Page 27 - The Peorian Vol 3 Issue 1 Winter

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thePeorian.com The Present
I started. I want to run this
business for 100 years,” he said
with a grin that makes one think
he might actually make it.
Russell’s Cycling has its own
brand. It is a chili pepper that
people have come to recognize
and ask about; yet it has no other
meaning than the fact Joe and
Cheryl Russell have a fondness
for the southwest part of the
country.
The pepper brand was
developed in 2007 “and it has
become our swoosh. It came to
symbolize our rebirth when we
went through a lot of changes at
the store, in the equipment we
sell, the other merchandise, the
décor, everything.”
For example, the store has
sections that cater to women
(“That’s Cheryl’s influence”) and
mountain biking.
It was a struggle because
the economy tanked shortly
afterward and disposable income
was going to things other than
recreational pursuits. “2007 was
the absolute worst time for us to
hit the refresh button. We didn’t
see it coming. But you know, if
we hadn’t gone ahead and done
it then, if we’d waited even six
months more, we still wouldn’t
have done it,” he said.
Russell’s Cycling survived it
by removing excess costs from
the operation and learning where
best to redistribute revenues and
job duties, he said. The home
fitness business, a big part of his
company when the recession
began, is off 90 percent from
what it was. “We still think it is
important and will come back,”
he said. “People still work out.
We see it.”
Russell’s Cycling has 40
commercial accounts, mostly
gyms within a 50-mile radius of
Washington, where it sells and
services equipment. That part
of the business has remained
steady, he said.
Business still isn’t where
he wants it to be because the
economic recovery has been slow.
“But when a real upswing comes,
we’re ready. We are poised to
receive the new consumer,”
Russell said.
When it does engage the new
consumer Russell’s Cycling, one
of only about 4,500 independent
bicycle dealers in the nation, can
do some boasting. It recently was
voted by the National Bicycle
Association as one of the top 162
Best Bicycle Shops in the country.
Competition, particularly for
the casual, recreational rider who
just wants to own a bicycle, is
largely from mass merchandising
retailers. Russell said his
growth has been helped by the
“grassroots marketing” he and
Cheryl do on a pretty constant
basis. That includes supporting
local bicycle clubs that educate
their members and working to
get trails completed in the region.
Each Saturday at 8 a.m., Joe
and Cheryl lead a bike ride that
is open to anyone. It is a 10 to 20
mile ride at which an average of
15 riders join. “We call it the Chili
Pepper Gang No-Drop Ride. We
ride as fast as the slowest person.
No one gets left behind,” he said.
He said Christmas business
is good, but it could be better
if this wasn’t such a world of
electronics. By that, he means
many parents will buy their
children the means to lounge
inside behind a games console
before they’ll spend for a bicycle
or something else to help keep
the child fit.
“We need to make sure our
young people get the tools they
need for their future. This is the
right thing,” he said, shortly
before starting a conversation
with a man looking for a bicycle
for his daughter.
“You know, this is a great gig,
selling fun.”
Joe and Cheryl Russell remodeled the store’s showroom, pictured above,
during the last few years to display items that some may not realize are
available, including apparel.