velospa.” Accessible with a membership or day pass, this recovery lounge will feature zero-gravity massage chairs, compression boots and a vibroacoustic table which Freeman says provides both mental and physical benefits. These services will be available daily from 10 a.m. to 5 p.m.
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Meanwhile, another portion of Cassiopeia will serve as a cafe, open from 7 a.m. to 3 p.m. daily. Here, guests can purchase nutrition-forward meals and snacks from its counter or grab-and-go cooler. The menu will incorporate local products whenever possible, such as beans from Boxcar Coffee Roasters. Order a cup alongside its specialty: fresh, made-to-order Liège waffles with several topping options.
Naturally, the cafe is a great place to start and end a ride. But to further build its community, Cassiopeia will also offer events in this space, which will feature a 165-inch projection screen. Freeman plans to use this to show cycling competitions, host virtual indoor races on trainers and support guest speakers. She hopes to bring in experts on nutrition and teach basic bike repair skills like how to change a flat, install tubeless tires and replace a chain.
“I really want to remove barriers,” she says. “Our ambition is to be a first-stop resource for female cyclists, whether you’re experienced or new.”
To help guests navigate the area and perhaps discover their new favorite ride, Cassiopeia will have products from locally based Simple Cycling Maps available for purchase. It will also have a large map displayed in-store. This will allow staff to talk through routes that suit a customer’s ability level and offer their top recommendations. Having extensively explored the region, Freeman has several.
“For a road ride, I love going to Jamestown,” she says. “It’s just a really beautiful climb. On the gravel side, I really love Chapman. It’s the jackpot of rides around here because there’s no cars on it.”
She also enjoys riding out to Longmont, where she stops at Babettes Bakery for a coffee and a pastry before heading back to Boulder.
“We’re really trying to be there for our riders on every step of their journey,” she says.
And with its comprehensive services, women cyclists are sure to agree that Cassiopeia is on the right track.
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