Pedals Bike Shop owner Jason Markley started the business as a passion project. After a successful career in whole-home audio at SpeakerCraft (another Riverside-based business), Jason decided to follow his true passion: bikes. "My love for bikes is why I started Pedals," Jason says. "Bikes represented freedom to me, and I wanted to share that with the Riverside community." Pedals was never intended to be a money-making venture; it was meant to be a sustainable business focused on serving the community, providing a fun workplace, and building lasting customer relationships.
For over a decade, Pedals achieved that goal. The shop became known for its meticulous attention to detail, deep love for the product, and unwavering customer service commitment. Whether selling a new bike, repairing a well-loved one, or simply offering advice, Jason and his team were always ready to help.
But despite its success and loyal customer base, Pedals Bike Shop is closing its doors. There are many reasons, and they reflect the broader challenges facing small, independent retail businesses today. Jason acknowledges the social and economic externalities that have made operating a small retail shop increasingly difficult. The COVID-19 pandemic initially brought a surge of new cyclists to the shop and accelerated a shift toward online shopping. "The same COVID that brought people to bikes made them reliant on Amazon," Jason notes. Online retailers' convenience and often lower prices have made it hard for brick-and-mortar stores like Pedals to compete. It would also be negligent to omit crime and homelessness as an economic factor that uniquely affects brick-and-mortar businesses.
Pedals became a part of Riverside's cycling culture, which has thrived thanks to the city's unique combination of trail-filled open spaces and relatively flat terrain in its central paved thoroughfares. Expansive low-traffic areas like Victoria Avenue, the Greenbelt, and the Santa Ana River Trail, spurred by a concerted effort by the city to create bike-friendly infrastructure, allowed both on and off-road cycling to thrive. Pedals was a beacon for those who love to ride in a city where cycling is more than a hobby.
Pedals was not just a business for Jason; it was a way to contribute to the community he loved. "My love for bikes is why I started Pedals. I hoped to grow old and be the community shop. The intent was never to get rich but to have a sustainable business focused on servicing Riverside. And to give myself and others a fun place to work," Jason reflects. The shop's move to Sunnyside in 2019 from its original location on Jurupa Avenue marked a new chapter, but the mission remained unchanged.
As the nature of retail has evolved, especially in the face of the COVID-19 pandemic and the rise of online shopping, Jason and his team have felt pressure to change consumer habits. Jason is not fleeing a sinking ship. The business is good, but the sentiment about the future is not as bright. "With the ever-changing climate in the brick-and-mortar space, it has become clear that the model changed from what the dream was intended to be," Jason explains.
Pedals will stay open for a short but indefinite time—weeks, not months." Once Pedals is closed, a few full-service bike shops will remain in Riverside. "Something to consider is if you like that little shop, let the world know, and even if it's a bit inconvenient, use them often for your purchases," Jason advises. Chances are they are passionate about their craft, and local knowledge will be missed when it's gone."
This story is not unique to Jason Markley, Riverside, or Bike Shops. I don't think it strays too far from my editorial ethics to say we should all support local businesses. If we buy what we can from businesses owned and staffed by our neighbors, we invest in the city's future. We can't complain about online retail and too many corporate chains and franchises if we fail to support the excellent local businesses that provide that same service. It's the same for coffee and cheeseburgers as it is for bicycles.
Jason Markley will be okay after Pedals is gone. He will return to his former career in high-end audio sales and remain in Riverside. He leaves with no bitterness, only gratitude. "Over the last 13 years, we have been very fortunate with some great customers, of which lots have become friendships that will continue forever." It's Riverside that's going to be missing something. If you see Jason around town or on the trails, thank him for investing time in the city's cycling culture. Jason asked me to close the article with a charge to all of you to "KEEP RIDING YOUR BIKES!"
