Our Honest Take: Why We’re Moving On From Surly

Key Points

• Surly Experiment: The shop began selling Surly bikes in spring 2023 to address the lack of gravel bikes in their inventory.
• Models Introduced: The shop received several Surly models, including:
  • Preamble
  • Midnight Special
  • Bridge Club
  • Ogre

Challenges Faced

• Low Turnover Rates: Surly bikes had significantly lower turnover rates compared to used bikes, taking about 15 months to sell, whereas used bikes turned over every 4 months.
• Profit Margins: Selling new bikes like Surly resulted in lower profit margins due to higher upfront costs and slower sales compared to used bikes.
• Inventory Issues: The shop faced challenges with inventory management, as they had to pay full retail prices while competitors offered discounts, impacting their profitability.
• Customer Demographics: The shop's primary customer base preferred pre-loved bikes and were unfamiliar with the Surly brand, which is seen as more niche.

Business Decision

The speaker decided to stop stocking Surly bikes and will only order them upon request, as it makes more financial sense to focus on used bikes.

Personal Sentiment

Despite the business decision, the speaker expresses a continued love for the Surly brand and intends to ride their bikes personally.

Additional Offer

The speaker offers a free "21 question bike health assessment" linked in the description for viewers interested in evaluating their bike business health.

Notable Locations/Products

• Surly Models: Preamble, Midnight Special, Bridge Club, Ogre
• Parent Company: Quality Bicycle Products

This video serves as a reflection on the realities of operating a bike shop in a challenging market and emphasizes the advantages of focusing on used bike sales.