Power World buys Full Circle Cyclery to diversify motorsports business
March 19, 2018
Joe Kelley, owner of Power World, always envisioned his business being about more than dirt bikes and snowmobiles. And now it is.
The Granby-based motorsports retailer recently purchased Full Circle Cyclery from owners VJ and Sue Valente, and will be relocating the shop from its current small building nestled on Highway 40 to inside Power World sometime next month.
"I've known VJ and Sue for a lot of years," said Kelley. "VJ created a great little community business that kept getting busier and busier, and he was at an age and time that he wanted to take it a little easier. So it just made sense to me that there was a good demand for it, and we could grab that here and kind of continue his tradition of great community spirit, and make it bigger too."
For Kelley, the addition of the bike shop, deemed Power World's Full Circle Cyclery, is an opportunity to diversify the business by offering products and services outside of the motorsports industry.
The full-service shop will be on the top floor of Power World, and will offer the same brands it did under the Valentes, including Norco and Fuji. Kelley said the shop would stock bikes for kids and adults, with prices ranging from about $300 to $5,000 on the higher end.
While a move into bicycles may seem like a big divergence for the company, Kelley believes his customer base will respond well to the addition.
"I like the idea of an empower world," said Kelley. "We really want to empower people to get out and do something physical here, whether that's on a dirt bike that you're riding with a throttle, or that's on a bicycle that you're peddling.
"The people who want to be on bicycles are often times wanting to get the same kind of endorphin and energy rush that the guys on the dirt bikes are. So we're just giving them both options. All we're doing is providing another product that 70 percent of our dirt bike customers are already into. So it's not as big a jump as maybe a traditional motorized vs. non-motorized vision would make it."
The move isn't all about offering diversity, however. Kelley said that the addition of the bike shop is just one step Power World is taking towards becoming a community hub, where customers can gather to hang out, drink coffee and chat about their favorite hobbies.
Kelley emphasized that he wants his store to attract people to the Grand County lifestyle, offering bike tours out of the shop and advice on the best places to recreate around the county.
"I want to go from a commodity to a relational business," he said. "We want to make sure people know they can come here to find out everything from where the great places to pick up a house on a trail is, to what the best riding areas are, to where they want to stay away from if they're taking their friends who are new to riding. And so we want people to pull in here. Really what we want to have is a place for people to gather and feel a sense of community."
Kelley said the shop is semi-operation already, and that they've already begun selling bikes and doing work on others. A grand opening is tentatively scheduled for April 7, but Kelley said the shop would officially open in April no matter what.