About Alpine Shop

Alpine Shop's History

In 1973, a climber, outdoor author, and Army Map Agency employee in St. Louis by the name of Bob Mooers, convinced Chouinard Equipment - the predecessor to outdoor industry giant Patagonia - to open him as a dealer.

Mooers started a climbing shop in a small room upstairs from the home winemaking shop he was moonlighting on the side. Within a month, climbing outsold winemaking, which was soon abandoned in a move to a new larger space.

By 1978, "Mooers Alpine" was thriving, but Mooers was looking to sell and move to the Northwest. A 45-year-old customer of his, a fugitive from corporate life who happened to hail from that exact same area of the country, made an offer and "Mooers Alpine" became "Alpine Shop," under the ownership of Russell "Holly" Hollenbeck.

While climbing is still core to Alpine Shop's business, we now serve almost every type of outdoor enthusiast from backpackers, hikers, campers, paddlers, and cyclists, to snowboarders and skiers at four locations in Missouri and Kansas.

After more than 45 years in the business, it is Alpine Shop's Vision to see: Generations Transformed by Discovery Outdoors.

Our Vision:

Generations Transformed by Discovery Outdoors

Our Mission

We love and need the mountains, trails, rivers and wild places. They nourish our spirit. Our mission is - with true enthusiasm - to bring or renew this love to our customers and to each person who works with us.

Alpine Shop is an Independent Specialty Outdoor Retailer that provides World Class Service to our customers by outfitting them with equipment, inspiration and education.

Our Values

  • We seek inspiring ways to provide true hospitality to our customers, community and business partners.
  • We share a passion for product quality, searching out the best offerings at every appropriate economic level.
  • We will operate as a team—while fostering individual excellence.
  • We will actively engage in and support efforts to preserve and improve the environment.

Russell “Holly” and Lisa Hollenbeck
Owners, Alpine Shop


Awards & Recognitions

Outdoor Business Magazine Top 25 Independent Outdoor Specialty Retailers 2007
Ski Magazine Gold Medal Ski Shop 2007, 2008, 2009
St. Louis Magazine A-List Readers' Choice: Best for Athletic Gear 2011, 2013, 2015
Backpacker Magazine/SNEWS National Retailer of the Year for Growth in Outdoor Sports 2012
Riverfront Times Best Sporting Goods Store 2013
American Express Member Favorite 2015
Terrain Magazine Readers' Choice Winner: Favorite Outdoor Store & Favorite Adventure Race 2018
Grassroots Outdoor Alliance National Retailer of the Year 2019
St. Louis Magazine A-List Readers' Choice: Best for Athletic Gear 2011, 2013, 2015
Adventur Checklists...
Outdoor Links...
Meet the shop...
Service & Rentals...

Bike Shop Services

Our certified shop technicians are highly experienced and respected in their craft. Our techs will try their utmost to find you your two wheeled soul mate or give your old friend exactly the TLC it needs to get back to its prime. We are so confident that our techs can give you the best advice and service around, that your satisfaction is 100% guaranteed. In addition, Alpine Shop uses biodegradable cleaners and recycles used equipment.

Normal turn-around times vary during the season, but please expect between 2 - 4 days. If you are in an absolute rush, we may be able to expedite your service for a small fee (Please note: we will do everything possible to get your work done for you precisely when you want it. However, during extremely busy weeks, this may not be possible.).

Please contact us at customercare@alpineshop.com with any questions or comments.


Basic 8 Point Tune:
  • Frame inspection, cleaning, and polish
  • Brake Inspection and pad adjustment
  • Complete Precision True of wheels
  • Front and rear hub adjustment
  • Cable adjustment
  • Complete lubrication
  • Seat tube clean and lube
  • Tire safety analysis
  • $80 Value... ONLY $65

    Price listed is for Labor Only

    Installation of additional components priced separately

Alpine Velocity Tune:
  • Includes all basic 8 point tune services
  • Complete adjustment of all bearing systems
  • Drive train removal, cleaning bath and reinstallation
  • Chain stretch inspection and analysis
  • Installation of any tire and tube purchased from the Alpine Shop
  • Installation of handlebar tape or grips purchased from the Alpine Shop
  • 50% off any component installation paired with the tune*
  • $226 Value... ONLY $115

    *Components and parts must be purchased at Alpine Shop

    Price listed is for Labor Only.

    Installation of additional components priced separately

Alpine Full Overhaul:
  • Includes all Velocity Tune services ($226 value)
  • Complete teardown of bike to bare frame
  • Components inspected and detail cleaned
  • Bottom bracket overhauled
  • Headset overhauled
  • Hubs overhauled
  • Shocks checked and cleaned, if applicable
  • $335 Value... ONLY $185

    Price listed is for Labor Only.

    Installation of additional components priced separately

Individual Shop Services:
Brake Adjustment:$10.00 Derailleur Adjustment:$10.00 Straighten Derailleur Hanger:$20.00 Chain Installation and Adjustments:$20.00 Tire/Tube Change:$10.00 Don't see what you need? Give us a call and ask to speak to the Bike Shop directly! 1-888-347-2879