In the heart of Chicago’s Bucktown neighborhood, a small bike shop with a big personality is pedaling its way into the hearts of cycling enthusiasts. Welcome to BFF Bikes. Store owner Gillian Forsyth is a former corporate accountant who found herself at a crossroads when she was laid off because of downsizing at her former workplace. Instead of letting a setback derail her, Gillian took the opportunity to shift gears and try something new.
“It was a lot of work and a lot of hours. I absolutely do not miss the corporate life. I think it was just soul sucking. It just seemed like I was working around the clock for everybody but me,” Gillian recalled.
Today, BFF Bikes is making new friends and taking care of old ones who love to ride.
“BFF stands for Best Friends Forever,” said Gillian. “You buy your bike and you’re best friends with the bike.”
Gillian says she is confident that her life experiences from her corporate career will serve her well in running her own business for years to come.
History
“My retail experience prior to BFF Bikes was probably limited to my first job at Sears when I was 16,” said Gillian. “I was confident because I felt like I’d been through a lot in my career. Also, the old owner of the shop made it very easy for me for this to become successful. She did a really nice job transitioning it to me.”
BFF Bikes prides itself in being a unique type of retailer with a focus on women who ride and an all-female staff. That said, the store seems to go out of its way to help all customers with an interest in life on two wheels.
“People come here because they know that they can get all the answers they need and we do a lot of business with entry level bikes,”Gillian stated. “We have a great selection, and I think customers know that they’re going to walk out with the bike that’s best for them.”
BFF Bikes carries bicycles for all levels of riders from those wanting to purchase their first bike to experienced riders looking for the next
road-worthy gem. The store carries industry-leading brands such as Liv, Giant, Kinderfeets and Bianchi. It also sells a wide range of bike and riding accessories including bottles, bags, clothing, and bike racks.
Customers
“I think it’s a lot about trust, explained Gillian. “We project a trustworthy feel, and I think people like coming here because they can trust us to sell them the bike that they are looking for and and we’re not going to let them walk out that door with a bike that is not good for them, just to sell a bike. That is not what we’re all about. They get their questions answered, and they learn all they really need to know about buying a bike.”
The customer experience for BFF Bikes transcends the transactional and extends to the journey. The riding experience is an integral chain of the culture at BFF Bikes. The store offers free fix-a-flat clinics and Sunday morning group rides.
Gillian says she understands that buying a new bike, especially online or at a big box retailer can be overwhelming and perhaps intimidating. She also knows BFF Bikes has built a strong foundation of trust as a neighborhood fixture of more than 10 years.
“It’s not just about leaving our shop with a new bike and goodbye,” explains Gillian. “It’s about having new customers come to our Sunday morning rides, and we show them how to navigate the streets of Chicago as a group.”
People should know
“I’d like the people of Illinois to know that retail is pretty hard,” Gillian shared. “Maybe it’s just a bike business, and you’re not going to make a ton of money doing it, but it’s very rewarding. Every decision that is made affects our taxes, our minimum wage and things like that. Think about what happens in small business, when they have a small margin and
think about what that might do to that small business.”
Advice for success
Gillian acknowledges that running this retail gem is not easy, but stresses she would not have it any other way. For anyone considering a career in retail she recommended tracking down professionals who are in your line of business and reaching out and befriending them. She offers 2 pieces of guidance for anyone thinking of getting into a retail business.
“Find your tribe of retailers who can help you get through some of the rough spots that you can talk to and join your (industry) association because those people are invaluable,” Gillian stressed.
Gillian’s passion to ride is obvious when you meet her.
“I love riding bikes because it just gives me an escape,” Gillian said with a wide smile. “I get out for a couple hours and just ride my bike and kind of either think or not think.”
Customers trust Gillian and BFF Bikes because they seem to feel her dedication inside the store and on the open road.
“The fact of the matter is that if you’ve never ridden a bike before it can be pretty daunting as an adult,” says Gillian. “ I’ve had people who have come in here after I’ve sold them a bike and they’ve said, ‘You’ve changed my life.’ I’m helping my customers get that sense of freedom that bikes provide.”