New Rochester Bike Store Runs More E-Bikes, Less Spandex


“2020 has made everyone reconsider what they do with their time and their lives,” he said, explaining why he added a new project to his already busy schedule to run his website and his custom application development company, Brandhoot.

He plans to introduce Rochester to e-bikes, while also offering standard bike brands, like Giant, in his new Spin bike store.

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It all started when he and his wife Amy bought e-bikes in 2018. While the bikes can be pedaled manually, they also offer various motorized “assist” settings to handle long distances, steep inclines, bicycles. heavy loads or just a craving. so you don’t sweat during morning commutes, some models even fold up for easy storage once the rider hits the office.

With four young children, each parent loaded two onto their bike and they went for a long ride. Electric assistance made it easy to transport two children and both parents could keep the same pace.

Although he is more comfortable in front of a computer than on a bicycle, Nordstrom really enjoyed the experience of the e-bike.

“It was really cool. Life changing is no exaggeration. We could go on family bike rides with small children and have a good time,” he said. “Then I started. to wonder why no one was selling these e-bikes here. ”

Erik’s Bike Shop and Bicycle Sports also sell electric bikes.

For the Nordstroms, e-bikes made cycling fun and manageable for the casual rider. While they can get as much exercise as they want, the assist motors can propel them to 20 mph and provide trips between Rochester and Oxbow Park.

This opened up the idea of ​​more bicycle trips, businesses using the bicycles for local deliveries, and electric bicycles giving older people or people with physical restrictions the ability to ride, he said.

He described it as a bike for people who don’t want to wear spandex but want to have fun with a little exercise.

Electric bikes are much more expensive than regular bikes, with the most popular models ranging from $ 2,500 to $ 4,000.

The concept of a small e-bike shop was just starting to take hold in his mind when “Honest” Paul Myhrom announced in September that he was retiring and closing his Honest Bike Shop. The Myhrom store was the only one in Rochester to carry Giant-branded bikes and parts.

Nordstrom said closing Myhrom was a “key piece of the puzzle” as it developed its business plan. His idea and the store grew to include Giant-branded bikes as well as e-bike makers such as Urban Arrow. New Spin will also offer Tern and Terra Trike, which make both e-bikes and standard bikes.

“New Spin will be as much a bike store as any other bike store in town. . . although our target market is more the average person than a typical bicycle shop, ”he said. “It won’t be some sort of Spandex store. We will also sell to hardened bikers, but that is not our goal. “

Another element of the New Spin plan was how Nordstrom would continue to run the day-to-day operations of Brandhoot. He needed a manager to run the bike shop and found Glenn Martin, who has years of experience running area bike shops with his brother.

The plan is to open the doors of the 2,300 square foot store at 5335 East Frontage Road NW by March, if not sooner. It is located next to Babcock Auto Care.

Considering he already has a tech company to run full time, why add a retail store to his to-do list?

“The parents have a Christmas tree farm in Nebraska. . . . I loved serving the customers, ”said Nordstrom. “I just wanted to get my hands dirty with something new.”

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