Brookfield Business Spotlight: Bicycle Center

Every local business has a story worth sharing with the community. And that’s the belief behind this exciting series we’ve kicked off at Patch — to shine the spotlight on all our favorite local businesses, and to learn a little about the ones we may not know that well.

Business: Bicycle Center
Owners: Shawn Emmerson
Website: www.brookfieldbike.com
Address: 612 Federal Road Brookfield

How did you come up with the name?

As the second owner, the Business name was inherited. The original owner wanted something neutral (not tied to an owner’s name) and something that conveyed a message.

Why choose that location? Why start a business in this town?

We have a destination business, rather than a convenience business. We are close to the highway and convenient to the Brookfield shopping district. Our accessibility allows us to service Brookfield, as well as draw customers from Fairfield and Litchfield counties as well as New York State. The demographic of Brookfield and surrounding area mates well to our business and product.

Briefly, what business are you in?

Bicycle retail sales and service. “from training wheels to triathlons.”

What’s the most difficult moment or challenge you’ve faced as a business owner?

Taking over an established business with a legend of a former owner. The need to nurture the current business and grow for the future. Small Business retail is changing dramatically as well as our specific industry is undergoing rapid evolution. The bicycle industry is changing from a family and hobby industry into a sport and lifestyle industry. Our goal is to service every area of the bicycle universe.

Were there any challenges that made you second guess your decision to be an entrepreneur?

Long hours. I do not know of many successful small business owners who truly get a “day off.” Hard work is the best way to stay in business and maximize your potential. For example; I do not get to ride a bike nearly as much as I would like.

What’s been your favorite moment or proudest achievement since opening?

Being named as one of the top 100 bicycle retailers in the country (out of 5000) as well as one of Americas Best Bike Shops. These are both highly prestigious awards for our industry.

What’s the most innovative idea your employees or customers have had that you put into practice?

Not as innovative as difficult to implement. We instituted systems within every aspect of the store to promote efficiency. From pricing, employees, service, marketing, processes, inventory and sales all have systems and structure to guaranty every customer receives the same level of high quality service. Plus, our shop dog is super cute.

How do you deal with difficult customers?

Step back from the situation and try to see things from the customer’s point of view. We see a tremendous value in appeasing a customer to protect our reputation and future. The difficult part comes when a customer is trying to take advantage of your position and reputation. Every few years there is that seldom customer who conflicts; while we are disappointed to lose a customer we try to direct the situation so it will not affect other customers or future business.

How does your business give back or get involved in the community?

We have dozens of organizations who receive our donations. We break our budget and exceed our forecast allowance every year. We feel what sets us apart is what we do above and beyond the financial donation. We provide free technical and marketing support for races and charity rides. We attend corporate events for companies looking to increase health and fitness. We run a social ride series in the spring and summer to get more people on bikes. We work with other community businesses as well as our competition to promote health and fitness. We provide free educational seminars to individuals, as well as groups such as Boy Scouts and Odyssey of the Mind. Overall we try to work on a national, regional, and local level to make the Bicycle Center a positive part of everyone’s lives and live up to our “Top 100” reputation.

Would you like to see your small business showcased in this series? Email wendy.mitchell@ patch.com.

Read more on Brookfield Patch:

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Have a news tip? Email wendy.mitchell@ patch.com.

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