If there’s something that ad man Deon Kruger understands, it’s that when it comes to selling a product the principle of “go big or go home” applies.
So when the Johannesburg agency boss decided to open his very own Cycle Lab franchise in April last year, he knew he had to make an impact.
After doing the research, the lifelong entrepreneur chose Somerset West as his destination.
“I love starting new businesses and I’ve been obsessed with cycling ever since I got on my first bike. So, it did not take long for me to realise that I wanted to own a bike shop,” says Kruger.
“Research showed that the Winelands region had real potential so I just went for it.
“But I knew that, for anyone to take us seriously, we would need to go big as there are already well established bike shops in the area.”
And go big he did, creating the largest cycle store in the Cape Winelands in the process. The 430m2 shop includes a workshop and 300m2 of retail space.
Staffed by a team of eight, Cycle Lab Winelands now offers riders the services of three in-house mechanics and a dedicated sales team.
“I believe we have one of the best head mechanics in the country and a very competent sales team,” says Kruger.
“We offer full bike servicing and maintenance packages. Our sales staff are all trained on the Ergo Fit bike set-up programme, developed by Jeroen Swart.”
With the area offering ideal mountain biking and road riding conditions, the team is equally passionate about both disciplines.
“We currently have six bike brands available (Pinarello, Merida, Titan, Cannondale, Focus and Trek) and also offer a wide range of footwear, eyewear, helmets, nutrition and accessories.”
Keen cyclists themselves, the staff live their brand by riding in the colours of Cycle Lab at local races.
“I focus on mountain biking myself,” says Kruger. “I race competitively in the vets category and regularly podium in my age group.”
Like any successful entrepreneur, he is always thinking big and on the lookout for new opportunities, therefore Kruger is currently in negotiations to become the official bike shop to a large local club.
Cycle Lab Winelands is open weekdays from 8am to 6pm, on Saturdays from 8am to 4pm and on public holidays from 8am to 3pm.
Find it at Shop 2 of the Philwest Building in Urtel Crescent, Somerset West, next to Somerset Mall.
Full Stop Communications
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041 368 4992
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