Pedal-Powered Business

City Cow’s Bike Rental Program Connects Hikers, Adventurers, and Local Businesses

Becky Kincaid gets a kiss from her dog Pinky at the City Cow in Waynesboro. Photo by Norm Shafer.

To enter into the City Cow is to move into a space of color, light, and energy. Becky Kincaid, its founder and proprietor, greets visitors with a welcoming smile, bright red hair, flowing skirts, a small dog named Pinky, and the promise of conversation. Outside sits a giant green cow symbolizing wellness and growth, numerous local food and flower produce stands, and downtown’s new bike rental program.

“I’m not here to get rich,” says Becky. “I’m here to be a bright color and beautiful destination in Waynesboro.”

The Waynesboro Welcoming Committee

Becky Kincaid’s business, The City Cow, is part gift shop, place to rent a bike to see Waynesboro and snack shop. Photo by Norm Shafer.

Sitting along the corridor connecting the Blue Ridge Mountains to downtown, the City Cow’s aspiration is to become Waynesboro’s unofficial “welcoming committee.” Starting with the bike rental program–featuring vintage cruisers, tricycles, and a two-person tandem for citywide cycling–the City Cow sees itself as a connector, bringing together many diverse businesses and recreation destinations.

“‘Pedal for a Pint’ is my dream event,” says Becky, foreshadowing future possible collaborations between the bike rental program and area breweries and restaurants.

Already City Cow has a large rack of regional tourism brochures, along with a partnership-based business model that includes featuring local vendors like Nourishing Valley, Shabby Gone Chic, Gone Loopsy Jewelry, Motions and Notions, and more on its retail shelves.

Building on the City’s unique character as an Appalachian Trail Community, the City Cow will be offering discounted bike rentals to Appalachian Trail thru-hikers, as well as free ice cream for summertime riders, opening up a whole new way to explore the City’s sights for a traveling population that has traditionally needed to rely on its feet for local locomotion.

Good Food, Great People, Simple Beginnings

Becky Kincaid shows Ashley Bishop and her daughter Isabella, 4 around the the City Cow in Waynesboro. Photo by Norm Shafer.

As much as the various retail offerings, vegetable produce stands, bike rentals, and eye-catching signage may give the City Cow an air of complexity, Becky insists her goals are simple:  “For me, it’s always about the people.”

Eclectic decorations grace the City Cow in Waynesboro. Photo by Norm Shafer.

Becky began her journey into entrepreneurship with a tent, selling her homegrown tomatoes and local honey. She soon fell in love with being a destination where shoppers could share their stories and connect. Many of her subsequent business adventures have grown out of her love of good, healthy food and the community connections it engenders.

As the City Cow and its bike rental program launch the 2019 riding season, Becky’s business hopes remain down-to-earth and motivated by passion:

  • Bring a smile to all passersby
  • Connect local entrepreneurs with the traveling and shopping community
  • Put more local food in local bellies
  • Provide joyful rides for all young-at-heart adventurers

To learn more about the City Cow, visit its downtown retail and bike rental location at 317 East Main Street, where a hot cup of coffee awaits.  To learn more about the entrepreneurs building Waynesboro’s local economy, find their stories at

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