There is only one way to conquer Bernal Hills on a bike: with a little help from our friends at The New Wheel. So, we caught up with one of the founders, Brett Thurber.
Tell us about your background and what inspired you to start your bike shop.
I was looking for a job after graduating from UC Berkeley. I was curious about electric bikes, and after trying one, I thought they could revolutionize transportation in my hometown of San Francisco and beyond. I looked around, and no one was doing a good job selling and servicing electric bikes as a vehicle versus a fun toy, so I decided to try it. So, over 13 years later, here we are!
How do you choose which e-bike models to carry in your shop, and what factors do you consider when selecting brands and manufacturers?
The principles we have built the company on are offering a high-quality product backed by comprehensive and professional service to ensure long-term customer success (i.e., our customer use their bikes for daily life). When deciding what to sell, we first ensure the product is quality with a 2-year minimum warranty and strong local support from the name brands. We then research the motor system to ensure it is well-supported, safe, and reliable. We then make sure that the manufacturer is good to deal with as we are the first customer, and any problems our customers have will be our problem first and foremost, so we need a good partner to stand behind their product.
What are some of the most common reasons customers come to your shop, and what services do you offer to meet their needs?
Customers over the Bay Area want high-quality electric bikes backed by professional service. Some of the brands we carry are unique to us, and many can be purchased elsewhere, but we have a reputation for being the best in customer service and after-sales support. We offer a wide range of pre-and post-sale services, including interest-free financing, extended warranties, service plans, home pickups and deliveries, and 7-day-a-week service and support.
How do you stay up-to-date with the latest advancements in e-bike technology, and what steps do you take to ensure your shop always offers the most cutting-edge products?
We are deeply involved in the industry, attending trade fairs, workshops, and seminars. We are also on the Bosch dealer advisory board and are members of the National Bicycle Dealers Association. In addition, our mechanics are trained and certified to work on all the motor systems and bicycle components we service.
What marketing strategies have been most effective in attracting customers to your shop, and how have you adapted your approach over time?
Our number one marketing strategy is good word of mouth based on doing a good job for our customers and making it right if there is a mistake. This has taken us very far. Beyond that, we produce informative videos to showcase the product and e-bike lifestyle and try and have an informative website and social media presence.
How do you juggle multiple locations?
It’s challenging! We have a Service Center down the street from the Bernal Store where we warehouse bikes and do much of our service. We have a driver that will bring bikes from the satellite locations back to the Service Center for service, making the stores have fewer staff and more focused on sales and customer service. It’s a work in progress!
What advice would you give to someone new to biking and wanting to purchase their first bike from your shop?
Think big about what you can do with an e-bike. Beyond the day-to-day, there is so much adventure on an e-bike in the SF Bay Area, so choose a practical, fun bike with a great range that can take you on awesome adventures! Make sure to book a test ride so you get full attention and can try a variety of models.
Can you discuss any interesting or unique e-bike customizations or modifications you’ve made for customers?
We custom painted a Load 75 cargo bike pink, which looked amazing: https://www.instagram.com/p/CoN3bdkv99O/.
What do you enjoy most about being a Bernal merchant?
Bernal is such a close-knit neighborhood. Seeing our customers regularly, becoming friends, and seeing the neighborhood children grow up makes the work rewarding.
Do you have any upcoming events or workshops?
We have a group ride coming up on Thursday, April 20. Here is information on the upcoming ride: https://newwheel.net/blogs/bay-area-ride-guides/photo-ride