Starting a retail business is always a leap of faith, but making that move at 49 takes a special kind of confidence. Jeff knew this when he walked away from a stable advertising career to follow his true passion – cycling.
Though many told him it was a bad idea – some even called it suicidal.
Yet, to Jeff, the bigger risk was spending his life doing something that didn’t bring him joy. With his wife’s support, they took a leap of faith, investing their life savings into building something unique: The Bike Artisans.
A Vision for Quality and Craftsmanship
When Jeff envisioned The Bike Artisans, he knew it wouldn’t be just another bicycle shop in Malaysia. He wanted to create a space where cycling enthusiasts could find handcrafted, custom bikes – machines built with precision, passion, and personality.
“Cycling has always been about the journey,” Jeff says. “And I wanted that same philosophy to apply to the bikes we offer – something that tells a story, something built to last.”
Instead of stocking mass-produced models, The Bike Artisans introduced brands like Passoni and Dario Pegoretti, known for their exquisite craftsmanship and high-performance frames. These bikes don’t come cheap, starting at RM10,000 but Jeff believed that quality speaks for itself.
Investing in a Niche Market
Unlike mainstream bicycle shops, The Bike Artisans focused on a very specific clientele – serious cyclists who understood the value of craftsmanship. The store didn’t just sell bikes; it curated an experience.
Instead of competing on price, Jeff positioned his business as the go-to destination for custom bikes, offering a level of exclusivity that general retailers couldn’t match.
However, that meant investing heavily in stock, ensuring that customers could get their dream bike without months of waiting.
Despite the common misconception that premium businesses are highly profitable, Jeff emphasises that margins in the bicycle shop industry aren’t as high as they seem.
So, what’s the real challenge of running a niche business – and is it worth the risk?
The Challenge of Running a Retail Business
Owning a business might seem glamorous, but the day-to-day reality is far from easy. For nearly a decade, Jeff and his team have been running The Bike Artisans seven days a week, all while facing the constant demands of entrepreneurship.
Their journey started in 2016 with their first store in Asian Heritage Row. Drawn to its retro charm, Jeff loved the contrast of selling high-end bikes in a vintage shop lot. But as the business grew, they noticed a shift.
They were losing customers, especially those who were based in Shah Alam. That’s when expanding became a necessity.
Just two years ago, they actively started exploring new locations outside KL. Then came the perfect opportunity – Sime Darby invited them to open a store in Elmina Lakeside Mall.
It was the perfect match: the right location, the right crowd, and the right time to grow The Bike Artisans into a two-outlet brand.
But growth doesn’t come easy.
“There’s this idea that if you own a business, you must be making a lot of money,” Jeff shares. “But the truth is, the business is open every single day, and that takes a lot of effort. The margins aren’t as high as people think, and we’re here working hard just like everyone else.”
Building a Business on Service and Relationships
One of the key differentiators of The Bike Artisans is its commitment to customer service. In an industry where customers don’t buy frequently, Jeff understands that long-term relationships matter more than quick sales.
“We don’t hard-sell our bikes.
If a customer is ready to upgrade, they will.
What matters to us is building trust, offering advice,
and creating a space where cyclists feel at home.”
From remembering customers’ names to taking the time to understand their cycling needs, The Bike Artisans prioritises a personalised experience. This customer-first approach has not only helped retain loyal customers but also fostered a strong cycling community around the store.
The ManRide Uncharted: Cycling for a Cause
Beyond running a business, Jeff is deeply committed to using cycling as a force for good. One of the initiatives closest to his heart is The ManRide Uncharted, an annual 200km cycling event aimed at raising awareness about men’s mental health.
“Cycling is a mental game, and it mirrors life in so many ways. We’ve lost so many great people, like Robin Williams, to mental illness. It’s an issue that isn’t talked about enough,” Jeff shares.
Each year, over 200 cyclists take part in the ride, creating a space where men can open up, support each other, and break the stigma around mental health.
For Jeff, this event is a testament to the power of cycling, that it’s not just a sport but a means of connection and healing.
No Plans to Retire Anytime Soon
Despite running two successful stores, Jeff has no plans of slowing down.
When people ask him when he plans to retire, his answer is simple: “If you love what you do, why would you stop?”
Every day, he wakes up excited to step into his store, surrounded by beautifully crafted bicycles and a community of like-minded enthusiasts. While the demands of running a business have taken away some of his personal cycling time, he hopes to change that in the future.
Recent Comments