A version of this feature ran in the June issue of BRAIN.
BOULDER, Colo. (BRAIN) — For our June magazine edition, we asked our State of Retail panel members: Do you have rider programs designed to appeal to new and returning riders, and if so, what do they look like?
LANCASTER, CALIF.: Paul Avila, owner Paul's Squeaky Wheel Bike Shop
We do not have programs designed to appeal to new and returning riders because we simply don’t have the manpower to dedicate to this type of effort. In the early days of owning the shop, I hosted gravel rides, but the turnout was low. Sometimes it would just be me and my bike. I shelved that idea and have yet to revisit it. The one thing I have done that has worked pretty well is to text customers directly about service specials and sales. People generally don’t answer phone calls anymore, but they do read text messages. We use Ikeono (a texting tool that’s built into our point-of-sale system) to communicate with our customers, and it has been very helpful. And while we don’t have “a program” for new riders, we do always take time to help beginners with their questions and bike fit issues. We don’t criticize or put down customers’ bike choices in any circumstances. What we do is offer advice and options for making their rides the best they can be. It’s very important to make new riders feel welcome. A well-meaning comment can be taken the wrong way and push a customer away.
SOMERVILLE, N.J.: Marc Cianfrone, owner Pops Bike Shop
We stock a wide variety of bikes and accessories to appeal to the entire family, from kids to moms and dads, all the way through enthusiast cyclists. We try to keep a lighter, fun atmosphere in the shop. Our motto is "Bikes are supposed to be fun!," and we try to show that attitude to all customers. We offer service plans that customers can choose at the time they buy a bike for future covered service to encourage them to return to us for their needs. We price it so that we have expenses covered (plus) and when they return for service, we encourage add-on items that are high margin/popular sellers. We track everything by parts numbers that record history and margins on said plans. We also keep track of our top 100 customers, and reach out if we have not seen them recently.
BUFFALO, N.Y: Jim Costello, sales director Bert's Bikes and Fitness
We used to host our own rides, but with 10 locations it became a full-time job. We're not event planners; we're bicycle retailers. Don’t lose focus of your mission. Focus on what you do best. I've seen so many shops become event promoters and race directors and then go under because they forget about what was important.
At the same time, we believe in being welcoming to new riders. This is our forte. We'd rather cater to families instead of some Cat 5 rider expecting to be "sponsored," so kids are a primary focus. Bert always says, "You never forget where you bought your first bike!”. We have a kids’ bike trade-in program that is very popular. We sponsor existing rides and events promoted by third parties. We sponsor rides daily in some markets. We sponsor everything from Bike Bus programs to national-level events and everything in between. We’re authentic with the rides and programs we’re involved in.
MITCHELL, S.D.: Kourtney Denne, co-owner Ron’s Bike Shop
We don’t run formal rider programs but instead focus on consistently scheduled rides and in-shop events that encourage both new and returning riders to get involved. Throughout the riding season, we host weekly group rides, including Tuesday night community rides and ladies’ trail rides, along with occasional themed events to keep things engaging and approachable. Our approach is simple and low-barrier — no sign-ups required, just show up and ride. The primary investment is time spent organizing, promoting, and participating in these events, with minimal financial cost beyond small promotions or event support. The return on investment has been strong. These rides bring people into the shop, create meaningful relationships, and build a loyal customer base. Most importantly, they help grow ridership in our community, which supports long-term business success and reinforces our role as a community hub for getting people excited about riding.
SANTA ROSA, Calif.: Sophia Emad, social media/event specialist and sales associate Breakaway Bikes
We do not have any rider programs of our own; however, we focus heavily on community support and events. The shift in focus has been great for our brand. New rider programs require a significant investment, and in the past, we have had limited turnout, so we have shifted our focus from riding events to bicycle-adjacent activities such as hosting talks from local cycling celebrities, clinics, and digital Strava challenges. Group rides have never been particularly effective, because there are so many variables, and rider turnout has not always been predictable. We are the sponsor for both the local youth team and the adult amateur road team. In addition to this, we pride ourselves on having the broadest selection of entry level and affordable price-point bikes. We rely on Instagram and Strava for outreach and marketing. Both have been great for getting customers in the door and to our events. We look at data from our POS system annually and make efforts to connect with key customers at the end of the year.
EDMONTON, Alberta: Mark Rumsey, general manager and owner Hardcore Bikes
We don’t offer new and returning rider programs directly through the store, but we support three clubs (MTB, road, and seniors) that offer these programs to varying degrees. The MTB
Welcome to our newest State of Retail Panelist, Mark Rumsey of Hardcore Bikes. Hardcore is an Edmonton-based bike shop founded in 1989. It specializes in mountain, road, commuter, and e-bikes.
club is more for returning riders, while the seniors and road clubs cater to both new and returning riders in their offerings. Our club support replaced “Learn to Ride MTB” sessions and hosting a casual, non-serious shop ride, neither of which was effective. We are engaging more with older and younger riders, some of whom are new or returning to the sport. Our shop name, “Hardcore,” may be a deterrent to new riders but we counter that with a positive and welcoming shop culture. We have seen a noticeable uptick in kids’ bikes sales but we as a shop need to do more to get kids on bikes. We use the Lead Lists feature in our POS system to track customer history, value, service history, quotes, and engagement. Admittedly, we are new to this, so we’re still learning.
INDEPENDENCE, Ohio: Matthew Schieferstein, manager/bike fitter Gear Up Velo
We do not have an explicit program designed to target new and/or returning riders. We haven't yet developed one. We do get quite a few new and returning cyclists coming into our shop as walk-ins, as well as from current customer recommendations, or internet searches. We pride ourselves on being very accommodating to beginner cyclists of all ages. It is important to provide a welcoming, informative, and friendly environment for everyone. Having a wide variety of bicycles is very important, as you never know what type of "beginner" will walk through the door. We ask detailed qualifying questions and offer pre-purchase fitting/sizing consults to ascertain individual riding goals, biomechanical limitations, riding discipline(s), etc., in order to recommend the bike that will best suit them. This also reinforces confidence in a customer that, prior to coming to us, may have had no idea even where to begin their search. Youth beginners are a challenge, as many customers turn to big-box-stores because of the attractive pricing on bikes between 12 and 24 inches. In these instances, we suggest they purchase the bicycle they want unbuilt in-box, then bring it to us for assembly.
WHITEHOUSE, Texas: Laurie Simpson, manager/buyer Simpson's Fitness & Adventure Sports
Our local bike club has a women’s Facebook page called Rose City Cycling Chicks. The host of the page is a customer, so I called her and said, “I need you to lead a movement for women’s mountain biking,” and the Dirt Social was born. Every second Saturday of the month, new women arrive, and the seasoned riders are excited to help. We also offer kids’ bikes and the National Interscholastic Cycling Association (NICA) component when kids reach fifth grade is key. Head Coach J. is always working at the bike shop and welcoming new students to sign up. Discounting is not the answer because it dilutes value. Social media lets me follow customers and they see my posts, even the non-cycling ones. I can also check Strava to see if customers are actually using the product.
BENTONVILLE, Ark.: Brent Van Eps, co-owner Trackstand Cyclery and Tavern
We do not specifically market to new or returning riders with any programs. As a fairly new service and repair focused shop, we listen, treat people great, and help them feel welcome, regardless of their experience — or lack of. Really, we just want to be consistent and treat all of our customers kindly and with respect. We certainly remember returning customers and know them by name. A rider new to cycling, and bike shops in general, will feel just as welcome here as a lifelong rider. Our tavern in the back of the shop helps. As parents of a young child ourselves, we understand the needs of parents when they come in with a problem on their child’s bike. We go out of our way to include the kids in the conversation about their bike repair, what it needs, and when we’re going to get it done. We’ve got a kids’ section with some books and coloring pages if they are waiting here for the work to be completed.
