Eurosports to celebrate 35 years of adventure

Back in 1989, the town of Sisters was a tiny community with a population of about 600. It had a few restaurants, bars, and Eurosports, along with just a handful of other retail stores that have stood the test of time.

Maintaining a retail business in this seasonal town for 35 years presents its own set of challenges-weather, forest fires, and economic fluctuations can all impact operations. Despite these hurdles, Brad Boyd, the owner of Eurosports, remains remarkably upbeat.

Photo by Jim Cornelius

In 2014 Eurosports moved into a refurbished 1933 building that is its current headquarters.

"In 35 years, I can count on one hand the times I haven't been excited about work," he said. "It's time to celebrate with a giant party!"

Eurosports, known for its bikes, skis, beer, and food carts, is marking this milestone and thanking the community with a series of events including live music, its largest bike sale ever, and Worthy Brewing offering a beer tasting.

Boyd's journey to starting Eurosports began with his love for the mountain town of Sisters. He was drawn to its welcoming community, proximity to Hoodoo Ski Area, and the abundance of outdoor activities like road and mountain biking, hiking, and back-country trails.

"I've traveled a lot over the years, and truly, what we have here is a rare combination," he said.

Boyd's passion for cycling, rooted in his time with the University of Oregon cycling team, led him to Central Oregon in 1986. After working various jobs, including at Mt. Bachelor, and starting a family, Boyd launched the business and began giving to the community in various ways.

Over the years, he has contributed significantly to the local outdoor scene, including co-founding the Peterson Ridge Trail (PRT) over 28 years ago. As a lifetime member of the Sisters Trails Alliance, he's proud of the organization's efforts to expand the PRT and secure scenic bikeway designations for the Sisters area.

"I've been pleased to see the work this organization has done and the collaborations with other trail users," he said.

Boyd's vision for Eurosports extended beyond retail; he wanted to foster a community hub. Early on, he started offering free group ski and bike rides to locals and visitors alike. People come from all over the world for the group rides, finding out about them from Eurosports.us website.

Boyd explained, "We share what we know so that people feel they get that 'insider's knowledge.' We want them to feel welcomed to having a better experience than perhaps if they were left to figure it out on their own."

His dedication to the community also led him to public service. Boyd served as a city councilor from 2004 to 2006 and as mayor from 2006 to 2008 and again from 2012 to 2014.

In spring 2014, Eurosports transitioned from renting space in downtown Sisters to purchasing and remodeling a 1933 building across the street.

"Dozens of community members helped with painting and moving," Boyd recalled. "Their support was overwhelming and made the transition seamless. We're grateful for the community's enthusiasm and support."

The store's growth included expanding its offerings. In 2014, Eurosports added craft beer taps and began serving wine and cider, focusing on unique local offerings. Boyd had a vision of more food options in Sisters that could be affordable for a family night out. Months of paperwork, construction, and expense culminated in 2015. The Food Cart Garden at Eurosports is a popular community space with up to four food carts, free music Fridays, and Thursday trivia nights.

"During the years of COVID, we were shocked to see attendance at Trivia Night multiply by 500 percent and more," Boyd said. "People wanted a safe space to connect with each other."

In the last couple of years, they've added a spontaneous car show on Saturday nights.

"We keep it casual. People can show up with their unique or vintage vehicle for everyone to enjoy. We've had such a variety - and even the Batmobile shows up on occasion," he says.

Over the years, Boyd has welcomed many special requests: fund-raisers, plays, outdoor movie night on a 12-foot high screen, Tour de France, and other parties, reunions, meetings, and more. Boyd smiles remembering some long-time customers who felt Eurosports was the perfect setting for their wedding - even asking him to become ordained - to officiate their ceremony. "I want people to see this as a community place, for whatever their needs are." Boyd explains. "We've created a family- and dog-friendly environment with picnic tables, shade sails, and many fire tables, so everyone can enjoy the space."

The anniversary celebration kicks off on Friday night, August 30 from 5 to 7 p.m. with a free performance by the band Mortal Soulstice, which will play cover tunes from various eras.

Worthy Brewing will offer beer tasting. On Saturday, August 31, starting at 9 a.m., Eurosports will hold its biggest bike sale ever, featuring discounts on all seasonal rental bikes, along with special deals on other bikes and merchandise.