Five years after opening his first cycling store, former pro cyclist John O’Connor decided to give his self-titled Cape Town retail outlet a facelift by not only relocating but also changing the entire look.
After 15 years of cycling retail experience and many years of professional cycling, O’Connor opened his first cycle store in 2009.
“My passion lies in bike retail so I thought I would try and open a shop of my own.
“I did it on a small budget and it grew from there to bring me to the position I am in now – to open a bigger store in a more upmarket environment.”
After months of consideration, O’Connor’s premium cycling store opened the doors of its elegant new home in Mouille Point in November last year.
His old building was being redeveloped and construction in the area resulted in inconvenience and parking constraints for customers, which reinforced his decision to move on.
“The time was right to move to a slightly bigger shop. There is better parking where we are now.
“It’s a newer building and it’s just a better spot for us,” he said.
Although a mere stone’s throw from the old spot, the new store (on the corner of Rothesay Place and Bay Road) has become a bit of an upmarket haven for cycling enthusiasts.
After scoping out the retail scene while visiting his parents in London, O’Connor decided it was time to redesign the shop – from branding to store set-up.
“It’s a whole new look so we had a lot of interest from our existing clientele and a lot of people coming to look at the store,” he said.
Despite wanting to move to a more upmarket space, O’Connor didn’t want to alienate his clients, so he chose a high-end store with a down-to-earth energy.
“Basically what I wanted to do was create more of a retail experience. A lot of bike shops don’t give attention to detail when it comes to the customer experience, and that’s what I want to create.”
One of the main adjustments and the focal point is a larger workshop that runs along the length of the establishment, allowing customers to interact with the mechanics.
“They can stand on the other side of the counter, see their bikes being brought in and interact with the workshop guys. It forces you to keep a clean, neat and upmarket workshop because it is in the public eye.”
Apart from superior parking facilities, another drawcard for customers is the location at the sea away from the city hustle and bustle.
“Think of someone who wants to buy a R40 tube and has to drive around for parking for 20 minutes. When he gets inside he’s frustrated and when he gets outside he gets charged R8 for parking.
“The convenience factor that we offer is unparalleled. Customers must want to be in the store, and that is the atmosphere I’m trying to create.”
When he opened his first shop, O’Connor primarily focused on the oft neglected roadie market.
“I wanted to cater a little bit more for them because eighty per cent of the bike trade is for mountain bikers.
“As a road rider myself, I wanted to create an environment where they can come and get their knowledge, get their products,” he said.
These days he caters for both disciplines, stocking high-end brands such as Giant, Cannondale, Pinarello and Bianchi.
“Our workshop has excellent mountain bike mechanics. So we’ve got the best of both worlds.”
He says his cycling background helped prepare him for this chapter of his life.
“I raced at a high level when I was young and I have continued to race at a national level. From a knowledge point of view I can definitely pass that experience to clients.
“A lot of people come to you for advice, and if they know that you can ride they will take your advice easier than if you were a non-cyclist.”
Although cycling retail is competitive business, O’Connor hopes to grow the store to become one of the leading brands in the country.
“My passion is cycling. It is my sport. For me to be able to work and make a living off my passion is a dream come true.
“I have a great team around me and we all love what we do.”
Put them to the test from 9am to 6pm on weekdays and from 9am to 1pm on Saturdays.
Alternatively, go to their virtual office at www.joccycles.co.za or call them on 021 434 7741.
