Running a BMX Shop during the pandemic: Soulcycle (NED)

Jan 08, 2021

Written by Bart de Jong

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Shop name: Soulcycle BMX Shop
Location: Amsterdam, Netherlands
Years in business: Rollin’ since 99
Best year yet: 2020 (Best vibes in the store, Amsterdams scene is tight)
Worst year yet: 2021 (Haven’t been able to open our doors yet because of the current Dutch lockdown).

What were your first thoughts on Covid-19 when it hit?
Emile Bouwman: The end is near.

Did you take any action from the start or were you thinking this would be over in a few weeks?

Emile Bouwman: Personally I thought it would be over in a few weeks but for the time being we set some rules to keep our customers and ourselves safe.

Now, being in this situation for many months, how did you manage to keep your business rolling?
Emile Bouwman: Despite the rona, people found their way to the store. For example: locals come to our

store on a daily base for small parts and repairs and we had a lot of old riders who picked up their bike again after years. Besides that I got the feeling people start to know about BMX, as I see new faces in our store every day. Right now our main goal is to keep people motivated to ride.

The supply chain has also suffered. Has it been a challenge getting the bikes/product in stock that you needed for your customers?
Emile Bouwman: Well, at some point we were even out of innertubes, that never happened before. Luckily we have plenty now.

Have you been able to keep your shop open all this time?
Emile Bouwman: Unfortunatly not, by the end of 2020 we had to close our doors during the time of the lockdown, that goes till the 19th of January. The online business is still going and we’re still open on appointment for bike repairs. We do deliver bikes in and around Amsterdam too!

If so, what are measures you had to take to keep the door open?
Emile Bouwman: Before the lockdown people had to wear a mask in the store and keep 1,5m distance from the staff.

Have internet sales/mail-order sales made up for loss of shop sales?
Emile Bouwman: It’s kind of steady I think.

During the pandemic has it been difficult to organize local events to support the local scene and get the customers in the shop?
Emile Bouwman: Yes it’s difficult but not impossible. Right now our main goal is to keep people motivated to ride and give them something to work with so we’re doing some little instagram contests/giveaways. At the moment we have the #onthewallchallenge where people have to give their best wallride to win a Vans carepackage. Vans came up with the “Vans the Circle” an online video contest between shops in Europe, luckily this was possible despite the Covid-19 and it’s rules.

What mouth masks do you sell?
Emile Bouwman: Soulcycle facemasks

What are the plans for the shop for the coming months?
Emile Bouwman: While waiting for the summer, keeping people motivated to ride!

Thanks to?
Emile Bouwman: Everyone that supports Soulcycle and is down with BMX, if times are better and you’re around, come to our store for a coffee!

Your website: www.soulcycle.com