A version of this feature ran in the April issue of BRAIN.
BOULDER, Colo. (BRAIN) — For our April magazine edition, we asked our State of Retail panel members: Do you target specific customer segments? If so, which ones, and how effective is it?
LANCASTER, CALIF.: Paul Avila, owner Paul's Squeaky Wheel Bike Shop
We work on the local high school mountain bike team bikes as often as possible. I've tried to build up relationships with parents I see on the trails, and when they come to the shop, we offer a 15% discount on parts/accessories. There is a small group of parents that consistently bring their kids bikes in for service. We also get new parents that stop in for patch kits and supplies that the coach asks each kid to have before the first practice starts. This focus works fairly well for us.
I make it a point to highlight the importance of maximum tube protection for e-bikes purchased online from other retailers that are brought in for assembly. We sell a lot of Tannus Armour and buckets of Slime every week. This creates a good return when the e-bike riders tell their friends and neighbors about the solutions we offer.
SOMERVILLE, N.J.: Marc Cianfrone, owner Pops Bike Shop
Without the new consumer, we do not grow our participation, and our industry dies. We are really focusing on trying to bring more people into the sport and not focus only on enthusiasts. We engage with enthusiasts through sponsorships of teams and events that make sense — but it seems that a lot of enthusiasts turn fickle and start chasing the lowest price/internet route once they fall into their racer group. We want to complement our outreach to enthusiasts by becoming more visible to those families, new residents, and people re-entering cycling. We try to have a presence at local events outside of cycling, to continue supporting BMX to get kids into biking, and to start doing some DIY workshops (flat fixing, bike cleaning, etc.) to get casual bikers excited about bikes instead of something else.
I think it is a travesty that our industry continues to turn its back on families and new cyclists, and continues to pour a huge amount of resources into the racer segment. Some major suppliers have even dropped basic kids’ bikes, or price those units out of the reach of most families. Whatever happened to the concept of getting them cradle to grave?
BUFFALO, N.Y: Jim Costello, sales director Bert's Bikes and Fitness
We want to be the bike store for the whole family. We put an emphasis on e-bikes, kids’ bikes and service. Selling a kid’s bike is still one of my favorite things after 37 years in the bike business. We support any and all events for kids. Bike rodeos and bike buses are huge for us. We’re doing a district-wide rodeo with over 1,000 kids this year. The bike buses are the best way to start my Friday mornings. Getting to ride with 100 kids to school in the morning is a privilege. Sometimes I have more fun than some of the kids. We’re sponsoring a lot of community rides this year with Slow Spokes USA. They have a ride every night this year, and most riders are on e-bikes. As for effectiveness, the only way your marketing can be held accountable is by sales. Our kids’ bike categories had double digit-growth last year, and we’re one of the nation's largest e-bike retailers.
MITCHELL, S.D.: Kourtney Denne, co-owner Ron’s Bike Shop
We focus on four different segments of customers: beginners, youth, women, and families. We feel that each of these groups is where lasting riders and strong communities begin. Our goal is to make cycling approachable, welcoming, and fun for anyone who walks through our doors. For women, we host ladies-only rides and fix-it classes that build confidence in a supportive, no-pressure environment. For youth and families, we offer kids’ riding challenges, family rides, and beginner-friendly events that help young riders develop skills while keeping things fun. We also support recreational riders with community group rides that emphasize enjoyment and connection over competition. Our promotions often align with these programs, including event-based discounts, youth incentives, and first-bike education to lower the barriers to getting started. Overall, these efforts have been very effective. They create repeat customers, strengthen relationships, increase word-of-mouth referrals, and help turn first-time riders into lifelong cyclists and engaged members of our community.
SANTA ROSA, Calif.: Sophia Emad, social media/event specialist and sales associate Breakaway Bikes
We don’t target any specific group, but rather encourage community engagement and growth through team support, evening workshops, hosting seasonal events and creating friendly digital competitions via Strava. During the summer months, we host a “Park Party” at a group picnic site in the regional park close to our shop, and this event series has become something that customers look forward to throughout the year. We work with the local youth cycling team, hosting various season kick-off events and bike maintenance workshops with them. Recently, we have been hosting a women’s cycling event series focusing on physical health, which has brought in many people both inside and outside the cycling community. For our Strava competitions, we try to host one every few months using popular local routes or segments, offering prizes for winners in multiple categories. Overall, these have proven very effective for both bringing existing customers together and attracting new customers to the shop.
VICTORIA, British Columbia: Jeff Mitchell, general manager Oak Bay Bikes
We do not focus on any single segment of the market. As a larger shop, we are able to offer bikes and services for all segments, but we prioritize specific areas as the market dictates. We have staff members who specialize in various segments, and we play to their strengths when they interact with members of those particular communities. Community engagement is a major priority for us, and we plan to grow these efforts in the coming seasons. We maintain a presence at as many local and area events as possible and assist with fundraising for various riding-based societies and organizations. We also offer technical seminars at special events, such as International Women's Day and "No Car" days, and provide discounts to members of cycling-related groups.
While it is difficult to quantify overall effectiveness beyond anecdotal evidence, we believe our approach is working. Building a stronger community helps the tide rise for all shops in the area and provides us with strong organic growth. Additionally, the staff and customers of Oak Bay Bikes utilize the amenities these organizations provide, which improves the quality of life for everyone. It is a win-win.
INDEPENDENCE, Ohio: Matthew Schieferstein, manager/bike fitter Gear Up Velo
We try not to focus specifically on one type of customer or rider. However, the experience our staff has in road racing, cyclocross, and gravel events certainly attracts customers interested in these disciplines. Our group rides are notoriously challenging (lots of hills), so we attract quite a few serious enthusiasts and competitive riders. But we have a large base of recreational cyclists that patronize our shop, from families with young kids to commuters, bikepackers, and more. The owner of Gear Up Velo, Brian Rybak, built a reputation as an accomplished former professional flatland rider and a veritable encyclopedia of BMX history. This has led to a bevy of regional BMX riders looking for new bikes, rebuild projects, and general advice. Essentially, every customer is given the utmost attention and quality of service. This approach has proven quite effective in building our reputation as a trustworthy source for products, service, and knowledge.
WHITEHOUSE, Texas: Laurie Simpson, manager/buyer Simpson's Fitness & Adventure Sports
We don’t plan on serving only beginners, but new riders often seek out a shop where they can learn where to ride and what size bike they need. Our brand awareness and store location is backed up by strong Google reviews, so when people search for a bike shop, they immediately see real experiences from real customers. Another thing that makes us appealing to beginners is that we have a test-ride trail that gives them a full trail experience. We also run a National Interscholastic Cycling Association (NICA) team of 40 middle- and high-school kids. NICA parents, as volunteer coaches and helpers, want to see their kids love riding bikes with them and be able to keep up on the weekend Northwoods trips to Hot Springs or Bentonville, Arkansas. Then, the kids get faster, so the parents have to get a Trek Rail 9.9 e-bike — the highest legal power — just to keep up with them.
BENTONVILLE, Ark.: Brent Van Eps, co-owner Trackstand Cyclery and Tavern
As a new shop, we don't have any real good data yet on where we should focus our attention. We’re service- and repair-focused, and we are well-equipped to handle just about anything that comes through the door. We tend to avoid offering discounts and in-store promotions. After nearly four decades in shops, we have learned that you really just need to be there and support whoever is coming through the door as it will be different almost every day. We want everyone to come in and feel that they have found their shop, not just one particular type of customer. We work with just about any type of customer from a carefree recreational rider to a seasoned competitor. We definitely enjoy kids and families stopping by and work very hard to grow this business by listening and taking great care of them.
We plan to offer some overnight bikepacking trips later this year and have some movie nights at our shop and tavern. Once the new park across from our shop is complete in the fall, we’ll host weekly rides which should be fun. Shop rides and events take a while to get going but are super effective at growing business and building stoke.
