Opportunities for Specialty Retailers (Stuart Hunter of Roll: Bicycle Company)

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Opportunities for Specialty Retailers: NBDA Board Member and owner of Spoke-n-Sport Chad Pickard talks with Stuart Hunter of Roll: Bicycle Company about his best practices and what he sees for the future of the industry. Listen in to learn about profitability, customer retention, competition, marketing, and more!

Stuart Hunter is passionate about bicycles. He is the founder and CEO of roll: Bicycle Company, based out of Columbus, Ohio. With a vision to deliver high-quality products and capture a personalized buying experience, Stuart was led on a journey to design and manufacture bicycles that finally rose to his own standards.

BIKES. CHANGE. LIVES

Whether it’s connecting people to community activities, making friends from group bike rides, allowing families to spend time together, improving our health, riding for a cause, or just simply taking time to enjoy our city’s unique neighborhoods and country roads; bikes can (and do) change people’s lives. If more people can experience the positivity that riding bikes brings, and if together we give people the opportunity to find their own ride, then we all move forward. That’s our goal.

With 12 years of history in our shops, selling thousands of pretty great bikes, we found ourselves with a mission. To conceive, to design, and to build a bike that met our own higher standards, and fulfill our every last wish for the bikes we wanted to ride. With determination and enthusiasm, we began the journey, starting from scratch, fixating on every last detail to build the bikes we are proud to own and share with you today. We invite you to join us and to find your ride.

We are proud of our roots in Columbus Ohio. We strive to be a role model in our community.  It’s our responsibility to give back, and our opportunity to pay it forward. By focusing on the individuals and the organizations that share the vision. By re-investing into the communities we serve.

Please enjoy listening to Opportunities for Specialty Retailers.

Support the show (https://nbda.com/articles/donation-form-pg511.htm#!form/Donate)

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Stuart Hunter

Fri, 8/21 1:32PM • 36:00

SUMMARY KEYWORDS

bike, customers, retailers, people, stores, opportunity, business, retail, bicycle, industry, brands, riding, specialty retailers, continue, called, a little bit, service, experience, ride, amazon

SPEAKERS

Rod Judd, Chad Pickard, Start Hunter

Rod Judd  00:10

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

Chad Pickard  00:16

The headlines in our industry today may not be the most encouraging. We’ve got tariffs, mandatory helmet laws, and maybe even a little bit from Amazon. But these are the challenges that have always been there. In the 90s. It was mail order companies advertising in the back pages of bike magazines, or maybe the new big-box retailer opening up next door. We are certainly living in a different time. But one thing is for certain, there is still competition. So today on a bicycle, retail radio, I’m going to be talking with Stuart Hunter from rode bicycles. And we’re going to steer clear of some of the doom and gloom and take a look at some of the opportunities today for specialty retailers. Good morning, Stuart.

Start Hunter  00:56

Good morning. How are you?

Chad Pickard  00:58

I’m doing very well. How are you? today.

Start Hunter  01:01

Great man, the sun shining. It’s a Christmas day that a great thanks for Yeah, thanks for the opportunity to chat today.

Chad Pickard  01:09

Yeah, I think the weather is just about the same here. It’s very, very crisp, a little crisper, I think, which means colder. We spoke a few weeks ago, and you mentioned that there were lots of opportunities for specialty retailers. So I’d like to spend a little time today digging a little deeper into what maybe some of those opportunities are, or maybe some of the opportunities that you found that either leads to growth or maybe it’s just profitability for you or specialty retailers. But first, I’d like our listeners to learn a little bit about you. So if you could maybe like a two-minute resume of what you did before coming into the bike industry.

Start Hunter  01:45

Sure. So my background is actually in retail brand development. So I spent a number of years working with brands like Adidas and Target and Best Buy and metal footwear in developing new retail stores and new retail concepts for For folks like that, so my career was really based on how do we create compelling consumer-centric experiences and became a passionate bike rider while I was living in San Francisco, and really saw an opportunity to translate some of our learnings from working in other industries, to how can we create something that is exciting and compelling for customers, and bicycle retail. And so that’s really where we’re all comes from this idea that can bike be as thrilling, and as exciting for the general population as they are for the enthusiasts.

Chad Pickard  02:33

So with that experience, actually, remember when you guys open your store, I don’t remember the year but I was doing a little bit of work for smart detailing, and I immediately fell in love with some of your digital media, your website, the imagery, the branding, maybe had a little bit of crush on your brand. I’ll admit that. But as a consumer, tell me a little bit about the experience that I would go through when I visit one of your stores.

Start Hunter  02:56

So for me, the word really comes With the values that we express in our village, in our company, and one of the key values that we have is this idea of respect all riders. And so when we talk about the experience in our store, we talk very openly in our business about the idea that if somebody crosses the threshold of our business, then they have expressed an interest in writing in some form. And if, if they’re interested in writing, then we have something in common and something to share. And so and I guess, you know, visit any of our locations, we spent a lot of time working with them to try and understand not just what they ride, but why they ride. And if we can understand why a customer’s riding, what their motivations are, then kind of our team is much better equipped to help them kind of have a better ride experience to be able to look to the future to be able to kind of provide them with a solution that kind of allows them to grow within cycling and allows them to get the most out of it. And I think what we’ve seen Found in our businesses, people very rarely ride a bike for the sake of riding a bike. There’s usually some other motivation and whether that motivation is to be able to spend time with their family to be able to spend time with their friends to be able to get some exercise and drink some beer after there’s really rarely is riding a bike just for the sake of riding a bike, sir, if we can connect with people on the on the why then helping them to equip them with the wall

Chad Pickard  04:26

is a really easy proposition. I really like the idea of there being an internal need or desire that’s outside of a product that’s outside of skew or a UPC that riding with the family, that’s the internal need. Let’s get them a product in their hand that allows them to do it. I really do love that. That’s awesome.

Start Hunter  04:45

I think experience as well, you know, that’s really you know when I first started riding, I was about 60 pounds heavier at the time and kind of my initial motivation was to be able to look for something to get back into some semblance of shape, but there are my own relationships with buyers. As evolved, I became a very passionate mountain biker and competitive racer. And now, the best riding that I do is with my kids. So that’s one of the things that we try and do with all of our customers is understand not just what their needs are today, but how those needs evolve and change and how bikes can be part of that solution.

Chad Pickard  05:22

So when you guys opened roll bicycles, I’m assuming and maybe you’ve already touched on it a little bit, but you saw an opportunity, I’m guessing. So what was the specialty bike retail market like in Columbus, Ohio, and what was the specific opportunity that you saw?

Start Hunter  05:38

So Columbus, Ohio was very much like many cities across the US. It was a city from a bike retail standpoint that really address two needs. It did a good job of serving the enthusiast who kind of knew the secret handshake and the code to be able to get great service walking into the store and it did a pretty poor job of inspiring people to ride and to get into cycling, it was dominated by a couple of kind of older, kind of local chains. So the opportunity that we saw was how do we shake that up? And how do we build on the experiences that customers have outside of the bike channel? And how do we look at experiences that people have in clothing and automotive and electronics and coffee and leisure? And how do we create some of the excitement that exists in other retail categories in the bike business? And if we do that, can we really fulfill our mission, which is more people riding more bikes for more reasons more often, and it’s a fundamental belief that bikes change lives for us and, and so what we wanted to be able to do is to be able to present bikes in a more compelling way to a broader cross-section of people and we’re waking up in the morning and, and thinking about walking into a bookstore.

Chad Pickard  06:58

So are there you mentioned you look, you’re looking Outside of the bike industry at other retailers, there are some specific examples that you have things that other retailers are doing that you brought in to roll bicycles.

Start Hunter  07:09

Yeah, you know that thing and that continues to change as, as our company continues to change and evolve, I think maybe the biggest trend that we see a right now, which is really driving the revolution in our business, is the idea of personalization and mass customization for customers. You know, if I can get my coffee exactly how I like it and pay $2 it doesn’t compute for a lot of customers that they can have any bike that they like, as long as it’s the one on the floor. And it’s and that’s the only color. And so being able to really have developed our experience in-store and through now through the launch of our bicycle company to be able to provide a fully customized and personalized experience for our customers has been key for us and say it’s and it’s new for many customers who are used to having those experiences. So whether it’s buying tennis shoes, or cars or coffee, and to be able to introduce that at a very value-driven level, and the bike store has been just a ton of fun, and we’ve learned a lot from it. And both in answering a customer need initially, but then also, we’ve learned a ton from being able to work with other retail partners who we work with, also in sell robots.

Chad Pickard  08:23

So what are a couple of opportunities that you’ve seen, that you’ve taken advantage of? And how have you kind of navigated that? I mean, have you? Do you guys have an internal process where you say, Hey, here’s an opportunity, you’re running up the chain of command, or maybe you run it down to the troops and, and you talk about it and you make your vision board or anything like that or talk to that a little bit about some of the opportunities that you’ve seen out there and you’ve addressed?

Start Hunter  08:47

You know, it’s really a two-part question. I think that the first one was kind of what’s a process and, and there’s the answer to that is that is a very practical process, which is over the last couple of years. We’ve introduced a system called EOS, the entrepreneurial operating system into our business, which is the foundation of which is a book called traction by Gino Whitman. And that has really provided us with a great deal of underlying operating structure in our business that allows great ideas to surface and opportunities to surface through regular communication, not just with our starting user, but in our leadership team. So for anybody that is kind of maybe struggling with how to manage the day today, it’s a great system and a very easy read that I would heartily recommend in terms of specific opportunities we’ve always been I’ve always tried to look at things from the consumer lens and through the customer lens. And that’s really the first avenue that we look at is there’s something kind of out that we could be doing that would improve the customer’s experience and approve improve the customer’s purchase and so early on for us. One of those very specific opportunities was the idea of fit. And how can we introduce a professional level of fit, not just for the person buying a $5,000 road bike, but how do we get that same quality of fit and experience to somebody that’s buying a four or $500 hybrid bike? So fit was an opportunity that we saw and continued to lean into heavily in our business and making sure that customers have the best cycling experience. Now that translates for us in a very simple way that customers have a great ride. I think all too often we’ve seen customers who perhaps have been nervous about committing to visit in a traditional bike store and maybe bought a mass merchant, especially sporting goods, riding bikes that don’t fit them correctly. And then they write it once or twice, it hurts. They stopped doing it and their affair or their love for biking dissipates quickly. So we saw it as an opportunity to really keep people engaged and excited about But

Chad Pickard  11:00

what are some of the other opportunities that you see out there currently that maybe you haven’t acted on yet? Or maybe something you’re curious about? Or maybe your staff have brought up that you’re looking into?

Start Hunter  11:10

no clothes? No, just kidding. I think this is an incredibly exciting time in the bike industry. And I don’t kind of share the same doom and gloom that kind of persists in some corners of the industry. We’re in a, we’re in a period of absolutely immense and rapid change. And I think it’s easy to look at the figures around brick and mortar retail, and try and kind of overeating the tea leaves. What’s really happening in my mind is the way that customers shop and the way that customers interact with brands is changing. And ultimately, that’s what drives retail and that’s what drives how we should respond as brands, very specifically what that means to us and one of the observations that we have The as commodity goods become more and more available and cheaper and cheaper online customers are actively looking for a reason to leave the house. And if you’re going to leave the house then Then what is it that customers want to be able to find? And so there’s this trend towards more localized retail and stores and brands that respond to and service people in their local communities and on their local High Street. And with a very clear connection into those communities, but also a very clearly curated set of brands and products and services for those communities are really thriving and prospering. So making sure that in our development as a retailer, we never lose sight of our local roots is something that occupies a lot of our conversation, a lot of our thoughts moving forward.

Chad Pickard  12:52

Great. So background in marketing, guess you’re keenly aware of how retailers market themselves Some of the mistakes that retailers are making today are you know, what’s the opportunity for them in their marketing.

Start Hunter  13:06

I think trying to be all things to all people is really the biggest mistake that we make just the idea of talking about bikes as a single kind of dimension, or a single category is is really tough. I think we where we see most success is we’re kind of marketing and weather retailers and brands are very clear about the products and services they offer and who they’re directed for, who they best serve. And so using that kind of insight to narrow focus and to inspire and to help customers seek out their brand rather than trying to scorch the

Chad Pickard  13:44

earth. Do you think that’s you know, in some of the markets further north, do you think that’s possible when you know I’m up in South Dakota and it’s we’ve got a very short season and it’s kind of a most of the retailers they try and be on things to all people just to keep their doors, their doors open in the summer, just because there’s not the density and in some of the larger cities in the southern part of the states, you think that that is that a danger to their own brand?

Start Hunter  14:12

Sure. And you know, and so I think it’s, you know, it’s a responsibility, I think of every business to make sure that they are serving a broad range of customers and being able to service a broad range of customers is a little bit different from being all things to all people. I think when we talk specifically about marketing, I think it’s it’s perfectly reasonable and desirable for a store to be able to build a marketing campaign around a very particular niche or a very particular experience is just one of many different experiences. And I think maybe when you look at all the markets, it becomes even more kind of criticism as you’re able to address seasonality and, and the type of writing that happens in spring is very different from the type of writing that happens in fall and winter. And so how do you build your marketing plan? Pain and how do you build your connections with customers around those very specific seasons, knowing full well as also that many of those customers can be the same person in spring and fall, but just have very different needs and respond to a very different message.

Chad Pickard  15:17

Okay, let’s shift gears a little bit. Let’s talk about Amazon for a second. You read the news on the retail side of things. It’s like almost like Amazon can do no wrong. But what are some things that Amazon can’t do that retailer can?

Start Hunter  15:32

You know, it’s a particularly hot topic this week is, as you have seen in the presses, Nike pulls out of Amazon and I think that’s a good indicator for me about what Amazon continues to struggle with, which is how do you provide value beyond price and how do you provide kind of a connection or an affinity or with a culture that speaks to more than just price and convenience and then we see a lot of successful retailers and our category and invite that on swayed solely by price. And that is doing a lot to build an increasingly deep commitment and relationship with the customer at a local level, and you know, Amazon is never going to go away. And I would challenge anybody kind of on this certainly on this call and maybe who’s listening in, that hasn’t shopped with Amazon we all have we all do it and we all find value in it. So it’s up to us to look for ways in which we can add value in our own stalls and our own brands that continue to allow us to thrive as a business and I believe that that personal connection with customers is a key part to that. And there are great tools and great technology that allow us as retailers to maintain those personal relationships in a way that that is both efficient and compelling and

Chad Pickard  16:56

and rewarding for customers. What are some of those tools is the technology that helps us connect with customers better. I mean, is it beyond social media beyond an email address?

Start Hunter  17:08

It is. You look at CRM systems, we use a system in our business called clay vo, which is really just wonderful integration with Shopify, which our econ platform is built on and lightspeed which we operate our stores on. And so what is a system like clay vo allows us to and similarly MailChimp, albeit in a slightly more edited version, but it allows us to track kind of a customer’s interactions and behaviors in our stores and then present them with kind of new and relevant information and invitations can in the future, so it could be something as simple as reminders and after a year that annual services due to being able to track a customer and he has either purchased or expressed an interest in gravel riding and then Being able to make sure that we automatically invite them to the events and the rights and the lectures that we do install around those categories. So kind of using those tools and those automation takes a lot of onus off the individual store owner, I think there’s, it can feel overwhelming when you sit down and think about all the things you could wouldn’t should be doing. But using tools like a great CRM system, really allow you to automate a lot of that stuff and get back to what you love doing the most.

Chad Pickard  18:29

And I imagine there’s obviously staff training that goes along with that. And so when, you know, I work for you, and I engage with a customer, and maybe they do or don’t buy a bike. What’s the process like after that, that interaction? Is it sitting down at a computer entering some data? What does that look like on a day to day basis?

Start Hunter  18:49

So the customer is the question if a customer has elected not to buy a bike with us,

Chad Pickard  18:53

Or they have or have not either, either way, I’m guessing there’s some data you’re going to collect or some notes, you’re going to take

Start Hunter  19:00

Yeah, so the great thing about clay vo is is it directly connects to lightspeed. So if we do our job in collecting all the correct customer information, when they purchase from us, then that allows us to set a series of automated flows, which and we’ve got seven or eight automated flows in our system, depending on whether somebody buys or buy, whether somebody services by the type of bike that they buy. And so on these kids bikes as an example, one of the things that we do in our stores is a kid’s bike trade-up program, where within two years of purchase, a parent can bring that bike back and we will give them a credit for 50% of the original cost of that bike. And they can use that credit to upgrade to the next size. Now, by being able to track their sales, were able to set up an automated kind of reminder to ask them to them that, you know, hey, it’s been a year and a half or, or 18 months or 20 months. You’re starting to come up against that trading deadline. I’m sure Little Johnny or little Johnny has grown at this point. And so it allows us to remind a customer about the great value that we offer in that program. So, and that’s, I think, a very key and clear example where we see a lot of very positive customer feedback. In our reminders, do you have staff calling? Do you have Is it an email, is it a text is an entirely automated email. So it’s a template-based email that when a customer buys a kid’s bike from us, day one, the clock starts ticking. So the first reminder that they’ll get is after a week just checking in making sure that everything’s going fine with a bike Are there any adjustments that we need to make Can we help adjust the helmet, etc, and just really invite the customer back to be able to continue to use our store and our staff as a favored resource to make sure that they’re getting the most out of that ride. We have a similar check-in after three months. We have a similar check-in with a slightly different content after six months about how to add a ride to the next level and tips about how To ride as a family, after a year, then the customer will get an email, just reminding them that there is an opportunity for service and promotion that comes with a bike, and so on and so forth. So it’s a bit just been, I think what really is is key, however, is using the technology to best serve the customer, kind of what we found, we joke a lot in our business. We’ve got so much technology in our business, it’s like trying to learn to fly a spaceship. And it’s not until we sit down and really kind of craft out, well, what points should we talk to a customer and can we add value and once you chart out over the course of a relationship, then it’s pretty easy to map out

Chad Pickard  21:43

That’s actually being a technology person. That’s exciting. And I think in our I’ve often felt that in in the bike industry, we’ve kind of maybe left technology a little bit behind over the past 10 years and now it’s like a rubber band and it’s snapping back and we’ve got You to know, on the accessory side, we’ve got power meters, we’ve got, you know, bike computers, obviously and GPS units and then the bike side, obviously e-bikes. But now the technology is catching up in our stores with a better point of sale, better metrics and that CRM and I get excited about that. And I think that is it’s great to see that retailers are picking that up and using it to their advantage and being able to compete on a, you know, kind of a next level and offering a level of professionalism. I think that’s awesome.

Start Hunter  22:33

I can’t remember a more exciting time when you reeled off five or six things that you look at connected smart trainers, you look at e-bikes, and it really feels for the first time. I get a sense in our industry that the Luddite mentality that perhaps existed five or six years ago, is disappearing pretty quickly. And the progressive kind of retailers in our landscape is leaning into that technology and are excited about what it can provide for the customer and, and less afraid of, of e-commerce and more willing to embrace technology as a part of the experience that they provide customers.

Chad Pickard  23:15

Yeah, exciting times. So in the next 10 years, anything that you see that that may be a big opportunity coming up, you know, whether it’s, you know, obviously e-bikes is going to be the big one bike shares, maybe dockless bike shares, maybe come and gone. What what are some of the things that you see coming up?

Start Hunter  23:35

Well, that’s quite a big crystal result and, yeah, crystal ball. I think there are clearly some trends in e-bikes that and bite you, I think to speak to people moving different that isn’t in the communities in which they live, or for bikes and our community interesting to me are some of the things that we were talking about earlier, in terms of people feeling much greater have connection and place to their local environment and local community and I think was not reflected and seen in those trends. So that’s something we’re interested to continue to do. When I think about our business,

Chad Pickard  24:16

I think we lost you

Start Hunter  24:17

specifically. I think the biggest threat for me in the last 18 months has been as we’ve expanded out because there’s a knowledge sharing that is happened and continues to happen, which is pretty thrilling. And I think when we look at it at a time where, where there’s, there’s maybe a little bit of fear, you see a lot of the major manufacturers who are clamoring right now to secure floor space and secure, open to buy and to look to how to best connect directly with customers. There’s a little bit of trepidation, I think, in the industry, kind of surrounding those issues. So it’s been just a whole ton of fun for me to connect with. I work 60 retail partners now. So 60 other small, independent Then kind of committed in business owners and start to talk through and tackle and address the challenges and opportunities ahead and, and for our business, I see only growth in that areas how do we continue to connect with and to unite people who share the common values, and just share the passion for forgetting people riding motorbikes for all the right reasons,

Chad Pickard  25:25

sharing information, I really have tried to stay away from referring to specialty retailers as IBD as being these independent Island stores with you know, with a huge ocean around them. And you’re slowly seeing more and more retailers connect with other retailers share ideas, we have our NVDA has our own p two program, which does that and being a part of that it’s exciting to see, you know, oh, these guys over in Boston are doing this and we didn’t think it could happen but they’re doing it and they’re having success. Let’s connect with them and see how they do it. And let’s maybe it’s not working for them and it’s talking about it and tweaking those, those programs or those services so that they’re profitable. I think the sharing of that information is very important to specialty retail, whether it’s bikes or skis or anything. Thanks for bringing that up. That’s I think it’s incredibly important.

Start Hunter  26:21

I know there are some very specific ones and one specific example. So we’ve seen the service business and our souls grow 30% this year, which has been incredible. And one of the key factors in that was a conversation I had with another retailer. When we were looking at how do we reimagine our service packages and, and we used to call out our service packages, level one, level two and level three, and they were X dollars and y dollars and z dollars and they made all the sense in the world for us. And I was chatting with a retailer and they said oh, I call mine basic annual and overall in the message clicked to me because all of a sudden, it was much clearer. language for customers. The net result of that is what we’ve seen is a massive increase in the number of people that sell selected and upgraded themselves from a basic tune-up to an annual of a whole because they recognize the idea that this should probably be done once a year. Rather than defaulting to a level one, people were actively looking to upgrade themselves to what used to be called a level two, it is now an annual tune. So just that little conversation alone with another retailer has had a dramatic effect on the profitability of our service department.

Chad Pickard  27:34

That’s great to hear. And that’s, and I’ve heard those conversations too, about, you know, all sorts of different facets in within the bike industry, whether it’s fitting, whether it’s, you know, the tuneups like you say or even just the product offerings in our store, and how we market them. So, for a retailer that’s maybe a little that maybe is lacking some experience, maybe smaller retail Where can they learn about you know, maybe some better marketing tips? And you know, are there some good resources online? Some books, some may be some people that have podcasts or anything like that, are there any good resources for that?

Start Hunter  28:13

There is I think one of the things that have, that I would advocate is getting involved in the local business community. And whether that’s the local Chamber of Commerce, or kind of one of the organizations that I’m involved in personally is a group called Vistage, which is an SEO peer to the peer group, which so we have a group of peers from different industries we meet on a monthly basis, and to share ideas and to process issues or challenges in each other’s business and just having that outside perspective has been fundamental to our ability to grow, rolling for my own education and, and personal and professional development. I’m a huge believer in being Part of peer groups and the NVDA programs are great examples of those. But so for a newer retailer or a retailer that’s perhaps smaller and looking to grow, then look for those opportunities locally, there’s nothing better than I think sitting in a room with somebody that has either more experience or a different perspective than you have. And so the more you can open yourself up to those opportunities, the better, and then use that to help direct and guide the online resources and tools and tips and tricks. There’s a wealth of knowledge out there, but I feel those personal connections are really the best foundation to start from.

Chad Pickard  29:40

You have you know, you mentioned Vistage through that or through other networks. Do you have a mentor that you meet with regularly?

Start Hunter  29:47

I do. Yeah, I have. I have a mentor from within the Vistage opportunity, Vistage organization. I also have a personal coach that I work with a professional development coach that I work with So I’m a big believer in lifelong learning and continue to really pursue that part for us. And really does, that pursuit of knowledge is really one of the things that have me is still does some kind of right now hanging get to hang out with other small folks in the industry as we as we grow our company.

Chad Pickard  30:21

Yeah. And there’s always that the thing about hiring someone smarter than you, which always definitely helps our, our specialty retailers as well.

Start Hunter  30:29

You know, I just tell you, the CEO, overall business he’s taking over the day to day across all those stalls and the bike comes in. And that could not be true of Ryan that is smarter and more capable than I’ll ever be. And so it’s a thrill to be able to bring somebody into the organization like that and to watch them flourish.

Chad Pickard  30:48

So you brought up your bike company role bicycles. How did that start? I mean, where was it that there weren’t enough other brands to choose from or the brands weren’t offering? You know what you needed, what was the opportunity that you saw there with your bike brand.

Start Hunter  31:04

So we saw it first in our, in our own stores. And it was really it was a reaction to customers, we saw certainly a lot of excitement in our stores, but also a lot of customers that were just looking for more choice and a greater level of personalization. And because of their experience at retail said, you know, it’s shaped by buying tennis shoes, which can be personalized our clothing, or coffee or cars or technology. And so we began to not just suspect but to actively see customers in our stores asking for that level of, of just personalization, which I think is different from something like project Guan or, or a technical specification. It was people looking to be able to express themselves. And that’s really where we when the idea came to start Expo This is something that we can do to provide that experience. The flip side of that, we also So from a business standpoint, in order for us to look to thrive and survive in the future, we look to have more control over our own destiny from a product and an assortment and from a pricing standpoint. So we had kind of both a customer need and a business need come together. And that that was a tipping point for us. And for me to start to develop the role of the bicycle company program, and we’ve been up and running for about three seasons now. The first season was, was a real roller coaster and it was very unknown for us. So we were selling primarily in our own stores and online, and it was our chance to see whether we were right and whether we had a product that people were excited about and a product that people loved and whether we were able to connect with them robotics and we did and we had a lot of learning a lot of hard lessons but kind of a good deal of success, financial success and the first year or less Season, we started to get phone calls from other retailers. He kind of noticed what we were doing and friends and colleagues in the industry that were excited and intrigued by it. And so while we never set out to necessarily build a retail Partner Network, we started to work with other retailers and started to find success there as well. So this year is really the first year that we’ve started to look to grow our retail partner network in order to be able to share our bikes through a broader channel. And it’s, again, not without its challenges, we have some fantastic successes, some hits and some misses that we’ll look into to overcome now but the business continues to grow and it’s a really gratifying and satisfying area for us.

Chad Pickard  33:46

The bikes are great looking, I’ll be honest, you can check those bikes out at roll bicycles calm and you can learn a little bit more about the rural bicycle stores, and they’re on Facebook as well. But yeah, impressive-looking bikes, the amount of orange Is what appeals to me probably more than anything?

Start Hunter  34:04

Yeah, it’s a pretty cool orange all about colors of vintage Porsche racing colors, which not a lot of people know. It’s really, it’s fun. As a designer by background again, the challenge for me was how do we create something that that looks as cool as my, my racer egg and rides as well as that, and it’s just beautiful and low key and, and something that’s exciting. So it’s been a ton of fun, we find that we get two types of customers that really thrilled by our bikes, and it’s either the customer where it might be the only bike and they really love the personalization aspect of it. But on the other end, we get guys like I kind of you and I and many other people can listen in here who would call themselves an enthusiast and they know what a great ride and a looking bike feels like and they’ve probably got a 10-speed derailleur sitting in the past or on the throw on this thing or an old white industry is crying and, and so I’d like to design for that. That home Franken bike version and so it’s been tons of fun.

Chad Pickard  35:05

Well, Stuart, our time has come to an end. And I want to thank you for taking some time out of your day to talk with us. The book that we’re talking about earlier was traction by Gino Wickman. And there’s certainly a lot of other podcasts that we’ve done in webinars. But I want to thank you, Stuart, for showing up and appreciate the time that you gave us today, as well some

Start Hunter  35:25

just been really great to chat with you and I know you share some of the same enthusiasm for what’s going on out there. And you. It’s always fun to connect with people.

Chad Pickard  35:34

Alrighty, thanks, Stuart.

Rod Judd  35:35

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

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