HISTORY
In December, 2003, Dan and his business partner in Xpect.it!, Inc, created a “Doing Business As” entity known as Xtreme Rider Motorcycle Leather and Accessories.
It opened for business on a very cold January day in 2004, to welcome a charity ride to our store. Our 12 x 15 ft store offered a modest selection of motor clothing, boots, and accessories organized in moveable shipping crates.
As groups and individuals found the store, it became obvious that expanding was a necessity. A few short weeks later Dan and his business partner, Kim, made their first move to a nearby store with about 800 sq ft.
Building inventory and keeping the store stocked was a priority, as it became apparent that motorcyclist liked what we had to offer and they kept us very busy on Saturdays and Sundays.
The store developed a steady stream of repeat customers. More and more new customers were finding us through word of mouth and some target marketing.
In or around 2007, a property became available for sale that was perfect. A little negotiation with property owners and a bank placed us in a renovated 2800 sq ft building, complete with its own parking lot.
Customers were creating a destination ride out of our store with motorcyclists coming from a couple hundred miles away. In an effort to capitalize on this, we looked for ways to bring them back and to stay longer.
Music, food, and adult beverages seemed to be the answer. We started with a drink cooler and a stage with regularly scheduled music. It became obvious this was working, so we checked out a couple of similar places and we quickly added an outdoor entertainment area and a food truck. A popular biker saying is “Live to Ride, Ride to Eat” and we are proof it’s true.
As a small independent biker leather store, we knew in order to continue to be successful, we had to step back a moment and analyze what made this all work. Involvement in the biker community through fund raising rides, knowledge of what gear was needed and why, and providing customer service. Making sure our customers were smiling when they left became a priority. Listening to what our customer base wanted and following through with commitments was the key.
We have, over the years, been graced with visits from many well known personalities. We have been the subject of numerous magazine articles and even had a TV feature on a biker show.
Our customer base is aging and the demographics show a change in who is riding and what they are riding. Keeping up with the direction we are going will require a younger, more diverse team to make decisions and get it right.
As much as things change, keeping it fresh, fun, and exciting will keep us in the game.
