Sheri Mann: Shop Owner Profiles

Name of Business: Summit City Bicycles and Fitness – Fort Wayne Indiana

Number of locations: One

Years in business: 26

Number of employees: 28

Describe your business in terms of what type of bicycle retailer you are? Specialist? Generalist?

We are a generalist cycling retailer catering to cyclists of all ages and abilities.

Tell us a little about your unique attributes.

We genuinely enjoy helping people get out and enjoy all that cycling offers.

Tell us how you got your start in bicycle retail and how you made the transition to owning your store(s).

My husband was friends with the previous owner, who was not passionate about the business or his customers. While on a cycling trip together, they started discussions about selling the company to us. We desired to run a bike shop that welcomes all customers and helps them achieve their goals. My husband’s experience in retail management and my administrative assistance served to guide us as business owners. Still, nothing really could have prepared us for owning a retail bicycle shop.

What do you think the secret to your success has been?

Treating others as we like to be treated. We meet customers where they’re at in their journey whether they’re just riding bikes for a fun activity, setting out on a ride across America, or have a schedule of races set for the season. Our passion is just seeing people enjoy being out on their bikes.

Tell us about how you built your team to help you succeed?

We have several employees that have been with us for 10, 20, and 25 years. They share our passion for cycling and community, and we continually look for others that display that passion for bringing on board. We provide them the training tools to be successful at their jobs and provide generous benefits to keep them motivated.

What role does your shop play in your community?

We choose to take more of a supportive role in our community. While we don’t currently lead rides or have a cycling team, we support all local cycling events by providing staff support, prize donations, and/or monetary support. We are the main sponsor and ride support for our local “Trek the Trails,” a weekly ride that explores various segments of our 100-plus mile trail network. The main question we ask ourselves before considering participation, in any event, is, “does it get butts on bikes?”

What has been your biggest challenge or obstacle to owning a bicycle retail store?

It has been challenging to keep up with all of the responsibilities an owner needs to maintain: marketing, human resources, bookkeeping, inventory management, building maintenance coordinator, training, industry knowledge, and keeping pace with changing products. Always great if you’re lucky enough to have a person on staff to delegate these duties, but if/when they move on, it falls back to the owner.

In your opinion, what could/should the bicycle industry do better to address your concerns and needs better, but your customers as well?

If the industry as a whole could provide better margins to their dealers, we, in turn, could offer better pay to our staff, make improvements to our stores, and invest more in our communities. I believe that bike shops are integral components of their communities but often overlooked by our local municipalities.

Any advantages you feel your perspective gives you to gain a competitive edge?

Having been in the bike industry for over 25 years, we have experienced a wide variety of situations with customers, finances, road closures, economic issues, and staffing. Each has taught us to hang in there. There’s always blue sky beyond the clouds. We continually adapt to new trends, whether it’s the way customers shop or new cycling technology.

How do you see your business evolving in the future?

I see continued success for Summit City Bicycles and Fitness in the future. With our proximity directly on the extensive trail network in our community and the work we’ve done over the years to improve our staff training, customer service, and operations, we continue to look for new opportunities to meet customers’ needs. We’ve also significantly invested in our building to create a more modern and inviting space that will help facilitate an exceptional customer experience, business growth, and sustainability for years to come.

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.