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How a Local Bike Shop Beat Online Retailers with a Lifetime Tune-Up
In Boulder, Colorado, Boulder Cycle was losing customers to online bike retailers until owner Jenna Torres gambled on a radical idea: raise prices 15% and include a free lifetime tune-up with every bike purchase. That single decision transformed her shop into a destination for cyclists who valued service over price. This episode breaks down the economics of the gamble, how the tune-up program built a loyal community that boosted accessory sales and referrals, and why the shop now turns a profit while Amazon's bike sales struggle with returns. We also look at the revenue breakdown — the…
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