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NBDA Podcast: E-Bikes and Building a Mission-Driven Bike Shop

Published February 14, 2020

TEMPE, Ariz. (BRAIN) — The National Bicycle Dealer Association's latest podcast discusses e-bikes and buidling a mission-driving bike shop.

Karen Weiner and Brett Thurber opened a bike shop ten years ago in California’s Bay Area with four e-bikes on consignment, and no previous bike shop experience—an asset that enabled them to bring fresh eyes and a creative approach to creating a mission-driven business model. They began by operating out of their apartment and delivering bikes by trailer, and today, The New Wheel has two locations, an offsite service center, and 28 employees. 

In this episode of Bicycle Retailer Radio, Karen Weiner talks about the challenges and benefits of being an e-bike only retailer and how they’ve built their business around the unique needs of the e-bike consumer. Karen also talks candidly about the tension between dealer and bike manufacturer needs and goals, and how The New Wheel leverages their service department to enhance the rider experience and build customer loyalty. 

More information on the podcast at

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