John has been running his bike shop for over 15 years. Thousands of customers have walked through his doors. He knows bikes inside out—he is one of the best mechanics I know.

I had a call with him today, and he sounded tired. I asked him, “What’s going on?” and he opened up.

He is drowning in debt and is one month away from shutting down or filing for bankruptcy. As he says, that’s the last option.

But let’s talk exact numbers here. He has:

• $80,000 maxed-out credit cards
• $100,000 loan #1
• $150,000 loan #2
• $50,000 credit from suppliers
• $50,000 from a friend investor

Total: $430,000 in debt

His shop revenue in 2024 was $510,000.

John is not some amateur who doesn’t know what he’s doing. He’s a hard worker—maybe even too hard. In peak season, he works from 4 AM to 6 PM, seven days a week. Crazy work ethic.

But just working hard is not enough.

I asked him about a few more numbers, ran some quick calculations. There is still a way to save his shop. But it’s not going to be easy. The actions need to be fast, precise, and yes… brutal.

How do I know? Because I was in nearly the same situation years ago.

I wasn’t planning on taking this on. But then I remembered something I once heard:

“If you can, you must.”

So if I can help, I must help. So let’s do it.

I told John, “Okay, I will help you. Let’s make it work.”

I know the market situation, and I am sure John is not the only one. Bike shop owners just won’t say it. They are tough—they tell you it’s fine, and they try to fix it themselves. But it won’t just work out on its own.

John is in the U.S., but I’ve seen bike shops in Europe facing the exact same struggles. So I decided to help if someone else needs it too.

If you know a shop owner in trouble—or if you are one—reach out. Join the group. Let’s figure this out together.

We have our first working meeting next Friday, February 13.

I’ll meet with John, and we’ll start fixing this. And I’ll help others too.

That’s it. It’s that simple.

PS: Nobody trained bike shop owners to be businessmen. They’re mechanics, problem-solvers, passionate riders.

But without them, this industry crumbles. Especially when it comes to repairs and customer support.

If you can help in any way—with advice, connections, funding, or just spreading the word—get in touch. steve@ebikesteve.com