April 12, 2016 (Toronto, ON) – On Saturday, April 11 over 200 guests and associates gathered at one of Toronto’s swankiest bikes shops to share a glass as Heath Cockburn’s The 11 Inc. celebrated its first anniversary. Cockburn was decked out in his pink Nike “dancing shoes” as guests sampled a fabulous array of delectables from cheese to jumbo shrimp along with Steam Whistle beer and other spirits as they mingled in the bright and airy 6,000-sq.- ft. shop situated in The Shops at Don Mills, a retail complex in north-east Toronto.
With a focus on road cycling, The 11 carries top brands like Pinarello, Bianchi and De Rosa as well as cool merchandise from POC and Assos in a stylish, attractive format. Cockburn sought to showcase products and provide a high-end retail store experience. “If you’re interested in a brand, you’re given all the offerings of the brand, not just bikes. We have the T-shirts and the water bottles and the handlebar tape – all the fun stuff that goes along with it.” – check our our interview with Cockburn as the evening got underway.
Going above and beyond was the motivation behind the shop’s name. The 11 refers to the 11th cog on a bike, the hardest cog, and is a metaphor for trying to do better. The shop features a lounge area with a comfortable couch inviting guests to sit back and watch a bike race while enjoying an espresso. There’s also a kids’ corner to keep little ones entertained and a 1,300-sq.–ft. bike fitting area which is Cockburn’s specialty. Congrats to our friends at The 11 visit here or in person at 24 Karl Fraser Road, Toronto – more photos below.