This month, we're shining a spotlight on Broken Spoke Bike Studio as our 'Reid Retailer of the Month'! Starting in a garage back in 2010, this passion project has grown into a four-location powerhouse in and around Green Bay, Wisconsin. Their philosophy? Simple: "more butts on bikes."
We sat down with the team at Broken Spoke to talk about their journey, their passion for cycling, and what makes the partnership with Reid so valuable.
Tell us a bit about Broken Spoke Bike Studio & the people behind your stores. How did it start out & where are you now?
Broken Spoke started in June 2010 in my garage. I started by buying and selling used bikes. Over the years I've been able to have talented mechanics and strong sales people working with me to help build Broken Spoke into four locations in Green Bay and the surrounding areas.
What role does cycling play in your personal lives & the overall philosophy of your business?
Cycling has always been a passion of mine. I started out riding BMX bikes and building trails in my hometown with my friends. It's always been a way for me to connect and build community. The philosophy at the shop is more butts on bikes. We want people to get out and explore and have fun riding.
Are there any specific initiatives or events that Broken Spoke has held that you are particularly proud of?
Yes, we host a fat bike race series called Snow Crown every winter. It started out as individual races and has developed into a race series. This year we expanded and held our first summer 24 hour mountain bike race, Refo24, at the Reforestation Camp in Brown County, WI
You recently worked with a local photographer to get some awesome content of your Reid bikes, tell us a bit about that & the bike involved!
We actually sold Chris, the photograher, a Reid mountain bike. He loved his first Reid bike so much he bought a Reid fat bike. He took some personal photos of his bikes and put them on his page Chicken or The Egg Photography. Reid then reached out, and we set him up doing some photography of the new Let's Moto eBike!
What has made your partnership with Reid a valuable one for your stores & customers?
The price point of a Reid bike is great and provides customers with a quality bike. They speak to so many customers that walk through our door. There are options for the daily commuter, the trail rider, or the person who wants some extra assist with the e-bike option.
Which Reid bike, particularly from our new 2025 range, has captured the attention of your customers recently, and why do you think it’s been such a hit?
The Quest 1 and 2 have been popular. It speaks to all generations. It's a fun and user friendly bike.
For anyone inspired to get into cycling, what advice would you give them?
Keep it fun! Find a group/community to share your passion with.