Your local bike shop circa 1919, Photo courtesy National Photo
At KGS Bikes, I meet many people who are not bike racers, who are not bike mechanics. They simply want their bicycle to be comfortable and safe, want it to work well and they want the experience to be fun. Most people don’t understand the difference between a custom bicycle that is designed around them, with a 20 plus year lifespan, and a production bike. The production bike is a commodity, likely made and assembled in China, but it may also have much more fancy curves in the frame and much more brand appeal. It will also not fit as well, last as long or provide the same level of satisfaction from day one.
What are consumers to do? The deck is stacked against them, frankly. The bike industry survives on selling flashy bikes at or below their true cost (loss leaders) in order to bind the owner to a bike shop. After the honeymoon of “the deal” is over, the consumer buys parts, accessories, and pays for maintenance and repair, which give the bike shop the ultimate profit. They don’t factor in these hidden costs in “the deal”, and so everyone wins, right?
I suggest that really learning about who sells your bicycle will pay huge long term dividends. The internet has blown apart the traditional bike shop model, as commodities are now able to be purchased at or below the prices that bike shops pay. Since the bike shops cannot afford to hire real seasoned professionals for their sales team, young, eager employees are hired as the first tier of their selling team. These people mean well, but they cannot have the life experience or the expertise to really understand a premium bicycle that they cannot afford to own in the first place. They have not experienced the discomforts that happen when one crosses the 35 year barrier, or the 55 year barrier!
When people learn the difference between a commodity bicycle and a custom bicycle designed and created at the KGS level, they are amazed. They can still buy the rest of the commodities from anyone, yet they can take the part of the equation that defines the experience they have on every ride, the bicycle, and turn it into a long term investment in health, vigor and age reversal!
Really get to know who is wanting to take your hard earned money in exchange for a bicycle. Is it a commodity, or is it something that will enhance your cycling experience? How long do you have to live with the consequences of your decision? Have you amortized the costs of this new ride over its projected life? Have you factored in hidden costs? Do you include the value of your time in the equations?
With the answers to these questions, you can then properly assess the bicycle dealer, the internet seller, or in my case, the custom bicycle designer who wants to compete for your business and earn your respect. Take the time and ask the tough questions, and resist the impulse buy. It can save you lots in the long run.
