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Back in the 80’s when I worked in bike shops, it was a real novelty to have a woman working in a bike shop, especially as a mechanic.  But even just the presence of one woman employee on the sales floor made a huge difference in sales of bikes and accessories to women customers.

Talking with our contacts in the industry, the shop itself is their biggest challenge in selling bikes and creating an environment that’s not intimidating. It’s like walking into a club house at some shops. I don’t know exactly how to change that—is it with concept stores? Better training? My guess is better margins so employees can get paid more and are more motivated by customer service.

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