Bike consumers save most cash at mega-store

Bicycle shops are gearing up for the holiday shopping season and stocking up with new 2001-model bikes and accessories and comparing a dozen bicycle accessories at three shops located around Cal State Long Beach shows one shop edges slightly ahead of the rest in overall prices.

Many accessories such as speedometers, bike lights, and tire levers reflect a price difference of $1 between each of the three stores: Jones Bicycles located on Second Street, Sport Chalet, located in the Long Beach Towne Center off of Carson Street, and Jax Bicycle Center on the corner of Bellflower Boulevard and Spring Street.

For instance, tools used by cyclists to change a flat tire, called tire levers, sell for $2.99 at Jones, while both Sport Chalet and Jax sell them for $3.99. On the other hand, Jones sells water bottles for approximately $1 more than the other two shops.

Adding the prices on matching accessories from each shop shows Jones with a total amount of $133.42, fairing $2.20 better in overall price than Jax, $135.62, and fairing 48 cents better in overall price than Sport Chalet, $133.90. Prices were gathered the week of Nov. 17 through Nov. 24.

The difference in prices widened by $3 between shops on some products but then broke even again after comparing additional accessories. An 8-ounce bottle of Slime, a green liquid used to seal holes in punctured tires, sells for only $5.99 at Sport Chalet, $3 less than Jones, $8.99 and $1 less than Jax, $6.99. Conversely, Jones's mini-seat packs, $9.99, sell for $3 less than Sport Chalet, $12.99, and $1 less than Jax, $10.99. Mini-seat packs attach under the bike seat and can be used to carry small tools for repairing flat tires.

Each shop carries a different selection of name-brand bikes.  One entry-level mountain bike was compared from each shop and included Giant's Rencon se, $300, at Jones, the Raleigh M-40, $319, at Sport Chalet, and the Schwinn Mesa, $329, at Jax.

"Around that price range, most of the bike companies use the same type of componentry," said Performance Bike Shop sales assistant John Lopez.

Any variation that does exist in design or components is reflected in the price difference between the bikes selected for this comparison, and is considered an improvement depending on what type of riding you do.

For instance, the Schwinn Mesa offers a replaceable derailleur hanger. The rear derailleur is part of the gears on the back wheel that juts out, making it vulnerable to damage if the bike is ridden over rough terrain and crash, Lopez' boss, John Blunt, says. However, this feature may not be necessary the bike is ridden around town, he said.

Bikes are usually not marked up above the list price said Jose De La Trinidad, a sales assistant with Pat's Cyclery.

"Basically, we're not like any other retail store, where you come in and there's prices higher and you can go to another store and get it cheaper," he says. "We all keep the same budget. We're all handed this price list and that's what we go by."

Instead, bike shops make most of their profits by servicing bikes, he says.

"That's the way we make business," De La Trinidad says. "There's a lot of things to be done with a bike after you buy it, like truing wheels,"

Servicing may include a basic tune up consisting of adjustments to items such as chains and brakes, or a wheel alignment, which bike shops refer to as truing the wheels of the bike. Truing wheels removes wobbles, which may develop after hitting a pothole or other hard surface while riding.

Bike shops offer incentives to customers who purchase bikes with them. Customers receive half off on tune-ups at Jones, regularly priced at $35, and a lifetime service guarantee, which includes basic adjustments to a bike's wheels, brakes, chains and other parts.
"It's a neighborhood shop," customer Robert Schuttenhelm says. "To me it's the best bicycle shop on the planet. You get a Jones sticker on your bike, and you drop it off anytime you want, and it'll be done in two or three days. It'll be perfectly tuned, perfectly adjusted."

Jax offers a year of free tune-ups, normally priced at $39.99, and a year of free service to customers purchasing their bikes here. One long-time customer, Eddie Sandoval, raced on the Jax bike team when he was younger, and now brings his sons' bikes in for servicing.

"They're the best," Sandoval says. "I got my boys racing now."

Several of the dozen or so sales assistants compete in professional or collegiate racing and are true experts in bicycling, including CSULB bike team member Alex Cruz.

Sport Chalet offers customers who purchase its bikes one free tune-up, normally $35, in the first six months, and they have over 20 locations in Southern California to serve as long as the receipt is kept. Employee Jerry Castorena says that if customers buy a part for their bike from the store, such as a kickstand, he will put it on for free.

Customer Lauren Devink purchased her helmet at Sport Chalet and likes the convenience of shopping in one super store.

"It has a lot of variety," Devink says. "You can go from helmets to fitness and things like that."

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