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.
Could you 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 found that no one was effectively selling and servicing electric bikes as a viable vehicle option, rather than just a fun toy, so I decided to give it a try. 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 of high quality, backed by a 2-year minimum warranty, and supported by strong local backing from reputable name brands. We then research the motor system to ensure it is well-supported, safe, and reliable. We then ensure that the manufacturer is a reliable partner, as we are the first customer to do so. Any problems our customers encounter will be our priority, so we need a trustworthy 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 in the Bay Area want high-quality electric bikes backed by professional service. Some of the brands we carry are exclusive to us, while others can be purchased elsewhere. However, we have a reputation for providing the best 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 members of the Bosch Dealer Advisory Board and the National Bicycle Dealers Association. Additionally, our mechanics are trained and certified to work on all 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 based on good word of mouth, achieved by doing a good job for our customers and making things right if a mistake occurs. This has taken us very far. Beyond that, we produce informative videos to showcase the product and e-bike lifestyle, and try to have an informative website and social media presence.
How do you juggle multiple locations?
It’s challenging! We have a service center located down the street from the Bernal Store, where we warehouse bikes and perform most of our services. We have a driver who will transport bikes from the satellite locations back to the Service Center for service, allowing the stores to have fewer staff and be 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! Be sure to book a test ride so you can receive full attention and 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 with them, and watching the neighborhood children grow up make the work rewarding.
Do you have any upcoming events or workshops?
Here is information on the upcoming rides: https://newwheel.net/blogs/bay-area-ride-guides/photo-ride