Here's the challenge with writing a review for an activity like this; most people only do something like this once so there's no frame of reference. Additionally, it sometimes is hard for the reviewer to separate the experience from the guide service, unless the guides are super fantastic or super disappointing.
So let's start with the experience. It's a hundred bucks a head, plus $20/head tip (unless you're a cheapskate or you end up with a moron as your guide). Worthwhile, even if you don't do the sunrise tour.
Our group was 8 people, 6 of whom belonged to our group so we basically knew we could hang together. Problems can arise with any group activity when you get one rogue, or one turtle, who somehow inhibits the progress of the group. We didn't experience that and we enjoyed the ride, even though we ended up rain-soaked.
You'll see the summit crater, then pedal down through 6 eco-zones. Down through eucalyptus and lavender, through a ranch, down to the town of Paia, 28.2 miles away. And it's all downhill except for 200 yards. You'll see horses, cows, goats, sheep, lava fields and if the clouds haven't socked you in, breathtaking views of the island of Maui.
Is it hard. Not really, because it's all downhill. If anything, we wish we could've ridden even faster, but...safety first.
The author of "Maui Revealed" whom I usually trust, had given these guys a bad rap. A lady on our tour, however, had used these guys 2 times prior. Our drive was Mike and our guide was Julio (Mahalo to you both). They both did an excellent job. The company doesn't appear to be the most disciplined or organized, and yes, the $1200 bikes with steel drum brakes brought in from Yonkers do exhibit some wear. What did you expect? People are riding these things down a volcano! In the end, like many local tour companies, your experience is probably going to be more dependent on the guides rather than the company, unless you're traveling with Abercrombie & Kent. And A&C ain't exactly doing $100 bike rides in Hawaii.
Any issues with bikes, including braking sensitivity, were easily remedied. Look, you're riding a 1-speed bike. Downhill. How had can it be? Not too hard unless you're not paying attention. So watch the road, enjoy the scenery and have fun. You won't forget it!
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