Pedaling Forth and Beyond: Celebrating Wersell’s 75th Anniversary
Most of us know the daunting statistics for the survival rate of a small business. But Wersell’s Bike and Ski Shop in Northwest Ohio has shown its chops as a business, and is achieving the pinnacle of hitting its 75th Anniversary this winter. The store proudly claims its status as “Toledo’s Oldest Bike Shop”, and SBC recently caught up with the store’s current owner, Jill Wersell, to get a little backstory, and find out how the community can support this independent business during their milestone celebration.
A Brief History of the Bike Shop
Harold and Mary Wersell were the original owners, opening Wersell’s back on December 8th, 1945 on Central and Upton. Mr. Wersell passed in 1976, and shortly after they also started offering cross country ski equipment. Wersell’s had some more changes when it moved to its current location, 2860 Central Ave., Toledo, OH in 1981. In 1983, Harold and Mary’s daughter Jill, assumed ownership and has been at the helm ever since.
Jill has done a tremendous job keeping the legacy alive as Wersell’s has easily earned its place as a staple in the Toledo Biking community. I asked Jill what she thought lent to the success of their longevity? Without hesitation, one word sums it up for her: SERVICE.
“Customer service. That’s the key to anything,” Jill says. “I’m a firm believer that you have to treat your customers right because they’re going to be the ones making the payments for your paychecks. Obviously it’s also important for getting repetitive customers that come back with their families, as most do.”
A Personal Testimony to Wersell’s Customer Service
I can tell you from personal experience, their customer service is stellar. Back in 2015, I went into the shop on the search for a new bike. Jill greeted me, talked to me about what I wanted and pulled a few bikes for me to test ride. I completely fell in love with one, but wanted a different color. The color I wanted she could get, but would have to order it. I told her I’d think about it and let her know.
A week later, I went in to tell her to order it. She looked at me and said, “It’s already here. I ordered it when you left. I knew you would be back!” I was THRILLED! Not only did I get to take my bike home that day, more importantly, I have never forgotten how she made me feel.
Needless to say, I’m a committed customer and LOVE when I need to go in there. I’m always greeted by Jill and the entire staff like I’m family.
Giving Back to the Community
Community is also an important aspect to Wersell’s. In 2018, the shop started a non-profit called Pedal On. Wersell’s accepts your donated bikes, refurbishing them to be rideable. They then give them to people in the community in need. Cash donations are also accepted, using the money to buy helmets and locks to give to the individuals that receive a bike through the program.
Wersell’s in the Time of Covid
With such a monumental anniversary, the shop had lots of fun events planned this year to celebrate. But like everything else, Covid has nearly kiboshed all of those plans. Jill is planning on doing something for the anniversary in December and hopefully the fall as well.
In addition to changing their celebratory plans, the shop has had to adapt to the new Covid rules that have been implemented. Wersell’s is considered an essential shop so they weren’t affected by any temporary closings. And In fact, early on in the lockdown, business was thriving so much so that there was a 45 minute wait. With so many people having to stay home, being limited to what they could do and not being able to go to gyms, many folks dug out their bikes and brought them into the shop needing repairs.
Eventually the bottom fell out as they found themselves unable to get products into the shop from bikes to tubes to tires. Most of their supply comes from China or some out of Taiwan. But now, some of the companies have moved to Cambodia allowing products to come overseas easier and more rapidly, which Wersell’s is starting to see happen. They still get only dribbles of bikes, and a lot of the bikes they get in sell quickly (typically within 48 hours). Repairs have remained king for the majority of their business during this time, but if you are interested in a bike, don’t hesitate to go talk to these amazing professionals!
We want to wish Wersell’s Bike and Ski Shop a VERY happy 75th year of business, and look forward to seeing them rack up those anniversary years! That can only happen if we as a community shop local and support these folks! Please keep up to date with what’s going on with the shop by following them on Facebook.
