For 15 years, Bethany Cycle and Fitness has been prospering along Route 26 at their shopping center location. But owner Alton Jones has his sights on the store’s reopening this spring, when they move into the Tropicana Sun building, which was formerly Happy Harry’s and is currently undergoing renovations.
The new location, a Joseph C. Raskauskas property, is set to open on April 1. Interior construction is being completed to divide the commercial property into two stores. One half will remain Tropicana Sun, while the other will give Bethany Cycle and Fitness a chance to stretch their business.
Jones said he recognized an opportunity when he saw it. “I pursued it, and spoke with Raskauskas,” he said. “I saw they were going out of business, and figured it’d be a great chance to expand. We’re pretty packed in here.”
Once at the new location, the bike shop will double its floor space, whereupon Jones said he plans to take full advantage.
“We’ll be expanding into more outdoors stuff,” he said, including water sports and new clothing lines. “We’ll have kayaks, canoes, Columbia clothing and Under Armor. We’ll have a larger space for display, and we’re going to have more room in the back for service and inventory.”
He added that he doesn’t want to steer away from the merchandise that he’s been providing the area with since 1992. “We’re a full-line shop,” Jones said of their current store. From road bikes to mountain bikes, beach cruisers to BMX’s, Bethany Cycle and Fitness houses something for every cyclist. The store offers maintenance and bike rentals, as well. “We basically carry every imaginable accessory for bikes, too,” he added.
Helmets, locks, lights, kickstands, seats and eyewear are just a few of the items Jones’ store provides. He said customers range from all ages and experience levels. The prices of the bikes appeal to anyone, as well, running from $99 all the way up to $7,000.
Jones said one of his goals with his store is to maintain relationships with his clientele. “We see a lot of repeat customers, and we always take good care of them,” Jones said. “We’ve always been very service-oriented. The main thing we want to do is get people in the right bike. If they get the right bike, they’re going to ride it and enjoy it. If they’re in the wrong bike, it’s just going to sit in the garage.”
Jones added that the expansion to more water sports will hopefully draw in a larger spectrum of customers, too. “There’s a lot of kayaking here, with the inland waterways, and also with the ocean.” Accesses along the western side of Route 1 between South Bethany and Fenwick, he noted, provide exceptional spots for the sport. “They’re a great area to kayak in,” he said. “It’s a tough water to boat in, but people really like to kayak there, since it’s not so deep.”
As with many businesses in the area, the summer months bring Jones the most profit. “June through September is the busiest time of the year for us,” he said. “The main thing with the new store is to be in before Easter. That weekend is huge down here.”
The shop has been a work-in-progress since it first opened. “I started it from scratch,” he said. “My best friend owned Salisbury Schwinn, and he got me turned on to the whole thing and helped me get started.” And business took off from there. Profits have improved with each year since the Bethany shop first began.
Since he started his cycling retail career, Jones has opened two other bike shops. His was the first company to sign a lease in Sea Colony’s Marketplace, and his Rehoboth location beside Webster’s Furniture will celebrate two years of business this month.
Jones said he anticipates a hectic move leading up to the relocation, but couldn’t be more excited. “Our target date looks real good right now,” he said. “It’ll take some [work], but we have a lot of friends who have offered to help move and get set up. They’re ahead of schedule on the renovation, so we shouldn’t have trouble hitting the April 1 deadline.”