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First it was Bike Shop Day. Next: 'Fix Your Bike February'

Published January 31, 2019

NORTH HAMPTON, N.H. (BRAIN) — Two retailers who promoted and participated in last month's second annual Bike Shop Day have come up with a new idea: "Fix Your Bike February."


Traditionally February is one of the slowest months of the year for bike shops, noted Joseph Nocella, owner of 718 Cyclery in Brooklyn, New York, and Jeff Latimer, owner of Gus' Bike Shop in North Hampton, New Hampshire. The two are planning to pitch the idea to their customers with service promotions, and they urge fellow IBDs and suppliers to join the cause.

"Every spring we get swamped with bikes coming in for tuneups. Shops can use Fix Your Bike February to remind customers to bring bikes in for service now. That way they are out riding a well-tuned bike instead of standing in line on that first warm Saturday in the spring," Latimer said.

Latimer and Nocella suggest that shops consider promotions like classes or a series of classes focused on bike repair, social media posts featuring store mechanics, repair tips, and photos of unique builds and parts upgrades, and parts specials.

They are suggesting that shops use the hashtag #fixyourbikeFeb in promotions.

Nocella said, "I think that Fix Your Bike February is a great complement to and in the spirit of Bike Shop Day. It focuses on what makes the local bike shop special, and highlights the value we bring to our customers. The internet isn't fixing or maintaining your bike."

To register your shop as a participant and get a copy of the logo to use in your marketing, email Latimer at

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