The bell above your door still jingles—but fewer customers are walking through it. They're researching online, comparing prices against direct-to-consumer brands that never touch a wrench, and buying from shops they found on the first page of search results. If your shop isn't visible there, you aren't losing to better retailers. You're losing to better-marketed ones.
Wheels in Motion is the digital marketing playbook for independent bike shop owners who need to sell high-margin e-bikes, keep service bays booked solid, and stop watching online competitors skim their best customers.
Garrett Briggs maps the industry's structural shift—e-bikes going mainstream, dealer margins compressing, riders discovering brands on their phones long before they visit a store—and shows you how to respond with strategy instead of reacting with scattered tactics and margin-killing discounts.
Inside, you'll build a complete growth system around three engines: search visibility that brings strangers in, reputation that converts them, and retention that turns one-time buyers into repeat customers and vocal advocates. You'll learn to speak to five distinct rider segments—from car commuters eyeing their first e-bike to KOM-chasing performance riders—instead of broadcasting one message that convinces no one.
The e-bike guidance alone may be worth the cover price: how range anxiety, battery-care questions, and local riding regulations become trust-building sales tools, why regulatory competence is a competitive advantage, and how to sidestep the service bottlenecks that sink shops rushing into electric inventory unprepared.
Then comes execution. Claim and optimize your Google Business Profile so "bike repair near me" finds you first. Build a systematic review engine instead of hoping for word of mouth. Launch a Strava club that turns committed local cyclists into a community and a lead source, using challenges, group rides, and precisely targeted ads. Run paid campaigns with disciplined budgets, negative keywords, behavioral retargeting that recovers cart abandoners and lost service inquiries, and conversion tracking that ignores vanity clicks. Nail local SEO fundamentals: citation consistency, mobile page speed, and location-specific content that earns backlinks honestly.
You also get the frameworks most marketing books skip: an implementation priority matrix that sequences quick wins before big investments, a sixty/twenty-five/fifteen content mix that educates without fatiguing your audience, a testing-scaling-optimization structure for ad budgets, and candid failure-point breakdowns showing exactly where shop owners stall—and the recovery move for each.
Composite case studies keep it grounded: a Strava club growing from 45 to 320 members whose members purchased at four times the rate of ordinary visitors; a local SEO overhaul that landed a shop on page one for twelve of fifteen tracked keywords, grew organic traffic 180 percent, and paid back its time investment in roughly four months; a twenty-dollar-a-day ad campaign returning seventeen-to-one on spend.
Every chapter closes with a concrete this-week assignment—small, sequenced actions designed for owners running a business while they build one.
Your competitors are already mapping this landscape. Stop reacting. Start building the system that makes your shop impossible to overlook.
Scroll up and grab your copy today.