The two founders spent 2006 out in Slaughter Pen with friends, cutting jumps and log rides while the trail system was still being built; when the first trails opened in 2007, they opened Phat Tire in answer to them. The Bentonville flagship sits in the old Massey Hotel building just off the downtown square, and the weekly Slaughter Pen ride still rolls out from it — one of six Phat Tire locations now.