When Jason Reser isn't pouring his energy into competitive mountain-bike racing and trail improvement, he's tending to his business—Reser Bicycle Outfitters. At two stores, one of which earned a Best Bike Shop recognition from Northern Kentucky Magazine in 2012, he leads a team of competitive cyclists, technicians, and fitting specialists certified by the Serotta International Cycling Institute. At the Over-the-Rhine location, staffers match customers to city-friendly bikes and accessories; at the Newport, Kentucky store, they instead oversee a stock specializing in sports-focused bikes. Their inventory encompasses brands such as BMC, Civia, Orbea, and Ridley. The technicians service all makes and models in onsite repair shops, treating bicycles with everything from basic tune-ups to major overhauls to unproductive psychotherapy sessions. They also measure customers and frames at more than 30 points and swap out parts to complete custom fittings.