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When this unique bike shop closed its doors, it seemed like the end of an era. But with a boost from a big name in cycling, it’s reopened to bring its “concierge” concept to one of the hottest biking spots in the Mountain West.
REINVENTING RENTALS PARK CITY BIKE DEMOS’ SECOND ACT
By Molly Andersen It started with a bread truck and a dream. In 2014, Andre Shoumatoff took two former delivery vans, filled them with bikes, tools, and knowledgeable staff, and began delivering rental bikes to Park City visitors at their hotels or chosen trailheads. Soon, though, Andre realized an unexpected side effect of the personal service he was providing, with carefully selected and fitted bikes for every customer. After a day-long ride, about one in eight customers wanted to purchase the bikes they’d tried out. After establishing a solid footing in Park City, Andre began dreaming of establishing a more permanent presence. In 2016, Park City Bike Demos opened its brick-and-mortar location. The bread trucks, though, weren’t going anywhere; staff still delivered bikes straight to customers so they could to take a spin. Soon, the shop became a vital part of Park City’s cycling community. Groups of all ages and backgrounds were invited to call it home, including the Utah High School Racing League, the largest NICA racing program in the country. But in an era of spiking rents and cutthroat online competition, keeping a physical store open proved an ongoing struggle. “Some ideas we thought were good didn’t really work,” says marketing
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director Zak Ricklefs. “We had to keep so many bikes in inventory that the space felt more like a warehouse than a shop. Plus, the business is tough under any circumstances. Bike shops have low margins and one in 17 closes every year.” In August 2018, the crew called it quits, shuttering the shop and preparing—they thought— to abandon a dream. Then an unexpected source offered to breathe new life into the business. Robert DeMartini, former CEO of New Balance and current CEO of USA Cycling, bought Park City Bike Demos, reopening the shop’s doors in February 2019 with a commitment to the original concept. That concept: concierge-style service with a friendly, helpful attitude, is still at the core of Park City Bike Demos’ business. “It’s shocking how many people report bad customer service experiences at bike shops,” Zak says. “Someone who’s the president of IMBA and beat Lance in the Leadville 100 could walk into a bike shop in Steamboat, and someone there will belittle him.” Walk into Park City Bike Demos’ shop, though, and you’ll find a much different experience. The lights are kept low, the music high, the coffee fresh. “We like to keep it a little dark and sexy,” Andre
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