Our Story
Built on a Lifetime of Cycling
SOTO Cycles was founded by Jose Guzman-Soto, whose passion for cycling took root long before the shop ever opened its doors. From early rides in the Caribbean to discovering the world of Italian racing brands, cycling became more than a hobby — it became an identity.
From 2003 to 2006, Jose served in the United States military and was deployed to Operation Iraqi Freedom. The experience forged discipline and resilience, but also came with a cost. Due to service-related injuries and the demands of military life, Jose's weight climbed past 240 pounds. In 2015, cycling changed everything — what started as a way to get back in shape became a lifeline, physically and mentally.
After years of riding, wrenching, and learning the craft from the ground up, Jose saw a gap in the Merrimack Valley: serious cyclists deserved a shop that matched their ambitions and was fair to all riders. A place where the European Brands weren't just stocked — they were understood.
In 2022, SOTO Cycles opened at 26 Essex Street in Andover, bringing European cycling heritage to New England with a personal touch that no big-box retailer could replicate.
We carry Bianchi, Wilier, Look, and Decarolis because these brands embody decades of racing heritage and engineering excellence. We pair them with a service department that treats your bike like the precision instrument it is.
Whether you're building your first road bike or optimizing your third race machine, we give you the same level of attention — and the same honest advice.
European Craft. Personal Service.
We built SOTO Cycles around a simple belief: the best cycling experience comes from riding the best equipment, set up precisely for you. That means no cutting corners on components, no one-size-fits-all advice.
We carry Bianchi, Wilier, Look, and Decarolis because these brands embody decades of racing heritage and engineering excellence. We pair them with a service department that treats your bike like the precision instrument it is.
After years of riding, wrenching, and learning the craft from the ground up, Jose saw a gap in the Merrimack Valley: serious cyclists deserved a shop that matched their ambitions and was fair to all riders. A place where the European brands weren't just stocked — they were understood.
In 2022, SOTO Cycles opened at 26 Essex Street in Andover, bringing European cycling heritage to New England with a personal touch that no big-box retailer could replicate.
Ride for the Troops
As a veteran who served from 2003 to 2006 and was deployed to Operation Iraqi Freedom, Jose is deeply committed to supporting fellow service members. SOTO Cycles works closely with Run for the Troops, a 501(c)(3) nonprofit in Andover that provides life-changing support to active military, veterans, and their families.
Through our annual Ride for the Troops event held every August, we've raised over $20,000 — funds that go directly to supporting veteran programs across New England.
Whether you're a veteran looking for your next ride or someone who wants to support those who served, you're welcome at SOTO Cycles.
in partnership with Run for the Troops MA
The Brands We Carry
The world's oldest bicycle manufacturer. Iconic Celeste bikes used by Coppi, Bartali, and champions for 140 years.
Bassano del Grappa craftsmen building road and gravel bikes for Grand Tour competitors and weekend warriors alike.
Pioneers of the clipless pedal system. French engineering excellence in carbon frames and road pedals.
Created and designed by one of our founding members, Luca Decarolis. Custom carbon and steel frames handcrafted in Italy, exclusively available in New England through SOTO Cycles.
The gold standard in Italian componentry. From Chorus to Super Record, Campy is cycling heritage made tangible.
Premium children's bikes engineered for young riders. Ultra-light frames that make learning to ride a joy.
American mountain bike innovators. RDO carbon frames built for trail and gravel performance at every level.
We're in Andover
26 Essex Street (Rear), Andover, MA 01810