Shop Interview: Circuit BMX
April 29, 2020
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711 N. 35th St.
Seattle, WA 98103 206-465-5916 SeattleBMXShop.com Sales: BMX-only Established: 2013 |
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Why are "BMX-focused” shops necessary compared to standard bike shops (or mail-order)?
BMX-focused shops are important for many reasons. Having a BMX shop in your city builds a community and creates a core bud of friendships and inspiration that without a doubt will blossom into something much larger than the shop itself. The effect shops have on local scenes and the people who are involved in them, from one degree to another, is transformational and life-changing no matter your age, gender, race, or background—and that is truly special
What do you think is unique about "BMX-focused” shops (and your shop), versus the “average” bike shop?
From my own experience growing up as a BMXer, a lot bike shops (even if they have a "BMX corner") are not involved in the scene in the same way a BMX-only shop is and are not knowledgeable of all the things that make up our tight-knit global community. Don’t get me wrong, there are definitely exceptions to that statement, but for the most part shops with a “BMX corner” aren't out there on the front lines, riding every day, and immersing themselves in the lifestyle that engulfs you as a BMXer. They may be involved in the road bike or MTB scene, which I have mad respect for, but that's not why we're here talking about this right now. What is unique about BMX shops is that the owners and people who work in them have a deep love for, connection to, and understanding of BMX, and have a divine urgency to spread that love and passion onto others. This is something that grows inside you over a lifetime and will forever be embedded in our hearts as BMXers.
I believe this passion for community lives deep in all riders far and wide, and is not exclusive to shop owners. For example, how many times have you seen a stranger riding down the street on a BMX bike and felt your heart jump and a slight rush of excitement go through you from wanting to reach out and meet them? Share your time and energy with them? Learn from them? That is unique in my opinion.
BMX-focused shops are important for many reasons. Having a BMX shop in your city builds a community and creates a core bud of friendships and inspiration that without a doubt will blossom into something much larger than the shop itself. The effect shops have on local scenes and the people who are involved in them, from one degree to another, is transformational and life-changing no matter your age, gender, race, or background—and that is truly special
What do you think is unique about "BMX-focused” shops (and your shop), versus the “average” bike shop?
From my own experience growing up as a BMXer, a lot bike shops (even if they have a "BMX corner") are not involved in the scene in the same way a BMX-only shop is and are not knowledgeable of all the things that make up our tight-knit global community. Don’t get me wrong, there are definitely exceptions to that statement, but for the most part shops with a “BMX corner” aren't out there on the front lines, riding every day, and immersing themselves in the lifestyle that engulfs you as a BMXer. They may be involved in the road bike or MTB scene, which I have mad respect for, but that's not why we're here talking about this right now. What is unique about BMX shops is that the owners and people who work in them have a deep love for, connection to, and understanding of BMX, and have a divine urgency to spread that love and passion onto others. This is something that grows inside you over a lifetime and will forever be embedded in our hearts as BMXers.
I believe this passion for community lives deep in all riders far and wide, and is not exclusive to shop owners. For example, how many times have you seen a stranger riding down the street on a BMX bike and felt your heart jump and a slight rush of excitement go through you from wanting to reach out and meet them? Share your time and energy with them? Learn from them? That is unique in my opinion.
How do you support BMX/the scene/riders in your community?
We support the local BMX community first and foremost by being a place for all people to come hang out, be a part of something that they love, and give them the opportunity to contribute in their own ways.
We throw jams, host rides, sponsor local riders, introduce new riders and customers into the community, and show love in as many ways as possible. In the long run, the love always comes back to us. The local community supports us just as much as we support them; it’s definitely a “full circle” way of life and I can't thank my community and BMX in general enough for that.
We support the local BMX community first and foremost by being a place for all people to come hang out, be a part of something that they love, and give them the opportunity to contribute in their own ways.
We throw jams, host rides, sponsor local riders, introduce new riders and customers into the community, and show love in as many ways as possible. In the long run, the love always comes back to us. The local community supports us just as much as we support them; it’s definitely a “full circle” way of life and I can't thank my community and BMX in general enough for that.
What challenges do you face in doing those things?
There are definitely some challenges involved, but I always try to view a challenge as an opportunity for growth and a better understanding of myself and the world. Just like any other job, there are days where I feel beat down or defeated. Some days I'll have customers or kids come in whose stories are so heartbreaking that they linger in my mind for years. There have been times where I've been in a spot in life personally where throwing a jam or going into the winter season takes so much out of me that the sense of relief when it is over is incredibly overwhelming. But it’s always worth it in the long run.
When I was in 2nd grade I learned how to skip school. I would always ride my bike down the hill and hide it behind a tree and my mom would know I caught the bus if she saw it there when she was leaving for work. My small town in the middle-of-nowhere Indiana had recently gotten a new BMX-only shop located directly on the town square. I wanted to go so bad, but as a single mom of three kids, my mom hadn't had time to take me yet. So I took matters into my own hands and hid in the tree line with my 16” Magna in its usual spot, watched the bus roll up, honk the horn a few times, and then roll away. Shortly after, my mom came rolling down the driveway. She got out of the car to make sure my bike was behind the tree, and left for work. It was on! I lived just outside city limits and rode my bike 3 miles to the new BMX shop. When I got there they were asking why I wasn't in school and where were my parents? I fed them some BS (which I'm sure they knew was a lie) and hung out for hours looking at every detail of every bike. We conversed the entire time. I never felt scared or judged in any way. And they never kicked me out. That was my first bike shop experience.
After a few times of doing this, they convinced me that I should go to school, and if I came in afterwards they would give me a sticker or let me test ride a bike—and it worked! I was going to school with a new found excitement.
A few years ago, there were these two brothers ages 7 and 9 who started coming into my shop on school days. They talked with me about their lives and their parents who did drugs and were never home, and they also told me that their grandma thought they were riding to school, but they came to the shop instead. I saw myself in these kids. I told them that if they would go to school and come to the shop after, I would start showing them how to work on bikes, let them help pump up tires, assign them some basic shop chores, and hook them up with some used parts for their bikes. Next thing I knew, they were excited to get to school so that they could come to the shop afterwards. It was a great feeling to be returning that favor that my local BMX shop gave me as a youngster. So yes, there are challenges, but challenges are usually met with the opportunity for reward.
How do you balance offering services to the community (and particularly kids in need), and your need to stay in business and make a reasonable living?
There is always a fine line balance with how many handouts and discounts we can offer at the shop. We offer a team rider discount to all the people who ride for us and sometimes I have the opportunity to do more of a discount than other times; but honestly most people are just stoked to be supporting the shop no matter what.
One thing I do is set aside used parts that customers donate to create a surplus for kids in need. When I get enough parts set aside, I'll build up a bike to give away to a kid who could benefit from having one and who otherwise couldn't afford it. This has been an awesome and effective way to help people in need. Another thing I've done is simply ask companies to make a donation; you be surprised how many BMX companies are willing to help out a kid in need. Once again the “full circle” of having the support from a super rad community comes into play.
Here’s a few rad kids we’ve given bikes to the last few years:
There are definitely some challenges involved, but I always try to view a challenge as an opportunity for growth and a better understanding of myself and the world. Just like any other job, there are days where I feel beat down or defeated. Some days I'll have customers or kids come in whose stories are so heartbreaking that they linger in my mind for years. There have been times where I've been in a spot in life personally where throwing a jam or going into the winter season takes so much out of me that the sense of relief when it is over is incredibly overwhelming. But it’s always worth it in the long run.
When I was in 2nd grade I learned how to skip school. I would always ride my bike down the hill and hide it behind a tree and my mom would know I caught the bus if she saw it there when she was leaving for work. My small town in the middle-of-nowhere Indiana had recently gotten a new BMX-only shop located directly on the town square. I wanted to go so bad, but as a single mom of three kids, my mom hadn't had time to take me yet. So I took matters into my own hands and hid in the tree line with my 16” Magna in its usual spot, watched the bus roll up, honk the horn a few times, and then roll away. Shortly after, my mom came rolling down the driveway. She got out of the car to make sure my bike was behind the tree, and left for work. It was on! I lived just outside city limits and rode my bike 3 miles to the new BMX shop. When I got there they were asking why I wasn't in school and where were my parents? I fed them some BS (which I'm sure they knew was a lie) and hung out for hours looking at every detail of every bike. We conversed the entire time. I never felt scared or judged in any way. And they never kicked me out. That was my first bike shop experience.
After a few times of doing this, they convinced me that I should go to school, and if I came in afterwards they would give me a sticker or let me test ride a bike—and it worked! I was going to school with a new found excitement.
A few years ago, there were these two brothers ages 7 and 9 who started coming into my shop on school days. They talked with me about their lives and their parents who did drugs and were never home, and they also told me that their grandma thought they were riding to school, but they came to the shop instead. I saw myself in these kids. I told them that if they would go to school and come to the shop after, I would start showing them how to work on bikes, let them help pump up tires, assign them some basic shop chores, and hook them up with some used parts for their bikes. Next thing I knew, they were excited to get to school so that they could come to the shop afterwards. It was a great feeling to be returning that favor that my local BMX shop gave me as a youngster. So yes, there are challenges, but challenges are usually met with the opportunity for reward.
How do you balance offering services to the community (and particularly kids in need), and your need to stay in business and make a reasonable living?
There is always a fine line balance with how many handouts and discounts we can offer at the shop. We offer a team rider discount to all the people who ride for us and sometimes I have the opportunity to do more of a discount than other times; but honestly most people are just stoked to be supporting the shop no matter what.
One thing I do is set aside used parts that customers donate to create a surplus for kids in need. When I get enough parts set aside, I'll build up a bike to give away to a kid who could benefit from having one and who otherwise couldn't afford it. This has been an awesome and effective way to help people in need. Another thing I've done is simply ask companies to make a donation; you be surprised how many BMX companies are willing to help out a kid in need. Once again the “full circle” of having the support from a super rad community comes into play.
Here’s a few rad kids we’ve given bikes to the last few years:
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Although I can't find the pic of her on her new bike, this lil’ ripper was absolutely shredding at the skatepark with no pedals (spindle only), no headset, and no grips. I reached out to the guys at FIT BIKE CO. (shout out to Dougie and Moeller) and they donated a frame and wheel set and got her rolling on a brand new bike!
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This kid was just so incredibly stoked on BMX! He broke his bars on the janky pieced-together Magna he was riding at a jam we were sponsoring at one of the local skateparks. We hooked him up with this fresh Kink build that Def Paul donated to the shop after we hooked his cousin up with a better frame. Afterwards I had to talk to the kid’s grandma on the phone to convince her the bike was a gift and not stolen, ha!
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How does the internet affect you?
This one strikes a chord pretty deeply. Up until a few years ago, most BMX brands refrained from having an online store and had a directory of local shops where you could find their product—but that has changed.
Its hard to compete with online and direct sales, especially with the arrival of Source in the US, who are constantly undercutting everyone and selling things at low-ball prices. This destroys local scenes. On the other hand, they are getting people on bikes and spreading BMX on a large scale: it’s a topic I often struggle with.
One thing that I would like to see in the BMX industry is more control of online pricing—much like you see in the road or mtb industry—where e-commerce sites have to sign a contract or agree to terms saying they can’t sell product below MSRP or have things on a “permanent” mark down.
On the bright side, the internet has forced me to learn how to run a website and to “get with the times” so-to-say. Even up until a few years ago, I spent the least amount of time on a computer as possible, ha! Having a web store has made me sync up with a part of life I would have otherwise ignored and I always appreciate when life forces you to learn something new.
How does running a BMX shop differ from a standard business like a restaurant or clothing store?
I guess the main difference for me is the community aspect and all the social responsibilities that come along with it. Another big difference—being in Seattle where the weather is much different than say, California—are the seasonal ups and downs that come along with owning a BMX shop. Its raining and gloomy for 5-6 months at a time here, we have no indoor parks to ride, and—being that we are surrounded by beautiful mountain ranges—most BMXers put down the bike for a snowboard or skis in the winter time.
This one strikes a chord pretty deeply. Up until a few years ago, most BMX brands refrained from having an online store and had a directory of local shops where you could find their product—but that has changed.
Its hard to compete with online and direct sales, especially with the arrival of Source in the US, who are constantly undercutting everyone and selling things at low-ball prices. This destroys local scenes. On the other hand, they are getting people on bikes and spreading BMX on a large scale: it’s a topic I often struggle with.
One thing that I would like to see in the BMX industry is more control of online pricing—much like you see in the road or mtb industry—where e-commerce sites have to sign a contract or agree to terms saying they can’t sell product below MSRP or have things on a “permanent” mark down.
On the bright side, the internet has forced me to learn how to run a website and to “get with the times” so-to-say. Even up until a few years ago, I spent the least amount of time on a computer as possible, ha! Having a web store has made me sync up with a part of life I would have otherwise ignored and I always appreciate when life forces you to learn something new.
How does running a BMX shop differ from a standard business like a restaurant or clothing store?
I guess the main difference for me is the community aspect and all the social responsibilities that come along with it. Another big difference—being in Seattle where the weather is much different than say, California—are the seasonal ups and downs that come along with owning a BMX shop. Its raining and gloomy for 5-6 months at a time here, we have no indoor parks to ride, and—being that we are surrounded by beautiful mountain ranges—most BMXers put down the bike for a snowboard or skis in the winter time.
What are the most enjoyable aspects of owning a bike shop?
I would say the most enjoyable aspects of owning the shop are the life-long friendships made along the way.
That and team trips with a 15-passenger vans crammed with all the homies; pouring your heart and soul and love into something and sharing it with other people who get the same joy from it that you do; spreading the stoke and seeing the smile on kid’s faces when they put their feet on the pedals… Being your own boss ain’t so bad either!
If you could, how would you change the way BMX parts are made, distributed, and marketed?
Personally, I don’t buy any parts manufactured in China. Chinese bikes and parts just seem like toys to me. There is an obvious difference in the overall quality in welds and manufacturing between bikes made in China and bikes made in a Taiwanese factory or an American one.
When the shop was still establishing its roots, I carried a few complete bikes made by Chinese manufacturers. I once opened a box to see a couple of cat toys in there with the same packaging as the bikes. It seemed like they were being made in the same factory. After seeing holes in the welds on the bike after I opened it up, that’s when I drew the line. I would love to see more American-made product and DIY companies popping up, similar to what Ben over at WHTHOUS is doing. If you haven’t checked them out yet, make sure to visit their site www.whthous.com or check out the interview they did over on DIG. Truly awesome stuff coming out of their shop in Montana.
Long term goals and/or plans for your shop?
One day, I would love to run an all-ages non-profit spot with a ramp, music venue, coffee shop, art space, and do community-based classes and step up the organization game, but that’s just a pipe dream I’m still working on at this point. Right now, I’m just focusing on what I have, trying to continue building on that, working my way through a college degree, and keeping the doors swinging open!
Thanks for this opportunity, Mike! Keep up the good work!
- Jade
I would say the most enjoyable aspects of owning the shop are the life-long friendships made along the way.
That and team trips with a 15-passenger vans crammed with all the homies; pouring your heart and soul and love into something and sharing it with other people who get the same joy from it that you do; spreading the stoke and seeing the smile on kid’s faces when they put their feet on the pedals… Being your own boss ain’t so bad either!
If you could, how would you change the way BMX parts are made, distributed, and marketed?
Personally, I don’t buy any parts manufactured in China. Chinese bikes and parts just seem like toys to me. There is an obvious difference in the overall quality in welds and manufacturing between bikes made in China and bikes made in a Taiwanese factory or an American one.
When the shop was still establishing its roots, I carried a few complete bikes made by Chinese manufacturers. I once opened a box to see a couple of cat toys in there with the same packaging as the bikes. It seemed like they were being made in the same factory. After seeing holes in the welds on the bike after I opened it up, that’s when I drew the line. I would love to see more American-made product and DIY companies popping up, similar to what Ben over at WHTHOUS is doing. If you haven’t checked them out yet, make sure to visit their site www.whthous.com or check out the interview they did over on DIG. Truly awesome stuff coming out of their shop in Montana.
Long term goals and/or plans for your shop?
One day, I would love to run an all-ages non-profit spot with a ramp, music venue, coffee shop, art space, and do community-based classes and step up the organization game, but that’s just a pipe dream I’m still working on at this point. Right now, I’m just focusing on what I have, trying to continue building on that, working my way through a college degree, and keeping the doors swinging open!
Thanks for this opportunity, Mike! Keep up the good work!
- Jade