Nationally recognized retailer University Bicycles in Boulder, Colo. announced the hiring of industry veteran Beth Leibo as General Manager. Current GM Lester Binegar will assume the role of Chief Financial Officer.
Founded in 1985 by current owner Doug Emerson with a $15,000 loan from his father, a toolbox and 15 used bikes, “U Bikes” as it’s locally known received the National Bike Retailer of the Year award in September 2015.
Emerson started in a basement at 9th and Pearl in Boulder. He moved across the street to a larger above-ground space at 839 Pearl St. the same year and bought the building in 1997. Emerson and partner Frank Banto built the Boulder Valley Velodrome in eastern Boulder County in 2014 from shop proceeds.
U Bikes is now one of the most successful bike retail operations in the US, with sales approaching $10 million annually from a 9,700 square foot sales floor and 25,000 square feet overall. Sales are up 38% in the pandemic-fueled frenzy of 2020. Emerson attributes much of his success to the shop motto, Unrelenting Friendliness.
“I’ve known Beth for 15 years,” Emerson said. “When you have the opportunity to hire an expert like Beth, you take it. She’s really going to up our game.” Emerson noted that the first order of business is for Leibo to teach the staff how to better sell apparel.
Ms. Leibo is the fourth GM in the store’s history and the first woman. She began her 20-year industry career and learned the retail trade at shops in Austin and Houston, then moved to Colorado in 2009 to represent Polar Heartrate Monitors. Leibo joined Pearl Izumi later in 2009, then added Shimano to her factory rep job. After returning to Austin, she joined ASSOS in 2014.
“I developed great respect for UBikes’ operation and culture, and jumped at the chance to lead the organization. I’m excited for the opportunity to help grow U Bikes for the next generation of bike enthusiasts,” Leibo said.
Binegar came from a retail background as a mechanic with Bicycle Garage Indy, was a Gary Fisher, LeMond, Klein and Trek sales rep in the Rocky Mountain territory from 1996 to 2006, and is a 14-year U Bikes veteran.
“I’m ready to step back and let someone else take over while keeping an eye on the finances,” Binegar said. “Beth brings unmatched experience and energy to the GM job, I’m so excited to have her replace me.” Asked what his most significant contribution to U Bikes has been, “I didn’t screw it up,” Binegar quipped.
