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NBDA partners with David DeKeyser to create P2 Consult

Published October 16, 2019
New program is designed to help dealers become more profitable through affordable, one-on-one business analysis and coaching.

IRVINE, Calif. (BRAIN) — The National Bicycle Dealers Association has developed a new program that's aimed at coaching shop owners on becoming more profitable. It is led by David DeKeyser, a retail consultant who formerly owned and operated the successful Bike Hub bicycle shop in DePere, Wisconsin. DeKeyser is also a columnist for BRAIN.

"Having the chance to work with Dave is a fantastic opportunity for our members," said Brandee Lepak, NBDA's president. "He brings the experience needed to truly understand retailers' perspectives and concerns. P2 Consult will allow our members to access timely information, make key, business-forward decisions, and enjoy more success."

P2 Consult aligns with two existing NBDA programs: Profitability Project (P2) and P2 Launch. P2, a well-established NBDA program, is a yearlong, professionally moderated, peer-to-peer networking group. At the other end of the spectrum, P2 Launch, introduced earlier this year, helps owners begin to examine retail data and compare their key performance indicators to other shops.

P2 Consult fills a void between the two programs, offering a basic suite of analysis services and individualized business coaching from DeKeyser at an affordable price.

"My goals are to find dealers' hidden profit potential and cost savings, and give them access to consultation services that may have been previously unattainable," said DeKeyser. "For about the same cost as the average priced bike that's currently sitting on the shop's sales floor, I will complete an initial interview and analysis, then supply five or six actionable items that are quick and easy to implement."

He continued, "Additionally, I will work with people who are looking to open a new store, purchase an existing one, or successfully exit their business. These are all areas of expertise for me."

DeKeyser and his wife Rebecca Cleveland owned a highly profitable shop and commercial real estate for 18 years before relocating to Fruita, Colorado in early 2019. Prior to owning The Bike Hub, he was an employee and general manager of another multi-location bike shop for 10 years. DeKeyser shares recommendations for retail success in a BRAIN column called Positive Spin.

For more information about P2 Consult and to sign up, visit

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