Co-op NewsIndependent Bike Dealers

The Road Ahead: Where the Bike Cooperative is Headed in 2019

March 18, 2019

To say that the bike industry has had a crazy couple of months is an understatement. First, Interbike fell apart. Then came the bankruptcy of Performance Bicycle. And now, REI has set its sights on even greater market share with partnerships with Bontrager, Cannondale, and an expansion into full-suspension.

This means it’s more important than ever for IBD’s to unite as INDEPENDENT bike shops to compete in our ever-changing environment. And, with this, The Bike Cooperative will refocus our efforts on leveraging the power of cooperation to help our members make more money, drive store traffic, and learn from the best.

“It never gets easier, you just get faster” – Greg LeMond

New for ’19: New Leadership & New Directions

The Bike Cooperative is excited to welcome Lindsay Gaskins as President!  Lindsay is a leader in entrepreneurial ventures with many years of experience in retail, start-ups and strategic consulting.  She comes from the Independent Retail space where she was CEO of Marbles: The Brain Store; a chain of 45 specialty retail locations across the country that also grew into an eCommerce leader in specialty consumer products.  Lindsay is excited to help The Bike Cooperative grow and is fully committed to helping IBD’s maintain their independence!

2019 will be an exciting time as we take The Bike Cooperative in bold new directions. To that end, some important announcements:  

Do More With More Flexible Membership

Effective April, 2019, we are lowering main-location dues for every member, new and old.  Why? Because we want to help you do more with your membership. By lowering dues and creating an a la carte structure, our vision is to offer members the best resources to drive business.

Members: be on the lookout for future communications as we introduce new tools, programs, and benefits vetted exclusively for you.

Not a member? 

Learn How Membership Can Benefit Your BIke Shop

Special Consumer Financing Rates Extended

For the first time in TBC’s history, Freedom to Ride (our private label credit card) will offer special rates throughout the Spring selling season. As Spring kicks into gear, you can continue to benefit from improved rates designed to drive sales and make consumer financing simple. The special 12 month rate is so low that it will cost you less than most normal credit card transactions. Contact Matt or Lacey today to take advantage of this awesome opportunity.  

Putting the Power of Scale to Work

For 2019, The Bike Cooperative is focused on using the power of scale to drive more customers to your stores through marketing, benchmarking, and training initiatives.  This includes a variety of programs ranging from marketing, sales, and data tools to exclusive training programs designed by your industry, for your industry.

New Partnerships

The Bike Cooperative will also be launching exciting new strategic relationships with complimenting solutions that will help your business grow and adapt faster. We are excited to share that TBC is:

  • Partnering with Retail Toolkit, the leading profit platform for specialty outdoor industry retailers to enhance TBC core products and also deliver members-only insights.  Data is critical and a key to a profitable business, and therefore TBC will be building a best in class data benchmarking suite, powered by Retail Toolkit, that will drive value in terms of, education, community and profitability.

  • Re-launching LEADERSHIP and GEAR training with a regional ROAD SHOW – with The Mann Group –  which will include exclusive TBC content and training. In addition to offering group training to reduce the costs to the individual member, we will be providing scholarship opportunities for members and teams to participate in our Fall training event (September 2019)

  • Aligning with PeopleForBikes as they launch RideSpot an app that helps your customers overcome barriers to bicycling and gets more people riding more often.

  • Exploring additional ways we can work with other leaders in the Bike Community to enhance benefits for our co-op members

“Because of TBC programs, Cheryl and I have more time for our family, staff has a higher quality of life, and our store is giving back to the community. The Bike Cooperative is the real deal. They have been where we are going.”

Joe & Cheryl Russel
Russell's Cycling & Fitness (Washington, IL)

Some of North America’s finest bike shops count themselves members of The Bike Cooperative. How can membership help you? 


As a Business Consultant for Bike Shops across the country, Matt is available to talk to independent bike dealers about overcoming their challenges every day. 

Take Your Shop to the Next Level

Could your store benefit from better financing offers? Cheaper access to Synchrony’s Freedom to Ride program is just one benefit of co-op membership