The goal is simple: To help people spend time outdoors and enjoy cycling. At Providence Bicycle, the ride on the business side of that endeavor is a bit more challenging for owners Mark Rubenstein and Barak Haldorsen, but the two have managed to not only survive a year more difficult than most, but to also expand their company by adding a new Warwick location.
The road to success in the cycling industry for the pair began about 15 years ago, when Haldorsen was looking for a business. He was a young man trying to make a living. Having worked with bicycles in local shops, he decided to stick with what he knew and start his own bike shop.
Shortly after his friend, Mark Rubenstein, joined him. Rubenstein is not a cycling addict, but has always had a passion for mechanical things. And since he too was interested in owning a business, he united with Haldorsen.
Their Branch Avenue building, once a mill, has a worn in, welcoming atmosphere. The door to the building is not sparkling clean, crying for customers. Instead, signed and stickered, it radiates the staff’s passion for what they do. Talk with a few staff members, and it’s easy to leave convinced that you can actually bike up a mountain the next time you’re in New Hampshire.
Rubenstein says his staff’s approach with customers is simple: “Try and figure out what people want to experience and help them.” He believes that the company’s knowledge and customer service have been keys to its success.
Providence Bicycle opened its new shop along the Lambert Lind Highway in Warwick earlier this year, after leasing the smaller, approximately 4,500-square-foot store for two years.
When asked how he feels about expanding in such an unsteady economy, Rubenstein replied, “There’s always risk,” a smile edging onto his face.
Last year was more difficult than most for the company. But so far, 2010 has been a good one for the business and the Rhode Island bike industry as a whole, the owners said.
Rubenstein and Haldorsen see the move to Warwick as a chance to win new customers and give the company more of a statewide presence.
Both store locations have built-in service departments offering most everything from quick repairs and tune-ups to complete bike overhauls. The team has also worked out a precise measurement system to ensure that each bike fits that customer.
Part of what has expanded their client base is that the Providence Bicycle team realizes that not everyone is a triathlete, nor should they be. The shops carry more than 20 brands of equipment for different levels of intensity, with bikes ranging from $300 to about $9,000. They even offer small bikes designed to help kids get their balance.
Bike accessories from clothing and helmets to racks and rollers are available. A greater variety of accessories is available at the larger Providence store and is also available online. The website, providencecycling.com, also offers a host of services, along with cycling news and tips and encouragement for riders.
On the site you’ll also find the company’s top 10 reasons to ride rather than drive. The list includes mostly humorous encouragement, including: “You get ultra-cool tan lines” and “You find cool, free stuff on the side of the road.”
But the list also reminds riders of the many health benefits of cycling, such as, “Bicycling is a Fountain of Youth!”
“You feel younger and actually get more years out of your muscles, joints and organs. … Like few other sports, it keeps you fit and young with very little risk of injury.”
The company also runs Providence Fitness Service out of the Branch Avenue location. The subsidiary works in association with Providence Bicycle but services fitness equipment in gyms and institutions. They do a great deal of warrantee service work for major fitness manufacturers at commercial sites as well as in homes.
Providence Bicycle is a partial sponsor of the Brown Cycling Club. Ride ‘Round Rhody is their biggest event. Partnering with LIFEcycle Inc., the company dedicates a lot of time raising funds for the community. A bike-a-thon on Aug. 22 in Wakefield raised money for local cancer treatment.
As for running the business itself, Rubenstein takes little credit, calling it a team effort.
“We’ve learned a lot about operating a business and have developed the personnel … to expand and grow,” he said. “Without our excellent staff … we wouldn’t be able to do it.” •?COMPANY PROFILE
Providence Bicycle
OWNERS: Mark Rubenstein and Barak Haldorsen
TYPE OF BUSINESS: Bicycle and accessories sales and service
LOCATIONS: 725 Branch Ave., Providence; 150 Lambert Lind Highway, Warwick
EMPLOYEES: 15
YEAR ESTABLISHED: 1994
ANNUAL SALES: WND
