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Shellie Dimery-Noisette – Twisted Spokes, GA, Women’s Cycling Ambassador

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Bike shop owner of Twisted Spokes in Johns Creek Georgia, known for engaging women, growing interest, working with the community, and advocacy. A once legal career has assisted her in those areas and helped her rally others. A life-changing accident affected her love of teaching children and other beginners. Today we will not only learn Shellie’s story but ways we can implement similar techniques to build an engaged, active community around our shop.

Meet Shellie Dimery-Noisette.

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Shellie Dimery-Noisette – Twisted Spokes, GA, Women’s Cycling Ambassador

Tue, 3/16 • 48:25

SUMMARY KEYWORDS

bike, people, shop, bike shop, community, women, industry, ride, cycling, kids, bicycle, enduro, spokes, called, years, cyclist, vehicles, owners, business, shellie

SPEAKERS

Heather Mason, NBDA , Shellie

NBDA   00:10

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

Heather Mason  00:17

Welcome to another episode of bicycle retail radio brought to you by NBDA. I am Heather Mason. Thanks for being here. If you’re a first-time listener, be sure to check out all of our previous episodes. Today’s guest is a great friend of mine, Shelly Demery noisette Oh my God, I killed your name Shellie. I suck at that. Shellie is a bike shop owner of twisted spokes in Johns Creek, Georgia. She is known for engaging women growing interest in cycling, working with her community, and for general advocacy at large. A once legal career has assisted her in those areas and helped her to rally others. She had a life-changing accident that affected her love of teaching children and other beginners. And so today we will not only learn Shelley’s story but learn ways we can implement similar techniques to build an engaged and active cycling community around our shop. Welcome, Shellie.

Shellie  01:17

My name so

Heather Mason  01:18

yeah, I’m so sorry. Okay, so I can’t thank you enough for being here. Our friendship has blossomed over the past few years. And we were just catching up early. Or like, you know, our paths are kind of similar in some sorts. And I think of you often, and I cannot wait to dive into our talk today. I always like to give our listeners a sense of where we are. I’m in upstate New York. Where are you today?

Shellie  01:42

I’m in new Alfredo Johns Creek, Georgia, those lines between the different cities are a little bit blurred like between one block two blocks, depending on where you’re at. It couldn’t quite get it straight. So North Atlanta,

Heather Mason  01:57

how has the cycling like, are you guys already seeing a spike? Are people out riding? Is that Oh, my

Shellie  02:02

gosh, yeah. I mean, the weather is just been gorgeous here for the past few days, and people are taking full advantage of it.

Heather Mason  02:11

So I’m really excited about this conversation we have so much to talk about. But I always like to rewind and you know, tell us a little bit about your adventure into the bicycle industry.

Shellie  02:22

Oh, I glanced down a little bit. You know, as I said, I used to freestyle it a bit. You know, before my accident, talking for a living was what I used to do, but I had to write things down. But on the bike, since I was a kid, I grew up in the Midwest. So it was a lot of land to be able to cover, you know, growing up in Iowa. So, you know, bike, that’s what you had if you didn’t have a bike. That was kind of weird. So you met up with your friends, and everybody knew where everyone lived. And that’s where you did you knew who was at whoever’s house yard acreage farm by you recognize everyone’s bike, and then it was transportation. Okay, following that. It was my cross-training. I danced, I rode horses, and then I was an accomplished runner. So cycling was a really big part of that because I used it as transportation, but I used it as another form of my training,

Heather Mason  03:34

a great cross-training. I didn’t know you were into horseback riding too. That’s awesome. Another thing we have in common,

Shellie  03:40

yes, called bending and doing barrels.

Heather Mason  03:44

Wow. That’s awesome. Yeah. So then you had a legal career too, though, right. So

Shellie  03:50

yes, it started off when I was about, well, I knew about when I was about seven years old. But when I started clerking for college when I was working for ATF, and then when I was a Marine, and that had gone on for about 22 years, even still, when I was in the bike shop, with my husband with a bit more administrative when I had my robot, my e discovery Firm A few years ago, a few years before that to a close, just the economy,

Heather Mason  04:22

a cyclist growing up and then a marine into the field and law and then somehow you find yourself as co owner of a bike shop, like I’ve actually never thought it was gonna go there.

Shellie  04:33

No, and it really wasn’t by choice. That was my husband’s Avenue. Me being a wife, you get thrown into some things he has started an online retail, then it requires having more of a building presence. Okay? Then that came to a close because shot up like A few 100% from the building owner, then it moved into our garage, then I was like, you got to get out of the garage. This is not gonna work. And this can’t be a hobby, we’ve got family, we’ve got kids that will have to go to college. So you have to be able to figure this out, like scale the business, right? So get it into his smart, so it’s like, you know, do something with it. And so, the first shop that was a real brick and mortar that was not this warehouse, they that he shut down and moved into the garage was this hole in the wall that was on the backside of Medlock bridge that everybody seemed to find, okay. And it wasn’t open all the time, because he always had a corporate job. Okay, so he was doing something else and he just decided get it out of the garage, he opens up a small location in what we would call a hole in the wall just to get started with a hole in the wall because it faced actually like, you know, nothing. And it was on this backside with this nasty upholsterer, you know that was living in is opposed. There’s the hose replaced next to it. And it was that the sewage issue next to it and that everybody found in was called MTB garage, Mary tomboy, because you just dealt with everything that was just relative to selling that was mountain bikes, because that’s what he absolutely loved. But he fixed everything. And so I used to do some behind the scenes stuff, but I was not in that, you know, I was not in that trough. You know, I gave him some advice with regard to things and most like most men, you know, they don’t really hear us not knowing and

Heather Mason  06:47

so shall he, when did you guys move? And when did you get more involved in the shop?

Shellie  06:50

Well, when people like, wanted it open all the time, and then, you know, I just had to be sent off and all that it was just a constant where people always like, what what do you guys, you know, going to be open and it was just a constant is it was the community wanting this to be open more regular, he made the decision, he made a decision that there’s some real growth opportunity. So then MTB garage, which never really made any sense to me, and I’ll tell you why later, then it moved to Jones bridge. That was the second location, but the real storefront because it was on real major street in Johns Creek, you know, that got real coverage. And real rent amount, also. And it was a storefront. So it phased out on all major Street. And it needed real inventory.

Heather Mason  07:49

So you’re just making the leap. You got he was making the leap, and then boom, big bike shop.

Shellie  07:55

Exactly where he was in this hole in the wall. Here’s the deal, the carry pivot, which was a boutique brand. Yeah. And I mean, so major, major bikes out of there. So I mean, you know, pivot was expensive. And this is going back to 2013. Yeah, definitely. 15 and then from 2015, was when he moved over to the Jones bridge. But here’s the thing MTB garage, that they interested in work. People couldn’t really make sense of it, and equating it to a bike shop. Yeah. And so I used to consult, like small businesses and Ministry of work. So because I left the law firms and all of that, and our kids were in high school, and they were graduating in 2014, and 2015. So I wasn’t going to be going all the way downtown. So there was some decisions I made. And I was saying, Hey, you got to do a, b, and c, and he had his corporate job still. And I was like, people don’t really relate to this. And there was a storefront, it was like, we just can’t have this open and not actually be here. And then people would be there. So while this is being built out, and, you know, I was there, and like, oh, a woman, you know, and so I was there because then you know, there was a financial interest. And I was there and all the time, and then I would be asking all these questions. Now. I rode I never competed, right? So I was asked these questions, Mike all the time. Well, I was a book person. Okay. So he’s not really a trainer. So he would just pass a book. You read it. So then, I mean, every book that there was, you know, there was no there was this anything he referred to then? Oh, I almost became an expert on it from the standpoint so use that

Heather Mason  09:57

then just to help open the shop and Got it going and just ended. So are you on location number three now is twisted South Wales number two.

Shellie  10:05

Alright, wasn’t twisted spokes, then Okay, then now you know I’m in there. So then I’m in there. And when he first started the first location, he did have an investor, which was one of his friends who was supposed to be partner with him. But he wasn’t, I think his friend seen as an investor, that he thought it was going to be a partner. But that really wasn’t the case.

Heather Mason  10:24

Yeah, that’s very hard to get business with another person, right? I

Shellie  10:27

mean, that it really worked out. But they were really good friends. And so then it was, you know, the second location. And so then I was there. And when I was there, and I was by myself, Well, I had to learn how to fix things. So he didn’t refer me to these videos, you know, I would have to watch like YouTube. And these things now, you know, essentially, I would work on cars. So I was pretty handy for the standpoint of like, taking and working on cars, and it was growing up, but working on the bikes, it was certain things I could do. But this was like 20, some odd years later, you know, 30 years later. So I had to, like, really do this. And then so he would have a couple of friends who would come and like, look over my work, you know, so I would take in, we would have it on hold trial by fire, right? You just don’t like, but then when people couldn’t like wait for it was like on site, right? Then I have my April and I was like, Okay, I’m gonna give it to you for this price. I have eyes, you know, but if it works out, or whatever, you get come back and you have to pay the money. And so just pay full price right thing and say, Hey, we’re gonna take that we’re gonna have faith, you know, because he’s just, you know,

Heather Mason  11:35

everybody’s gonna have a starting point, you know, so many different paths, like, you know, so many different bike shops, the way that they came into reality, you know, some people started in the garage, some people started, you know, all super fancy, you know, big loan and, you know, commercial strips. And it sounds like what is twisted spokes that we know it now, like your story and the way you became involved, it’s just so like, organic and natural. And you just built up this amazing community that kind of like, grew with you almost. Alright, so I see all these pictures. So on your Facebook, twisted spokes Facebook page, there’s always pictures posted, getting to the name of Twister spoke.

Shellie  12:10

So finally, there was times that, you know, he wasn’t taking my eyes. And you know, he was the guy was really great friends are like some really awesome cyclists and who do you want to do sorry, parents that were at some other bike shops that light come and like help out? You know, because they did, they really wanted to see him succeed, because he had some really cool relationships, and they will come and like help moonlight and stuff. So that was like, really cool, you know, when he wasn’t in town to be able to, like, help me out, you know, and whatnot. But when it came to like, 2016, I was like, Look, the name is gotta change. I had, like, I we get calls. And there was tow companies that were coming to drop off cars, because they thought it was like a card place for, you know, record places to drop off cars, because they thought it was a garage and not like a bike shop. Right? So finding he was getting it. And that’s how the name and the people often get it twisted spokes bicycles.

Heather Mason  13:09

And well, no now because I mean, he’s on the bicycle retailer panel for this year. I know that. And like, I was just saying, I’m on your social media, and everyone seems to know, you know, I had a conversation with my friends at quality bicycles the other day, and they seem to know your shop, it’s like your shop is making is making headlines. And I really feel it’s because of the outreach that you have done with the community, for the kids and with adults. And I’ve seen pictures of you riding with women. And I know you from my relationship in the woman’s program. But I guess that’s really what I wanted to I know that you know, like the key to unlocking how to connect with your community. And I, I feel like I look at you, I’m always looking at what you’re doing, and what twisted spokes is doing. And I know that you’re like the driving force behind that. So I really was helpful, you could, you know, talk to me about how shops can engage with their community like and you know, all these pictures that we see who are the pictures you’re posing, whether those first time bike owners or

Shellie  14:06

owners, they get to take pictures by themselves. So those are their bikes that they purchase. The pictures that I’m in are the pictures with the bike lesson. Kids, teens and adults that have never learned to ride. There’s some special needs that learned how to ride. There’s a prosthetic. There’s adults who never learned how to write his kids. Surely there’s people who have fears that thought they would never learn how to ride

Heather Mason  14:40

or using these these new riders. Are you the one teaching these new riders? Yeah,

Shellie  14:45

I taught them all.

Heather Mason  14:46

Oh my gosh. Like so is there a spot that you go Do you have like a teaching facility is it near the shop or give us a better

Shellie  14:53

it’s actually near and around right at the shop. Wow.

Heather Mason  14:57

So people are coming and they’re not only getting a buy from you, but you’re teaching people how to ride. Yeah, yeah.

Shellie  15:04

And I do it one on one, I don’t do it with anybody, you know, and anybody else is a one on one, I assess their bikes before they start. So they have to be on a bike that is safe, that is the right size, that everything is equipped properly for them for being able to go through the lessons, their helmet has to be safety, quality, you know, for them, and they need to go through an interview process, they have to be able to interview me,

Heather Mason  15:41

I love that there are so many people, I’m just thinking like, I’m sorry, Maureen, my mother in law, she didn’t know like, she’s she rides but she’s not really stable on a bike. And she’s not really comfortable. And if I feel like if there was a shop, like, luckily, she has, you know, myself and, and we taught her again, how to ride. But if there’s so many people who I think just, you know, didn’t learn or maybe forgot how to ride so I can imagine. I mean, how many people have you taught over the years? Shelley? Who

Shellie  16:07

It’s been more than a couple 100 did you have I’ve had people come from more than a couple hours away.

Heather Mason  16:14

I was gonna say that people come to the shop just because you did this, like they heard from someone.

Shellie  16:18

Yeah, and they get referrals. And kids will actually refer their friends. And they’ll refer adults like that they know that somebody’s parents don’t know how to ride so that they can like have their friend’s parents, like actually ride with him. They’ll refer me and they have, it’s like this little network. Sometimes I’ve been like, so busy, where they’ve had to wait during like, different seasons, just to get it. And it’s three bike lessons. Like, it only takes like three bike lessons that I teach them. But there’s very rigid guidelines within things that they have to do within a nine day period over three bike lessons that I give them.

Heather Mason  17:04

So they have like homework, let’s say when they’re not with you, they have

Shellie  17:07

homework, and they have to have a support system. You know, for that. Yeah. And as long as they have that they will be writing. And I mean, I’ve had people doubt me. And they said that they were like, absolutely absolutely surprised. I’ve never not had one person not learn how to ride.

Heather Mason  17:25

This is like, you know, we talked about keeping these new cyclists engaged. But this is like getting new cycles, like you’re creating this like, let’s, what a great idea for shops. But I know when we spoke earlier, you were talking about things you’ve done with nonprofits and your community and maintenance clinics, like give us some ideas of some of the work you’ve done there.

Shellie  17:44

So initially, we work with a nonprofit that is bikes and trikes for kids for bike alpha riders. So our stop is a point for having bikes and trikes dropped off to where we will go to a meeting warehouse site annually to go and repair and fix up bikes to be able to give out to families you know of need, so that there’ll be given out and we’ve done that for years, we will get education clinics, sometimes we will just know that there are kids or commuters that are in need. And we get bikes that are not worth sell, you know or fixing or people know that we just will give something away and they don’t need to take it to Goodwill or something. They will give it to us and we’ll give it to somebody that is in need a sound and we’ll fix it up.

Heather Mason  18:44

It sounds like your shop is like the hub of the like. I feel like you’re like a safe place for people to go and it’s just like a good feel good location.

Shellie  18:53

It really is. We are the gold club for Chattahoochee High School. We are the outdoor education for cycling for Alpharetta High School. We’re chamber members. We are Dexter neighborhood favors sweet and we were voted that for three years. We were Johns Creek business favourites for more than a couple of years. I don’t know we’ve we’ve won a lot of different you know, awards were referred a lot. You know, a lot of the community involved was because, you know, my my son, he went into school at Chattahoochee. But in all my life I’ve always been out in the community even with my legal career. And so, my grandfather was an activist for all of his life. And I just think it’s important as long as you’re living to be able to take in to give back. I love kids and you know, now everybody else in our shop doesn’t do the work with the kids out in the community with teaching how to Right, Mike, my husband in the other guys will tell you, we’re not the ones

Heather Mason  20:05

we’ve almost feel I almost feel like it has to be a dedicated person on the shop staff to really lead that charge. Like, you know, reaching out to the Nikah teams reaching out to local community centers, you know, reaching out to the schools, I feel like you must have just been constantly making those connections, surely,

Shellie  20:23

yes, you know, I had, because I really do, like kids now, with Brent on and when it gets to like the high school level, and when they’re doing racing, he is that person on the beginner level with me with regard to that fitness, and what they’re supposed to be doing, and all of that, but when it gets on to the more aggressive side, that’s where he comes in. But, you know, he likes to be able to move like this. So I take and I fill in those gaps beforehand, so that they can take in, they can keep up like this, if that’s what they’re going to do. So, you know, everyone has their parts and their roles, you know, to be able to play. And I think that when you’re in a shop, and there’s things that you’re considering, though, that everyone needs to make certain though, that anybody that does come into their shop, they need to understand they are part of the community, that kids bring their friends into the shop, that kids me, and they know how to like resource money, let me tell you, they are like some little crumb snatchers with, you ever want to work their parents and I got to come in. And they’re like changing, like have it all added up in here. And they have a plan. And they just know what exactly it is, you know, that they want and how they’re actually going to go about getting it. But I go a step further in doing it, because I created a workspace for teens in our shop with having interns. So I’ve had that going for the past four years.

Heather Mason  22:09

Oh, tell us about that. shall you have like an actual work stand where there’s some tools that teams can come in? Or tell us about that? No, I

Shellie  22:15

was actually at positions where they come in as two ends and working in the shop

Heather Mason  22:20

as interns actually working on education and bring them into our industry.

Shellie  22:26

Yes. What else as well as volunteering out on like a CAD a, you know, events, there’s different community events where we’re actually asked to participate in, in the community. And so I’ll have them where they’re able to take into participate, you know, with us with going out into the community. So, you know, we’ve had it where they’ve been able to do, you know, racing from into URL, you know, series and training and whatnot, where those things can be resume builders. Yeah, was going into college, not just for going to get a job, but being able to get on, you know, Interscholastic teams. So it’s not just from a standpoint of getting another job, if it’s for that if you’re dancing to that, or if you’re trying to get onto a team, you know, related to college. Just Oh, extra skill. You know,

Heather Mason  23:27

surely I can’t stop being amazed by you. Every time I talk to you, I learned something else that you’re doing that is just I don’t know how you find time on your schedule for everything. But these are such valuable tips, you know, that we we always talk about connecting with community, but I feel like you’ve even taken it one step further. And you also run an enduro series is that the shops enduro series, are you co sponsor? How is that

Shellie  23:50

that’s my husband, I used to be more involved, that was something else that he created. But that, you know, for a mountain biking, enduro, you know, that is very physically intensive. And when I had my accident, I could no longer be out there in you know, the mountains doing what was necessary to be covering, you know, 40 miles, 60 miles, you know, and all of that, after the accident. There was a few races several months afterwards and my doctors like the accident didn’t kill you, but your lifestyle will with what you’re doing in your body needs time to heal. So that’s the third coast productions and third coast enduro series is the races and we were the first to have enduro here in the southeast. And the reason why my husband called it third coast enduro series, was because it was literally the third coast in covering five states in the southeast. So it was pretty ingenious. Yeah, there was nothing that was going on in The southeast. And it was all of these mountains that were here that there was good territory to actually cover. So it was hot on, you know, the market, you know, at that time. And I mean, we were getting coverage and the news, and all of that stuff where we were at. And one of the major races on the women’s side that had been covered was a race that we had, that was an all women’s race. And it was called the Heartbreaker that had women that came from 11 states. And it was over 80 racers. Oh my god. I joined up with Missy petty, do Bill Joy. And it was just really warmed my heart to be able to have women come from just all over and had that in Knoxville. That was that just really just like supported us. And so it was pretty awesome. And so, you know, they’re really looking for, you know, again, I had to really like I really had to heal, and you know, with all of my, my surgeries, and with my TBI and all that has gone on, I really needed to be able to beat industry to be able to do it to call it one of my races, you know, again, so the series is third coast is picking back up again, they’re having their next race like to start off this year, like April 18. That’s in TTC. So I’m getting myself just back in shape again, since the last of my surgeries was in December. So yeah, he started that. And we used to do that in tandem together, you know, so I don’t do, I don’t do the crazy downhill stuff like he does. But as I picked up really doing a lot of mountain stuff with that of climbing, rock climbing here in Atlanta, and carried over from what I used to do. I’m really great climber because I did rappelling when I was a marine. So what I used to tell people when I was out there on the courses, you got to pick if something happens to you with our EMTs out here. Do you want me to help get you down? Or do you want your bike?

Shellie  27:14

Yeah.

Heather Mason  27:18

So, you know,

Shellie  27:20

we were good out there, you know, together on you know, he doesn’t like doing all the climbing, he’s got a really great eBuy now you know, where I really like to climb and he’s really great on, you know, the downhill with doing, you know, zipping, and, you know, going around the berms and

NBDA   27:40

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.

Shellie  27:59

Definitely sounds like you guys definitely support each other and like I you know, being a friend of yours and watching you, you know with the big dama program a couple years today and now women cycling and I I know that you know you’re you had a really horrific accident and then you’ve been recovering and you have been you know, people have seen your recovery you haven’t hit in it your your story is out there, people know what you’ve gone through and, and here you are still like super strong still with the community still riding and regaining your strength. You know,

Heather Mason  28:30

I guess for me, I see you as a huge advocate for women’s cycling, I see you as a huge advocate for cycling in general. But especially with the woman’s program, you’ve been so instrumental. So as a shop owner, you know, if we’re gonna pass a tip over to other shop owners listening, any advice for shop owners to you know, make the shop more inclusive to women are more welcoming? Is there anything that you could give us there?

Shellie  28:53

Yes, men have to have women along, they have to have them in the shop, the outside of the shop has to be able to look like that you’re wanting women to come in women, mothers and kids, you know, I had the outside of the shop dressed up to make it look like that is not as important for you to come in as as much as it is for you to feel welcomed on the outside that you might just want to be able to sit down, take a load off first. You know, it could take you some energy used to be able to get outside of the vehicle with your kids. with flowers sticking out of it, you know, there’s bikes sitting on the outside

Heather Mason  29:38

welcoming, right like you just create a really welcoming environment,

Shellie  29:42

a welcoming environment and practical you know, things that are eye catching that are for kids to be able to see as they first come in. So it was like oh, you know that they may want to go grab okay. Because, you know, that’s what kids do. All right,

Heather Mason  29:58

with all the kids that you have worked with and all the kids that are coming into the shop. I know bike shop owners constantly talk about like, offering trading programs or anything like that, does your shop do anything like that to keep kids coming back to you,

Shellie  30:11

and we have a growth spurt program. So within the first couple of years, if you buy a bike for models, then you get to bring that bike back and you get 50% toward the next bike purchase. And sometimes, it could be over two years, it just depends, especially since we’ve got like long term customers, you know, there’s just sometimes just independent deals that we were just depending upon what the actual situation is, Yeah, we do. consignment on mid to high end bikes, we actually buy bikes, you know, outright, it helps us with, you know, restocking our inventory, great it, you know, the bikes have to be in, you know, good condition, also, because we want to make sure that, you know, we can resolve them. But I saw, you know, a long time ago, oh, it was recognized as my husband became, you know, more practical to just because I’m frugal, but I’m considerate that he was no child, I came from a midsize family, that, Hey, you got to try to hold on to the money. And we live in a community where people have at least three kids or more. But then median income is a six figure income and higher. But people still want to hold on to their money. And they pass things down to their kids, right. And they keep stuff in really great condition, but they want to buy well. So we are really into quality about what we sell to our customers. So we want to buy stuff as dealers that are really well, it’s going to hold up for our customers knowing that they’re probably going to pass it down, or they bring it back to us we want it to hold up because it’s what we are selling. Yeah. So I was like, you know, we don’t want to take in, have them keep spending money, you know, over and over again. And like, you know, kids probably going to grow out of this within this amount of time. You know, as of incentives of this, this is why they’re fed up with buying bikes at Walmart, you know, they they go back there. And, I mean, these bikes aren’t adjustable, you know, with this type of onset, but, you know, this will do a, b and c. So, that’s why we have more than a few options with that of, you know, the consignment, you know, we’re not gonna take that on Walmart bikes, or Target or any of that, you know, that type of stuff or buying outright. And then of course, on our own bikes, you know, the growth spurts, people.

Heather Mason  32:38

The parents must love you for that, huh? Like that must be.

Shellie  32:41

Oh, yeah. Yeah. Because, I mean, we have, you know, like one family, one of our customers. She has two sons that she’d bought like a fitness bike and a mountain bike for her son’s literally, like, probably like last summer, or maybe, maybe it was in close to right after the wintertime. They grew maybe for the six inches. And then by this winter, summertime, she was like, Oh, they decided that they wanted mountain bikes. They wanted to get into mountain biking. What was fine. Yeah, during the spat. They had grown out of the ones that they were in anyway. And it was it wasn’t, you know, it was it was no problem. That’s a great and you now have another bike that’s in great condition still

Heather Mason  33:27

to offer to another. Oh, yeah. Yeah. You talked about some things you know, that you’ve done this past year, or are doing to diversify. And it was something with vehicle outfitting. Tell me what you’re doing there. Well,

Shellie  33:41

there had already been pitcher stalls, I think going on for you know some time. But that is the now inclusive of like racks on the vehicles in, you know, Brent, he was formerly an aircraft engineer. And he’s also biomed engineer. So there’s already been very customized things that are done for people’s bikes in our shop that are not done in many other places around so people already come to us for customization things with regard to their bikes, but now they’re able to even get more things done relative to their own vehicles related to their outdoor experience. A lot of times people who are into bikes also do rafting, they do things with motorcycles, so they have additional attachments related to the vehicles, but they have more expensive vehicles, but they’re being charged a lot of money from the dealer with regard to hidden hitches and pitch attachments and all that stuff. Well, they get deals from us when they get their hitches, you know, put on their vehicles, if they’re also getting a wrap, you know, and other things associated with their outdoor experiences associated with their hit their rock in different things associated with their bikes.

Heather Mason  35:12

Yeah, so this is a great opportunity, because you are you’re outfitting a vehicle for like a larger need, right? What a great opportunity right now. Let’s see. So you have been in this industry for some time, I always ask the guests on the show, is there any great tip you have that you could share with everyone, with other retailers or those in the industry,

Shellie  35:34

working in the industry, and being a part of it. Being a woman, being a woman of color, being a cyclist, being a woman in general, Dino owner, covering lots of different checkboxes, I find that men just don’t listen to you, you know, in general, and I’ve seen it even happen with that of customers who are women, and even that of men. And I just think that it’s just so important to be able to listen, and to hear, and to just be able to have the customer to be able to have that experience, you know, to know that they’re being heard.

Heather Mason  36:25

So it’s back to communication. I always feel like it’s simply back to communication, let’s say, right? Yes.

Shellie  36:32

And, you know, I’m always about, you know, a customer doesn’t need to come in to be able to buy a new bike is about whatever it is that they have about making it their own. Like, we do such neat things with Why isn’t with us, because we have, we have the skill set in our shop, that we can do just about anything, and we’d have to correct so many other people’s work, a lot of times people have to sell, because they can’t do the actual mechanic work. And people don’t necessarily want to give up what it is they have as soon as they don’t have the money to either. And so, you know, sometimes there’s sentimental value associated with it. Also, sometimes there’s changes, like, my bike has modifications that are so specific to my medical needs, right? I’m not going to be giving up my bikes, like forever. So I don’t need anybody telling me I need to do A, B and C or why is this this way? I know exactly why it is the way that it is. And so communication is important. But visuals, you know, are as well. And sometimes that’s lost. Also, if people take the time to be able to look at because isn’t as we will take the time to be able, you know to actually look that is a form of nonverbal communication, you might take the time to look and see that initially when someone’s walking in, they have a $5,000 bike, you might want to like, close the trap for a minute.

Heather Mason  38:16

Yeah, it’s just actually paying attention. Right, right. And too often, we’re so busy that we don’t stop to look right. And listen, we touched upon, well, maybe we haven’t diversity and inclusion. I mean, those are something that we’re talking about a lot these days. I’ve had some retailers ask for tips on how to make their shop more welcoming, you know, to put you on the spot. I mean, do you have any tips, you think that you could share with retailers to, you know, make their shop more welcoming?

Shellie  38:42

Ooh, this is a hard one. Because last year and a half or so there’s been a lot of tension out there. And we have people that wanted to list our shop as being a minority shot. Really, we didn’t for a long time, because we did not want to succumb to different types of behaviors. And we purposely didn’t for so many years because of the fact that we’re we’re we’re located. And lots of people did not know that we were minority owned. Right. So I will tell you, from a standpoint, from a woman of color, the most that I have experienced is mainly from gender related.

Heather Mason  39:31

Okay. Well, I mean, I wasn’t expecting you to say that, you know, I wasn’t expecting you to say the I didn’t understand. I didn’t know where you would go at this. But to hear that, you know, and I know that, you know, we had the woman’s meeting on Monday for the industry. So it’s, yeah, you know, we’re doing a lot to try to address that issue. Right. I mean, on the industry wide.

Shellie  39:50

Yeah, I mean, as a co owner, as a woman who’s had to deal with employees, within my own business, who’s had to deal with the public. That’s the most of what I’ve actually had to deal with. And, and I think that what’s most important is from the gender side is not acting like your superior.

Heather Mason  40:21

That was a conversation that came up. You know, on Monday night, when we were talking about how to bring more women into the industry and how to get women, you know, maybe out of the service shop or out of the sales floor and into higher roles. We get that, you know, sometimes, and it’s a real thing, working on some resources to help women, you know, have the right tools when they’re confronted with that sort of environment.

Shellie  40:43

I was actually told, if this was my shop, I would do this this way. And is this to think that you possibly wouldn’t take and lose your, your job. I mean, that’s just really bold, right? And what makes you so arrogant to think that you could say that you didn’t have anything better to be able to offer there’s a sense amongst men. And I’m not saying all but I have yet to not experience not one man in the industry that has come into my shop that has worked to not have this sense of attitude, and not even bring the business, okay, to do what it is I’ve done. That is not even been my industry. And I’ve had to have this crunch years of where I’ve had to learn how to work on bikes, not to the degree that they are, ramp up business, be out there in the community. I mean, literally do all the things I’ve had to learn how to do in such a short amount of time. And you say that in my face. And I’m writing your Trek. It’s amazing. This may be edited, but I don’t care.

Heather Mason  41:54

We’re not editing this out. I mean, I’m just thinking like, I’m like,

Shellie  41:57

What the hell, okay, I’m just gonna say it. And I said that to him. Okay. And I was just like, Who do you think you are? I mean, can you be me? No, you can’t? Yeah, I mean, you’ll never be I mean, and I was just like, Whoa, you know, I mean, but often times, there’s that thought that men think that they can. And we as women, we do so much to be able to help them do their jobs, while we still don’t get the credit, even as being owners, and doing all that we do to help them earn the paycheck. And the notoriety that they get. Yeah,

Heather Mason  42:49

and I mean, we could probably flip this on both sides. But in this case, there’s definitely you know, a lot of women that I see in the industry that are wearing a lot of hats, and, you know, taking many roles and then when they go into the repair shop, and they’re going to you know, change a tire they’re looked at with like eyes, like oh my god, you can do that. It’s like, yeah, I can do that come hang with the cool girls. So definitely something that you know, this industry is definitely you know, baffled by right. And, you know, women like yourself and women, like, you know, some of the women we’ve met through the ambassador program, you know, that are part of the industry. It’s like, yeah, hang with the cool girls, we can do it all. So I don’t know, Shelly, anything else you’d like to share with our listeners, I could go on and on and on with you. Oh,

Shellie  43:34

I like a girl, you know, woman, I like being in that category. You know, a lot of times in this industry, I feel like men think that we’re trying to squeeze into their space. I don’t know what that means or where that sat. But I think that there’s room for all of us. Right. But I think that we’re more present than what we were before. And I’m not sure that there’s an understanding. Yeah, that’s supposed to work.

Heather Mason  44:06

We’ve definitely touched on so many good things, Shelly like, you know, this is great information just about you know, someone who’s thinking about starting a shop the different roles to get a shop going you know, out of your garage into that first spot and how it how you need to use the people in your family in your network to help you grow, how you can find yourself into the bike industry, you know, from a path that you never thought you would have gotten here and then you can you know, read books and use your personal skills to engage a community on a whole nother level that everyone around the nation is you know, eyes are on the work that you have done at the bike shop shelf and, and not only cultivating a community but we’re talking about diversity and inclusion and and continuing forward you know, in your role now as an ambassador for woman cycling and you continue to work with kids and you’re just such a positive in anyone’s day, Shelley if people want to connect with you and learn more about Your story or more of the programs, is there any way that people can get ahold of you? Do you want to share any contact information not to put you on the spot, sorry,

Shellie  45:07

oh, my ID is right, with Shelly, our ID e with sh e Ll IE. And that is, one of the things I do forget to touch on is about with the community, you know, in the community, I’ve just always just been out there with the community was never about selling. And I think that if you are going to be successful with any business, particularly with the bike business, that you’re out there, it’s just about being able to be out there and being you. And having that trust and that connection for people knowing you to know where they want to go and where they want to be. And that’s why people have loved going to twist the spokes bicycles is because they knew where they were going and who they trusted where their kids wanted to go. Because that seed was there. And you know, they’ve known us. And so when people are out there in the community, it has to be for the right reasons, not because they’re wanting people to come to their business, but because they live, where they work, where they play, and they’re trusted. That is what is the important. That’s the important pieces, and then the people will follow with regard to their business, but not for any other reasons,

Heather Mason  46:26

Shelly, that you just totally nailed it. It can’t be fake, it has to be authentic has to be about bettering your community. I so appreciate you bringing that up. I had a call with inba International mountain bike Association the other day, you know, it was making a huge push right now for local trail systems, and local trail systems, keep people close to your shop, they keep people engaged in your community. So definitely, you know, on that same token, it’s like you actually have to want to make a difference in your community. And it has to be for all the right reasons. Super genuine, super authentic Shelly, you are a role model. I will be sharing this episode resharing it for sure. I can’t thank you enough for coming on and talking. There’s so much more we could have got into we’ll have to have you back because we didn’t even cover everything. Thank

Shellie  47:12

you for being such a good friend. Thank you for giving me the opportunity to be Bianca Damo. And, you know, start with just the expression of sharing more with with women and just getting out there more.

Heather Mason  47:27

We’re doing awesome stuff. I thank you for being a part of it. There’s a lot of amazing stuff happening right now. I know women’s Cycling is definitely connecting. There was just International Women’s cycling day. I mean, it gives me great hope for the future. So I guess with that, you know that is it for today. I invite listeners to connect with me Come on bicycle, retail radio, share your story. Take a look at the MBTA website for great resources. Don’t forget to subscribe, share this episode. Thank you for listening, and we’ll see you back here soon. And with that we go.

NBDA   48:00

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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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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