Becoming a great place for biking doesn’t happen overnight. Through our annual City Ratings program, PeopleForBikes helps cities and towns of all sizes measure progress towards improving bicycling. New for this year, City Ratings also includes an interactive map and database featuring thousands of bike projects across the U.S., making the critical connection between quality infrastructure and safe and connected places to ride.

But creating a culture that truly embraces bicycling takes more than just infrastructure — and that’s where local bike shops come in.

To help unpack the important role local bike shops can play in connecting communities, we spoke with Brian Molloy, owner of The Hub Bicycles in Athens, Georgia, as well as Juliet Scott-Croxford, president, North America, and James Baldwin, senior sales manager, North America, at Brompton Bicycle.

More Than Just a Place to Buy a Bike

“Bike shops are where the culture is built,” says Baldwin. “I know online is where we’re seeing a lot of conversations play out, but as humans, we need that physical place. As our ‘third places’ shift, bike shops play an important role in being that place where people feel comfortable and can be themselves and connect with likeminded people.”

“As I look back on 25 years of having a bike shop, we have been in the same location for 15 years and the previous 10 were right across the street. No pun intended, we really are the hub for cycling in town,” says Molloy. “The most critical role we play in the community is bringing people together, and what happens from there is magic! Conversations happen, plans get made, friends are made, other businesses are started, collaborations happen, social media stories are posted — all because we are here. Bike shops are a meeting place more than anything and that is what makes them special in a community.”

Community Leadership is Key

“Ultimately, bike shops understand the culture of a community better than anyone,” says Scott-Croxford. “They are not only experts in product — they have a really good sense of how to support a community in ways that stretch beyond cycling.”

“Making a difference is simple. Put people on bikes, share where to ride, create group rides, create friendships that encourage each other to ride, and get involved in your local advocacy groups to volunteer to share the love of cycling. Talk to your local elected officials and let them know how you feel,” says Molloy.

“Look for national and local groups to work with on fundraisers and community building,” says Baldwin. “If more people are shouting one thing, the more difference they can make.”

Want to Make an Even Bigger Difference?

“First, love your customers and actually show them you do! Be great, be nice, care, and they will trust you to sell them what they need to be happy and successful on their bike,” says Molloy. “Help them achieve their cycling goals and share in their accomplishments with them. Again, just be nice and treat people with kindness and respect. For larger industry members — get back to local events that grow the love of cycling and make people smile. We love selling bikes, but it is a really hard business, so the more you smile and have fun, the easier it is.”

“We’re trying to reach 85% of Americans who know how to ride a bike but wouldn’t call themselves cyclists. Put yourself in the consumer’s mindset and think about how we can make [walking into a bike shop] not an intimidating experience,” says Scott-Croxford. “When we directly invest in a community, they invest back in us.”