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Former retailer and NBDA president Larry Loiselle dies at 74

Published November 3, 2022

LIVONIA, Mich. (BRAIN) — Lawrence "Larry" Loiselle died Oct. 12 at age 74. Loiselle grew up in the family business, Jerry's Bicycles, and later owned and operated Livonia Schwinn Bicycle and Fitness Center. He was president of the National Bicycle Dealers Association for several years.

After retiring from the bike industry, Loiselle had a second career in the golf industry.

He is survived by his wife of 52 years, Suzanne, his two children, Michelle (Gary) Fulton, Ben (Christy) Loiselle and his grandson Lincoln. Larry was preceded in death by his parents Gerard and Phyllis Loiselle and is remembered by his brothers, Ron and Dan and sister Valerie.

According to an obituary at, "Larry loved golf and enjoyed playing new courses whenever possible. He was a Detroit sports fan and especially loved The Detroit Tigers. Larry was always ready with quick wit and puns galore. He was a kind and generous soul who constantly put others' comfort before his own. He found the most joy in spending time with family and when he was no longer able to play golf himself, he found even more happiness in watching his grandson play. When faced with daunting health issues the last few years, he attacked his treatment head on and never once complained.

"He is now free to soar with the eagles he so loved."

A memorial was held Oct. 16. There is a guestbook for friends to sign on the funeral home website. 

In lieu of flowers, the family asked friends to consider a donation to the Capuchin Soup Kitchen in Detroit.

Larry Loiselle

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