Much like pedaling along a hilly trail, bicycle shops around Central Illinois have experienced ups and downs in recent years.
With Memorial Day signaling the unofficial arrival of summer, store owners and managers hope more outdoor activity will translate into an increase in business.
Joe Russell carries a passion for biking that dates back nearly half a century, and he enjoys sharing that spirit with his customers at Russell's Cycling and Fitness in Washington.
“No surprise, but cycling to me is the world's most perfect activity, and I say that because good things happen when you ride a bicycle,” Russell said. “And the excitement we've got is because of the fact that the bike is still – after all these years, which is more than 100 – it still continues to be the world's most perfect machine.”
Russell says the bike industry was in decline before the COVID-19 pandemic. But as other businesses got shut down in March 2020, cycle shops suddenly began to thrive.
“During the pandemic, we saw quite the surge, right? Ours is one activity you got to do,” he said. “In fact, even in our state, bicycle stores were legally allowed to stay open – a decree by our governor, because we were actually deemed essential for transportation.
“We cleaned out the store in three months’ time, and the next bikes were nine months away. And it was way past trained management to forecast what our needs were for nine months out – you know, the crystal ball is a little cloudy.”
But that surge didn't last – as Russell says, “the wave has hit the beach” – and now the restocked shops are having a tougher time moving their inventory.
“It's down. As far as, it's certainly down from the pandemic levels, but those were abnormal. But back to 2019 pre-pandemic? We're a little below 2019 numbers, as far as an industry,” he said.
“But I think the recovery is going to look with consolidation, fewer stores, fewer bike shops. Those that are chosen to go forward, I think we've got to be better than ever as far as their services and their processes and their customer service models.”
Other bike shops in the Tri-County area tell very similar stories. Rich Pestien is in his 50th year in the cycling business as the owner of Bushwhacker, a bicycle and outdoor sports equipment vendor in Peoria's Junction City shopping center.
“When COVID started, everybody wanted to get outside and do something and bikes was a big deal," he said. "And people bought bikes that they never thought about it before. And they thought, ‘Oh, this is fun.’ So most of the bike shops, including us, close to ran out of bikes.”
According to the retail tracking service Circana, increased interest in cycling pushed nationwide sales to $5.4 billion in 2020, a 64% increase. Last year, that sales figure was down to $4.1 billion.
Pestien says that pinch definitely reached the local markets, and now they're seeing some recovery.
“A little bit, but slowly. There's still a lot of bikes out there,” he said. “So actually, it's a great time for consumers, because there’s lots of bikes and they're at very good prices now.”
Jordan Skittlethorpe is the sales floor manager at Little Ade’s Bicycles in Pekin. He says the increased interest in biking has led to a boost in accessory sales and greater demand for repair service. He hopes that eventually leads to bike sales ticking back up.
“I'd say it's a little bit of give and take. You've got the fact that when (the pandemic) first started, money was being made and all the product went and that kind of started a drought,” he said. “But now I would say it's starting to pick up a little more, and you have all these additional people that started doing it for the first time. They're out and about now.”
Skittlethorpe says that while getting through the ups and downs of the last few years has been challenging, technological advancements in the bike industry offer reasons for optimism.
“Biking is not going anywhere on for sure,” he said. "Now with the explosion of e-bikes that are coming out into the market, people are looking at bikes as more of a serious transportation thing. That's where a lot of the industry is probably going to go, is the electronic-assisted stuff.
“Then, gravel bikes, they've become really fun for a lot of people. Gravel biking would probably be the biggest thing that has blown up in the past couple of years. People are liking the freedom of a bike that you can just leave your house and go wherever you want; you no longer have to drive to a trail, you don't have to drive to a track. You just go out and ride.”
Doug Carolus is the store manager at Trek Bicycle Peoria on Prospect Road in Peoria Heights, one of four Illinois locations for a company founded by former professional cyclist Bryce Mead. Carolus says despite the industry challenges, bikes are still selling and business has remained relatively steady.
“I mean, it's not been the world's worst bumpy road,” he said. “I think it felt more bumpy during COVID, just because of all the restrictions and supply chain issues. So that made it a little bit more turbulent for us.
“But it's definitely kind of leveled off and settled back in. It still feels like it was better before COVID actually hit. But people have actually continued good health trends and wanting to be outside more. It's just becoming a little bit more, at least, stable – versus the complete chaos, like it was around those times.”
Carolus says their store has done well enough in six years they’ve been in business that they've outgrown their current location and are in the process of moving to a bigger space on North Sheridan Road.
“We opened up pretty small in 2018, just kind of getting a test into the market without breaking the bank, essentially,” Carolus said. “So we're going to be able to have a lot more offerings of anywhere from the lower entry-level bikes to make sure everybody has a good price point option, as to making sure we have nicer displays.”
Pestien says the advancements in the cycling industry have made it easier for people to stay active in biking as they get older.
“Bikes were always good; they're getting better and better,” he said. “They're lighter and easier to ride, and now with the electric assist bikes, the people that were hardcore bikers 40 years ago who aren't quite so agile or strong now, they can still get exercise – but they don't destroy themselves doing it. They can ride 10 miles an hour by pedaling 5 miles an hour and let the motor work for you.”
Russell says he believes the rough ride over the past several years will turn into a path toward better days for bike shops.
“I think there's a nice opportunity in the near future, the next 3-5 years. I’m very, very excited,” he said. “Right now, right this very second, they're working on the next generation of bicycle. Things we have on our floor today, 5-10 years ago weren’t even conceptual, not at my level. It's fascinating. So we're going to see some good times straight ahead.”
