Today we’d like to introduce you to Heather Casey.
Hi Heather, can you start by introducing yourself? We’d love to learn more about how you got to where you are today?
Seven years ago, I was sitting on the edge of a hotel bed in San Jose, California, at a Tony Robbins event called Unleash the Power Within. After years of working for other bike shops and coaching companies, I had a realization: I was helping someone else build their dream, without ownership, without a voice. That weekend, Tony spoke about living in your peak state—that alignment of energy, focus, and purpose that helps you show up as your best self. That message hit me hard. By the third day, I called my husband, Pat, and said, “We’re doing this.” I emailed my resignation from that hotel room. Pat did the same.
By the time I flew home to Utah, we had a name: Peak State Fit. A nod to both the mental state we believe in and the Wasatch Mountains we love. We started scrappy. Our first studio was a $ 300-per-month, windowless room with no signage and zero foot traffic. Every client came in by referral or word of mouth. We hustled hard, often fitting bikes in the second bedroom of our old Sugarhouse bungalow, waving clients in from the porch so they knew they were in the right place.
Our philosophy has always been simple: help people live better, move better, and feel better—whether that’s through a bike fit, a great cup of coffee, or a place to connect. In 2018, we officially launched the business, thanks to a $10K startup loan from Pat’s mom, Carole. We’ve grown intentionally and without debt, one decision and one relationship at a time.
In 2020, we relocated to a larger studio. In 2021, we took on a lease in UWest. In 2022, I graduated from the Goldman Sachs 10KSB program, which helped me level up as a CEO. We hired our first full-time employee. We grew our fit and service departments. And in 2024, we made our boldest move yet—we opened CycleCafe, Salt Lake’s first bike-centric coffee shop. It’s a vibrant, welcoming space for cyclists, neighbors, and coffee lovers to refuel, hang out, and share ideas.
We serve third-wave coffee, host group rides and events, and now, we’re finishing a remodel after our building was victim to a drunk driver hit-and-run at the end of March. Salt Lake Crit racing is happening this weekend. It should be one of our biggest weeks of the year.
From the outside, we’re a bike shop and a café. But at heart, we’re a space for connection. Our team is deeply experienced, and our technology is among the most advanced in the industry. We perform more Retül bike fits than any other shop in the world. Triathlon Magazine voted Pat Casey the best bike fitter in the USA. But we’re also known for our plants, our dogs, our playlists, and our warm “hey there” when you walk through the door.
We’ve built Peak State Fit and CycleCafe slowly, intentionally, and with the belief that people come back not just for a product, but for how they feel when they’re here. If you’ve ever stopped in for a bike fit, shared a coffee after a ride, or brought a friend to a Saturday meetup, you’re part of what we’ve built.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
Not a smooth road—but that’s kind of the point, isn’t it? Growth rarely comes from coasting. Starting and growing a business from scratch has stretched us in ways I never expected. We’ve bootstrapped Peak State Fit from day one—no loans, no investors—just grit, personal savings, and a whole lot of belief.
Early on, we were fitting clients out of a second bedroom in our tiny Sugarhouse bungalow. We didn’t have a proper space, signage, or even a waiting area. I remember waving clients in from the porch to assure them, “Yes, you’re in the right place.” That scrappy season was awkward and humbling, but it built the foundation for our hospitality-first approach.
Every time we took a leap, a new studio, a bigger space, or hired staff, we faced new learning curves. The pandemic struck just as we were starting to gain momentum, and it challenged every aspect of our business model. But we doubled down on service and connection, and that’s what kept us alive. We had just signed a lease to open The Pearl Room, a yoga and movement studio, in January 2020. Not only did it not take off, but Pat and I ended up having a private yoga studio to ourselves for a year because we couldn’t exit our lease or get assistance.
More recently, a drunk driver crashed into the front of our newly renovated building just nine months after we opened the café. That incident forced us to juggle repairs, insurance battles, and disrupted operations—all while trying to maintain high morale and a consistent customer experience. It was exhausting. But it also reminded us why we do this: we’re not just running a shop; we’re creating a space that matters to people.
The most challenging aspect has been learning how to lead during uncertain times. I’ve had to grow into being a CEO—learning to navigate payroll, hiring, taxes, conflict resolution—all the things no one tells you about when you start a business because you love bikes and people. I also had to learn how to ask for help, delegate more effectively, and conserve my energy.
Despite the bumps, we’ve stayed focused on our mission: to help people live and move at a higher level. That means sometimes riding out the mess with grace, and other times rolling up your sleeves and fixing it yourself. We’ve done both. And we’re still here, stronger than ever.
As you know, we’re big fans of Peak State Fit/ CycleCafe . For our readers who might not be as familiar what can you tell them about the brand?
At Peak State Fit and Peak State CycleCafe, we’re more than just a bike shop and a coffee bar—we’re a destination for performance, connection, and community.
We specialize in Retül Technology bike fitting, precision service and repair, custom bike sales, and exceptional coffee—all under one roof. We’re known for being the go-to spot in Salt Lake City for endurance athletes, cycling enthusiasts, and people who just love high-quality everything. Whether you’re coming in for a world-class bike fit or the perfect oat milk cortado, we approach both with the same level of care and precision.
We host weekly group rides, Saturday coffee meetups, and community events that bring people together through a shared love of bikes, coffee, and connection. Whether it’s a casual ride up Emigration Canyon or a relaxed conversation about brewing methods at the café bar, our space is designed to help people reset, recharge, and feel at home.
Our café, CycleCafe, opened in 2024 as an extension of our mission. It’s Salt Lake City’s first cycle-centric café and serves as a community hub for cyclists and neighbors alike. We host weekly group rides, coffee meetups, educational workshops, and events that blend performance with culture—from wilderness first aid training to latte art contests. It’s a place where people can meet, reset, and feel a sense of belonging.
What sets us apart is our commitment to doing things differently:
• We prioritize hospitality in an industry that often overlooks it
• We blend high-tech performance services with down-to-earth, genuine connection
• We’re not chasing trends—we’re building a legacy
What I’m most proud of is how consistent our brand has stayed through every stage of growth. Whether you’ve been with us since the second-bedroom bike fit days or just found us through a café event, you’ll feel the same energy: welcoming, intentional, and elevated. That’s what “Peak State” really means—showing up fully, not just in sport, but in life.
We’re proof that you don’t need to choose between performance and personality—you can have both. And when you walk through our doors, we’ll help you find your version of living at a higher level.
Where we are in life is often partly because of others. Who/what else deserves credit for how your story turned out?
So many people have been part of this journey—it’s never been a solo effort. First and foremost, my husband Pat deserves massive credit. We’ve worked side-by-side for over a decade, and Peak State Fit wouldn’t exist without his unwavering commitment, mechanical genius, and ability to stay grounded when things get hard. He’s been my partner in business, in adventure, and in all the messy middle moments.
Our early clients—those brave souls who showed up to our little house wondering if they were in the right place—gave us the confidence to keep going. They trusted us before we had a storefront, branding, or even a proper waiting room. That kind of loyalty is everything.
I also have to give a big shoutout to Carole, Pat’s mom. When we were ready to go all-in on this dream in 2018, she handed us a $10,000 check—no strings attached—to help fund our startup costs.
Chris Yeager, our longtime friend and contractor, played a massive role in renovating our current building, bringing our vision to life with patience, problem-solving, and a whole lot of elbow grease. And our baristas, Lauren and Tori, have helped shape the culture and personality of CycleCafe with heart, talent, and an incredible commitment to hospitality.
We’ve also been lucky to have support from premium brand partners who’ve believed in our vision from day one—especially ENVE, Ventum, Factor, and Idle Hands Roasting Company. These partnerships are more than transactional; they’re built on mutual respect, shared values, and a commitment to excellence.
Our community is our backbone. Every person who booked a fit, brought a friend in for coffee, left a Google review, or showed up to ride with us has contributed to what Peak State has become. We carry their energy in everything we do.
Contact Info:
- Website: https://peakstatefit.com
- Instagram: @peakstatefit
- LinkedIn: https://www.linkedin.com/in/heathercaseycscs/
- Youtube: https://www.youtube.com/@peakstatefit
