Our Foundation

Two coaches and athletes in Boise, Idaho opened Tri Town Bicycles in 2011. Our foundation was built on understanding and addressing the needs of triathlon clients, and offering a "complete solution" for their endurance passion. We built a business that meets the demands, expectations, and requirements of one of the most detail-oriented sports in the world.

Over time, we realized that the skills, systems, services, and details that serve our triathlon clients well are appreciated and relevant to all cyclists, regardless of their cycling discipline. Today, we happily serve all cyclists, with an emphasis on world-class service and quality products.

Boise is becoming the country's next outdoor mecca, known for beautiful roads, trails, mountains and lakes. We love serving this community, and strive to stay at the front and help our clients embrace endurance sports.




We provide world-class products and services for the inspired endurance athlete.





Continuous improvement: We work to continuously improve ourselves, business, systems, products, and services. If we cannot be best-in-class in a category, we adjust and innovate to compete at the highest level. We do not do things simply because it is the way we’ve always done it. We maintain curiosity, an open mind, and are constantly learning. Our desire to continuously improve requires us to be honest with ourselves and the way we operate.

Attack complexity: We seek to reduce confusion by attacking complexity and pursuing simplicity. We tackle complex challenges, systems, and projects, and break them down into simple, actionable solutions. We believe the most simple solutions carry a disproporiante amount of value.

Think like an athlete: Athletes balance technique, power, and speed to achieve exceptional results. We operate the same way. We use continuous improvement to refine our technique. We put ourselves in the position of someone who must compete, which drives a deeper focus and demands more of our services and products. Thinking like an athlete means you get the basics right, and seek marginal gains where they can be found.

Be quick, but don’t hurry: We move quickly in operations and service, but not at the consequence of quality. There is an appropriate pace for all things, and we seek to find that balance.

Build and serve the community: We exist to serve our community and the micro-community that are our employees. Everything we do is with the intent to improve the quality of life of those we serve and work with.

Honesty, no matter what: Honesty keeps life and business simple. We are honest with our customers, regardless of the consequences. We seek to be completely honest with ourselves, the quality of our work, and the intensity of our effort. This helps to drive innovation and continuous improvement.





Antonio Gonzalez

Antonio is the owner and co-founder of Tri Town. Antonio began working in the cycling industry in 2001, and began racing triathlons in 2003. From the beginning, Antonio became a student of sport and the cycling industry as a whole. He is a founding member of the BSU Triathlon Club, a professional bike fitter, a professional coach certified by USAT and NICA, and a professional mechanic, having served as a personal mechanic for Tour De France cyclists, an Olympic Medalist, and a host of professional triathletes including Ironman Champions and World Champions. As a competitor, Antonio is a diverse athlete with experience in Ironman distance to sprint racing, with overall race wins in multiple triathlons, duathlons, cyclocross, road races, crits and time trials. He is a 5x Age-Group Olympic Distance State Champion and has represented Idaho in the ‘Best of the US’ National Champion Series. His unique blend of real-life athletic experience, coaching, bicycle maintenance, and business has helped formulate Tri Town's "whole solution" approach to serving endurance athletes.

Dominique Clifford (Dom)

"Dom" is the person who can keep the staff on task, buy merchandise, fit you for a wetsuit, drive you to the airport and have an extra pair of goggles for your open water swim all in the same day. Dom's background is in swimming and soccer. After years of youth and collegiate soccer she settled down to start a family. Their daughter, Bailey, began swimming at a young age rekindling her fire for the sport. When triathlon became Bailey's sport of choice she dove head first into learning more about open water swimming.

Dom is a staple in our Tri Town swim scene whether it be on deck during our winter instructional time in the pool (reminding you to “Get in the pool! The water will be just as cold in 5 minutes.”, “Remember to bilateral breathe!” “Neutral neck positioning.”) or at the pond helping with open water techniques (“Yes, it's colder than the pool!”, “Don't forget to blow your bubbles.”). You can typically find Dom at most races, making sure the athletes have everything they need for their race, cheering til she's lost her voice, and post-race hugs. Most of the time she's yelling at Travis Wood, trying to keep him out of her hot tub. In the off-season you can find her skipping work to go snowshoeing or skiing.

Travis Wood (Service/Sales)

Travis got into triathlon to impress a college girlfriend’s dad. With only a background in running, there was a lot to learn. He raced with the Boise State Triathlon Club for 3 years, before graduating with a Human Biology degree. Post college, he decided to go all in on triathlon. Travis has raced in the collegiate club scene, nationals championships, world championships in three distances, and holds multiple course records. In 2019, he had multiple age group wins in the 70.3 distance, and an overall win in the USAT Sprint Distance National Championship. Through trial and error, he is an expert in triathlon equipment and loves all things swim-bike-run related. His favorite fruit is the strawberry, and he enjoys gorging on copious quantities of carbohydrates. In 2020, he began racing as a professional athlete. You can follow his progress on Instagram.


Margaret Hepworth (Coach)

Margaret has been participating in triathlons since the mid-1980s when the vibe and equipment were both very casual. With a background as a teacher, she is a natural communicator and loves helping and learning from others. She is currently a certified Strength Trainer, Health Coach and USAT Level 1 Triathlon Coach.

After many years of being focused on family, Margaret transitioned from juggling triathlon around kids' activities to training and racing more as an empty-nester. She has experience at all distances and has raced USAT Nationals and ITU World Championships multiple times. After battling cancer, Margaret has spent the past 8 years enjoying Ironman 70.3 and Ironman races and has numerous age-group wins. In 2018 she was ranked 1st in the world for Ironman 70.3 and was on the podium in Kona at the Ironman World Championships.

Margaret recognizes that there is no one recipe for success and approaches each individual with a unique plan. She looks forward to helping athletes to overcome obstacles and maximize their potential. Margaret brings a spirit of compassion, humor and practicality to all that she does.

Brad Mitchell (Coach)

Brad is a career professional strength and endurance coach with over 15 years experience; a foodie, a cyclist and at one time a solid distance runner. Brad found success in marathoning (2:40 marathon, 1:16 half marathon) and ultramarathoning, raced numerous US Nationals mountain bike races, competed twice at Xterra Off-Road Triathlon World Championships (10th and 14th in age group); podiumed at the Ironman 70.3 distance and has enjoyed the rigors of a couple Ironmans.

Brad's coaching meets the athlete where they are in life and their sport; not where they want to be. A Certified Strength and Conditioning Specialist, USA Triathlon L1, and Precision Nutrition alum Brad builds from the ground up. His programming includes sport specific endurance training, strength training customized for the individual, and nutritional strategies to assist you in achieving your goals.

Ricardo Valverde (Coach)

Ricardo is a USAT coach who joined the TriTown team in 2019. His motivation is in helping others find the passion and success in triathlon that he has found, while avoiding the mistakes he made as a self-coached athlete at the beginning of his triathlon career.

Professionally, as an Electrical Engineer & Physicist, Ricardo appreciates the scientific, data-supported aspect of the sport. Prior to finding triathlon, he played soccer at the collegiate and professional levels: NCAA D1 - Virginia Commonwealth University and pro with Deportivo Saprissa out of his home country of Costa Rica...Pura Vida!

Ricardo has been racing Triathlons since 2008. As a triathlete, he has completed full-distance Ironman races in each continent (7 total) and in between a couple dozen Olympic and 70.3 races, the most recent one being IM70.3 Costa Rica, where he qualified for 70.3 World Championships.


Ben Elumbaugh (Service)

About Ben...

Tom Pike (Service)

About Tom

Caroline DiVietro (Sales)

About Caroline


Josiah Hanson (Service)

About Josiah.

Scott Conover (Marketing)

Scott loves racing bikes, whether on dirt or road. Through his skillset, Scott has enabled Tri Town to offer a high level of photography, videography, website, and 3D printing. In his spare time he can be found in the foothills riding his bike, photographing landscapes, or 3d printing. Scott has also become an accomplished woodworker and helps build much of Tri Town's custom furniture and retail fixtures.

Sophia Dennis (Moral Support)