(BRAIN) — After 20 years as president of marketing and software company SmartEtailing, later rebranded as Workstand in 2023, Ryan Atkinson resigned in late October. He is succeeded by long-time vice-president David Wert.
Workstand is best known as the largest e-commerce website provider for bike shops, along with a range of other services such as point-of-sale and Google advertising.
We caught up with Atkinson during a quick trip from his home in Albuquerque to Boulder to begin meeting individually with each of the company’s 60-plus staffers as he reflects on his experiences and ponders his next business venture.
BRAIN: No surprise, you started your career in a bike shop. How did you end up running Workstand?
Atkinson: I got my start in 1994 as a bike mechanic under the tutelage of Brett Flemming of Efficient Velo fame. I joined Trek Bicycle in 2001, working in sales and marketing. I helped establish the 29er platform and Trek University retailer education.
After leaving Trek, I and my wife Corey founded Harvest Retail Marketing, a bike shop marketing agency. We developed e-commerce marketing programs, using SmartEtailing as the website platform.
In 2016, Harvest merged with SmartEtailing to support the needs of the changing market. The first phase of this work was completed in 2019, just in time to help clients capitalize on the COVID surge in bike sales and consumer ecommerce adoption.
During my tenure, we doubled the size of the company and increased average annual bike shop ecommerce sales by over 400%. In 2023, in conjunction with our move into the point-of-sale market, we rebranded as Workstand.
BRAIN: When SmartEtailing started in 1999, no one else was building websites for bike shops. How has Workstand evolved?
Atkinson: The common thinking at the time was that the internet was going to open up global markets to local businesses. SmartEtailing thought about it differently. We saw the internet as a way for local bike shops to be more accessible to local customers. And that turned out to be true.
The next evolution was our purchase of Retail Toolkit, now called Workstand IQ. That was our first venture into in-store operations, the key element being open-to-buy planning software to make smarter use of inventory dollars. Shortly after that, we began building the point-of-sale.
Shops will see Workstand become more of an overall partner where a new shop can sign up for Workstand, and you've got the technology and the expertise to get your shop off the ground.
BRAIN: I guess what our readers really want to know is why you’re leaving? It seems like you’re still so passionate about Workstand.
Atkinson: I'm leaving the best job in the world. And so stepping away is incredibly hard. This has been one of the most fulfilling experiences of my life.
Entrepreneurship is like a compulsion for me. If I don't have the inspiration to drive the compulsion, then I'm just not fulfilled. I love what I'm doing. But there's something in me that is drawn to the next chapter.
I struggled for months with the decision. And once I really saw and accepted that the Workstand team is ready to do it without me, I got comfortable with it. I'm full of pride for my part in developing that group of people.
David Wert, who's replacing me, has been at my side every step of the way, from the first moment that I walked into the SmartEtailing office. I learned early on that he is a strong business operator.
We see things strategically the same, and we each had our roles where I could be the forward-facing guy, while he kept the train on the tracks and made sure my vision became a reality.
BRAIN: What’s next for Ryan, other than a mental health break? Are you pondering a new career, inside of the industry or out?
Atkinson: I've built a business, I've turned around a business. I know what things about business make me fulfilled. It's not that Workstand hasn’t given me that, but I stumbled into it and now I can do it intentionally. As far as staying in the industry, I’d say it’s a coin flip right now, and I don’t want to constrain or limit my ideas.
We're selling our house, getting a motorhome, and we're gonna travel for a year. I’m gonna explore the American West with my wonderful wife of 25 years and three small dogs, and we're gonna drag our Jeep around so we can get to remote places.
Bottom line, I’ll miss everyone! My amazing staff, the thousands of inspiring retailers I’ve met and worked with, and so many colleagues that have made the stressful and crazy times worthwhile. Wish me luck and stay in touch!
