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Diversity in the Bicycle Industry

James Stanfill, President of the Professional Bicycle Mechanics Association, joins Chad Pickard this week to talk about PBMA’s BIPOC UBI Scholarship Fundraiser in which donations will be used to directly assist a person or persons from the Black, Indigenous, and People of Color communities to attend a UBI training. This will include, airfare, lodging, meals, and tuition. Chad and James talk about why diversity in the industry is important and how you can make a difference. Donate to the fundraiser today by going to https://www.probma.org/pbma-bipoc-grant.html.

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hide_on_mobile=”small-visibility,medium-visibility,large-visibility” class=”” id=””][fusion_toggle title=”Episode Transcript” open=”no” class=”” id=””]

Wed, 9/23 12:11PM • 17:36

SUMMARY KEYWORDS

mechanic, bike, industry, race, worked, people, bicycle, person, cycling, donate, knives, pma, bike shop, shop, diversity, money, prize, podcast, indigenous people, website

SPEAKERS

Rod Judd, Chad Pickard, James Stanfill, Kent Cranford

Rod Judd 00:10

You are listening to bicycle retail radio brought to you by the National Bicycle Dealers Association.

Chad Pickard 00:17

With gyms in many businesses closed, many have turned to cycling. I know I’ve had my head down working hard, along with many others in the bike industry, who wanted to take some time on today’s podcast to talk about something that’s important to the NBA, as well as pbma. Today on bicycle retail radio, my guest is James Stanfill, president of the professional bike mechanic Association and owner of Kyle cyclery. Good morning, James. How are you today?

James Stanfill 00:41

Great. How are you doing?

Chad Pickard 00:43

I’m doing good. I assume it’s already fairly warm down in Texas this morning.

James Stanfill 00:48

It’s not bad. It’s starting to cool off, which is amazing.

Chad Pickard 00:53

I know we up in South Dakota. It’s been 70s and 80s. So it’s been actually great riding weather. Yeah, lots of gravel riding up in this area. So James, you and I’ve met a couple times we met in Reno and again at Frostbike. For those that don’t know, you give me a little bit of an introduction.

James Stanfill 01:10

quick intro lots of years in the bicycle business, spent time working for our national cycling Federation, to major manufacturers, and have worked at probably every race in North America since 1990. Something been all over the world. Have a little shop here in Kyle, Texas, just outside of Austin. And as you noted, the president of the PB Ma,

Chad Pickard 01:36

awesome. What’s been your favorite race in the United States to work at?

James Stanfill 01:39

Oh man, true, the heel is pretty special. That’s probably one of the most underrated and difficult races in North America. So hopefully when racing returns that race, we’ll be back. Yeah.

Chad Pickard 01:53

Have you ever worked at the nature Valley Grand Prix races in Minnesota

James Stanfill 01:56

I have been there.

Chad Pickard 01:58

That’s always a favorite to go watch the racing and still water chilkoot hill or the chilkoot crit is crazy. I’m sure like many other races. PBMA started three years ago?

James Stanfill 02:10

We’ve been around since 2016. No, just kind of a thorn in everybody’s side, I guess.

Chad Pickard 02:16

What’s your goal with PBMA, I’m a member of the association. I my background is I started as a mechanic, assembling bikes, and that’s my favorite part of the bike industry is fixing bikes. So what’s PBMA, his goal or what’s your mission?

James Stanfill 02:29

I mean, the mission is to promote, advocate and develop on behalf of the professional bicycle mechanic. And through that, you know, pick away or direction, but it’s elevating the status of the mechanic. And the beginning, a lot of people thought that was like a union to raise wages shirt, you know, that’s an ultimate goal is mechanics to be compensated fairly for wherever they live. And I think in time, we’re seeing that that’s improving. But to do that, there’s lots of other steps training, education, teaching the mechanics how to be a professional, so they can have the conversation with their employer about the value they’re bringing, and the value that they deserve.

Chad Pickard 03:10

And I think now, you’re seeing that value play out with you shops have a backlog of a month or two months and weeks at least. So mechanics are incredible value. And for me, as a mechanic, owner, I found value in a PMA I mean, it’s challenged me to say, Okay, how do I raise this for my mechanics? And how do I put, you know, what things can I put in place, give them goals, so that they can understand the value that they bring to my business and whatever bike shop they work at. So thank you for that. You’ll appreciate that.

James Stanfill 03:44

me walking into your business and saying, hey, Chad, I need $75,000 a year just to work here. Like you better expect that I have reasonings behind that and ways to show you how I could earn that. Money too, right?

Chad Pickard 03:57

Yeah, exactly. pbma announced a fundraiser a little while ago. Can you tell me about that?

James Stanfill 04:02

Yes. So when the more recent news and happenings around Black Lives Matter, and all this activity that’s just happened recently, we were having some internal discussions, what could we do to make a difference? And when we have these discussions for us, it’s what can we do to make a difference in our industry, which is cycling. So while that discussion was going on, this guy named Zane, who’s a race team mechanic, I knew him from working at specialized, he came up to me and had the idea like, I’m not racing, I’ve been in my backyard hammering out knives out of steel, and I’m enjoying it. So for him, it was like, What could he do to give something somewhere? Then he committed to making these original 50 knives from old files, which sold out almost immediately. And with that, you know, we kind of had this thought how can we carry this on and now you know, you’ve seen there’s a prize list of all sorts of stuff people can When totaling into the thousands of dollars, nearly $10,000, I think, but the idea is just to really raise some money. So we can find some people who otherwise wouldn’t be able to go to a place like UBI and get the training they want, whether it be a new mechanic, coming from outside or from some community bike shop somewhere, or a mechanic that’s in the system that wants to do more than want to go to a frame building class or get a service management or suspension or whatever. Now we’ve got the funds to do that.

Chad Pickard 05:31

And it’s not just anybody, I mean, we’re looking to diversify the bike program.

James Stanfill 05:38

The fund is specifically for black, indigenous, and people of color, which we’ve got pushback on plenty from people that don’t fit that classification and don’t understand the need for change. But we’re forging ahead and we’ve got a committee building out the application process to apply for funds, which should be pretty heavily reviewed, and weighted just going to be a matter of finding the people that we’d like to see apply. And that’s going to be an industry-wide effort. And we need to be reaching outside of our industry to find new people to bring them in.

Chad Pickard 06:07

Right now. I think I saw you have your up to three scholarships.

James Stanfill 06:12

Yeah, we don’t know exactly how many will send until we’ve got about $10,000. Right now to spend on this, the factors have become questionable in terms of how many are where are they located? How far do we need to travel them, if they’re able to drive versus fly, that’s clearly an expenditure, that’s gonna change. But I think we’ll probably be able to do at least three, potentially six without money just based on the factors of which classes you might want to take, and all sorts of other stuff like that.

Chad Pickard 06:40

All the details are actually on the CRO bma.org is the website, you can see all of the different people that are donating products. Tell me a little bit about that, if I donate 100 bucks, or if I donate 50 bucks,

James Stanfill 06:53

yeah, so we set it up. Originally, it was literally set up, like donate a little bit of money, and you’d get a knife or a T-shirt. But those sold out. So quickly, we wanted to carry this on for a longer period of time and it became donate, something can get entered into this prize drawing. And there’s three tiers and based on your donation, you know, $100 or more, you could win anything from each year $25 gets you in the basic tier. And even in there, there’s, you know, the top prize on there, there’s a digital ciencia meter from our friend, Rick herberg. And that’s worth 350 bucks. So tossing any kind of contribution into this could net you a pretty good price.

Chad Pickard 07:32

I’m gunning for that.

Kent Cranford 07:36

This podcast is brought to you by NBDA, membership, and industry donors. To continue providing education and content like the podcast you’re listening to now, we need your support. Go to nbda.com and join or donate today.

Chad Pickard 07:57

I’m up in Sioux Falls, South Dakota, you know, we’re not a very diverse community. What’s the diversity? I mean, you’ve traveled all over the place you’ve done races? Is there diversity in the bike industry?

James Stanfill 08:08

It’s pretty slim. You know, I’m not the expert to speak on it. But from what I’ve seen, we’re missing a lot of key marks. And it’s not a matter of forcing it into the industry. It’s just a matter of making it not such a large roadblock. There are podcasts out there from other friends who have worked at big companies that were probably hired into the company to be part of a diversity program, and they found it to be not very comfortable working there.

Chad Pickard 08:35

Obviously, this is clearly one step that I’m as white as they come. I live in guess that’s a very, fairly white part of the country. I don’t know the answers. I think there does need to be more diversity in our industry. This is a great opportunity, I think to for retailers that don’t know what to do to give money and to find something that can actually go find people that are looking for an opportunity to get into the bike industry, as a retailer, obviously, donate some money, make something happen, maybe share it with their peers, other people within their cycling community. And are there any other steps that we can do?

James Stanfill 09:11

I mean, I think it’s, you know, we go back to different events and things that that we’ve all been to and presentations we’ve heard, but I think about what’s changed. You’ve seen surveys about diversity. We’ve done surveys about what’s going on in shops, and all those surveys that are available on the website as well. We made them public just to see, so people could see what was going on. But anytime we ask about it, there’s always this segment of anger that comes about from somewhere or someplace or some person. And sometimes that noise is a lot louder than the good you’re trying to do. You know one angry loud voice in the wrong direction affects a lot more than 20 good voices in the right direction.

Chad Pickard 09:52

Yeah, it’d be quite frustrating at times. You know, what do we have to lose? Personally, I think absolutely nothing. What do we have to gain? Can you go anywhere in the country and get a job in a bike store right now? Probably, yes. If you had, I’m sure you’ve worked some long hours recently, I would expand that to even if you have cycling or mechanical skills, you could probably go anywhere in the world, I would guess, and get a job at this point in time. We’ve had an industry that stagnated for up until 2020 stagnated for four or five years or has plateaued, depending on how you look at it units versus dollars. Yeah, do we have anything to lose by being more diverse?

James Stanfill 10:35

I mean, I think we have everything to gain in from the you know what we’re doing with this black indigenous people of color fundraising campaign, but just making it less white man. There’s plenty of women and trans folks out there who tried to be in the industry and found it frustrating being talked down to by a white guy, whether it was older or younger, we’re getting some attitude from someone, we need just more change to make it more comfortable for the customers we’re losing out on. It’s easy for someone to shop from home, it’s easier for them to shop from home and fix their bike at home with the internet. They’ll never make it perfect, which is why they still need the bike shop.

Chad Pickard 11:17

Yeah. Are there any retailers that you can think of that are doing it really well that have, you know, incredible staff incredible diversity, and trending more? So?

James Stanfill 11:27

Yeah, haven’t been out in a store since last year sometime. I’ve been to some events. But really since March, I’ve just been here, working 12 hours a day, seven days a week.

Chad Pickard 11:39

I think of one of my favorite shops, I would say altar cycles in Bozeman, Montana. Yeah, I’ll do a pretty good job. I wish I could say there were a lot more.

James Stanfill 11:47

There’s many out there that hire someone who’s different so that they have that person in their stable, let’s say. But they’re not always setting them up for success. You can’t just put a person in a position because they fit your need to diversify your organization, you should put a person in position based on skill and need, and make sure that what you’re putting them in is something they’re comfortable with.

Chad Pickard 12:14

So black indigenous people of color. As a white person, I don’t know how to do that. Are there resources for me to create a more a better environment for someone and help lead them to success?

James Stanfill 12:27

Yeah, I think that the internet is full of resources. We’ve had that question as well. And, and it’s easy to go right to the internet and find hundreds of thousands of resources right now that will help you even just better understand the why.

Chad Pickard 12:43

Yeah, we all look through things through our own lenses, don’t see our world through our own lens. And it’s we need to push to see it through other people’s lenses in the same way that as an owner, I need to see the difficulties my mechanics have, I need to see the difficulties my salespeople have, as men, or women, or black or different race or gender. We’re not going to talk about quality bicycle products, because that’s a disaster.

James Stanfill 13:10

I mean, we can like, you can tell me if you’d like them or not. I only spent $500 with them since March, which I’m real happy.

Chad Pickard 13:18

Well, we’ve always had a pretty close relationship with them ever since way before I owned this store. So I really struggle with that. I tell you what, it’s a challenging topic, we should have brought someone else in on this call

James Stanfill 13:31

as white as you buy 10 real good because I’ve got some Native American blood. But for me, it’s, I’ve told people, I’m not the expert, I can’t speak on behalf of someone who fits in this mold of a black indigenous, or person of color. I can’t imagine to feel how they might feel. And I can only look at it from my point of view where you’re my friend and a person like I don’t see you any other way just because you look different or are different or act different. Whether you’re a black person, or gay or trans or a woman, it’s just a person. And I think Brett Fleming said it once in a presentation he did for us he just said something about they’re just the person just treat them that way. I don’t need to treat you special because you’re Chad like I just gonna treat you the same as I’m going to treat anybody else.

Chad Pickard 14:23

And I would say not even just a person but a person that deserves life and value. I agree. And again, what do we have to lose? Nothing. What do we have to gain another cyclist? Another someone that’s someone that’s passionate about cycling that can in whatever, you know, take a road or

James Stanfill 14:44

we’re going to gain a person or people who can relate to people that we’re not relating to right now. Yeah, like even if even if we only funded one person and they went and worked at a shop like that shop is now better off because they’ve got A new person who’s educated and trained, who’s gonna relate a lot better to their customers than their current employees. Maybe probably every dollar there is going directly towards the program.

Chad Pickard 15:12

And where again, can we sign up for the fundraiser?

James Stanfill 15:15

You want to go to our website, www.proBMA, P-R-o-b-m-a.org. And there’s a button right on that page that will get you there.

Chad Pickard 15:26

You’ve got some companies donating some gifts there’s gonna be a drawing but who are some of those companies that are in our industry that are standing along beside you and giving some of those prizes?

James Stanfill 15:35

Park Tool? I’ll be bike tools. Pedro’s. You’re clever standard Abby. Shimano stands. I nine, Midway bike supply. We all fanatic. That’s our suntour Capita bottles and bar tape. I’ve put some stuff in I own my own Tool Company that resells tools for professionals. We don’t sell park or Pedro’s or anything else, we go and find source stuff that we’ve looked at and sought after for years on this pro racing. So we’ve kicked in some gift cards and some stuff and everybody that donated so far. I mean, there’s, you know, three or 400 people who have kicked in some money and that’s just amazing.

Chad Pickard 16:15

Yeah, if you’re listening to this podcast, go to the website, copy the link, share it on Facebook, social media, send it to your staff, How awesome would it be to have 20 scholarships or Heck, why not 30 descend lack indigenous people of color to UBI they’re only going to help our it’s going to help our industry offer them great employment inside our industry. Also on that website, you can see the knives that Zane has made. Also, you can see some injuries that he’s gotten it looks like from making those knives. But those knives are really cool. Be sure to check those out and give a lot of shops aren’t having to pay advertising right now. But that money towards this, the movement of this incentive industry could be a powerful thing. James, I want to thank you for the time you’ve given us today and talking about this fundraiser and hopefully creating more diversity in our bike industry. Any final words?

James Stanfill 17:06

Do what you can. Service is the future. Have a great day.

Chad Pickard 17:10

Thanks, James. You take care.

James Stanfill 17:11

Thanks, man.

Rod Judd 17:12

This has been bicycle retail radio by the National Bicycle Dealers Association. For more information on membership and member benefits, join us at nbda.com

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Chad Pickard
Owner, Spoke-n-Sport – South Dakota (2 locations)

In 6th grade, Chad took apart and rebuilt his first coaster brake hub. It was that curiosity that kept him working in bike service shops from the age of 14 till buying Spoke-N-Sport in 2001. Mountain bikes and Hans Rey ignited his passion for technical trail riding a few years later. Chad’s work experience is almost 100% bike stores but he is always looking to other industries to improve the customer experience in his two stores. Chad serves on the bike committee in Sioux Falls and has played an active role in defending the rights of cyclists at the state level including the most recent 3-foot / 6-foot passing law.

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The NBDA has been here since 1946, representing and empowering specialty bicycle dealers in the United States through education, communications, research, advocacy, member discount programs, and promotional opportunities. As shops are facing never-before-seen circumstances, these resources offer a lifeline. Together, we will weather this. We at the NBDA will not waver in our commitment to serving our members even during this challenging time—but we need your support.

Now is the time to become a member as we join together to make one another stronger. Whether you’re a retailer or an industry partner, your membership in the NBDA is one of the best investments you’ll make this year.

Learn more about the benefits of being a member and join now.

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