Saturday, January 11, 2020

What's Your Mission?

        My old friend Jack (94, two days ago) bops in once in awhile just to make sure I am awake. The bicycle store is extremely quiet in January. Jack usually has a tune playing in his head when he comes through the door, either Jazz or Swing. and he challenges me right away with "What's your mission here, Chuck? You've been in business here for a quarter century, you must have figured out what your mission is." Rubbing my chin, I get the mental gears working and offer...Putting retired truck drivers on bikes!
         Retired truck drivers usually have back or knee problems or hips that don't rotate fully or "deadleg" and they can't feel their feet. Do you know what'll fix those ailments every time? Bicycle riding.    Jack quickly retorts, "Damn right, Chuck, good answer." We are definitely a 'working class' cycling shop...we listen, we diagnose and we set you up with a $500 ride that will change your life. It' no more difficult than that. "I'm proud of you Chuck. I've asked that question to many merchants over the years and nobody has given me a better answer than that. You know what you are? You're honest and a realist. Honest as the day is long."
        We don't try to impress folks with the latest technical gadgetry or $6,000 bicycles. We just want humans to ride and enjoy their ability to get out and explore, listen to the wind in the trees and an incredible variety of birdsongs. Jack loves birds and fish and especially birds who hunt fish. Jack road bicycles competitively for a couple of decades before moving north to Chester. He rode recreationally for a couple of decades on Plumas County roadways. Before all this he worked on trucks, "a fender bumper" he once told me, "I was a body shop man with a big rubber hammer."

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