Keith Bohne, Todd Coy and Ross Horsley are friends who’ve ridden bikes together regularly for years. Bohne, who has worked in both graphic design and home renovation, began working part time at Middletown Cycling when a building on St. Matthews Avenue became available in March of 2019. The three friends decided to take over the property, open St. Matthews Cycling, and become partners in the business.
“We are a sister store to Middletown Cycling,” Bohne says. “We’re not a twin sister. We’re the younger, cuter sister in that we carry different brands and have a different look. But seriously, we’re kind of like the crab who found the cool shell because this is the perfect location, being centrally located with mountain bike trails adjacent.”
The trio was keen on running a cycling shop that caters both to the seasoned rider as well as the newbie.
“Our philosophy is that if you like riding on two wheels, this is the shop for you,” Bohne says. “Whether you want a high-end road bike, a mountain bike, or a beach cruiser to go around the neighborhood, this shop is for everyone.”
St. Matthews Cycling also operates the Source BMX brick and mortar store. Source BMX is the world’s largest online retalier of BMX products, they are based in the United Kingdom and recently opened a US distribution warehouse here in Louisville.
When customers come into the store, the owners typically ask questions to get a feel for the type of cycling the customer will engage in.
“We want to get them on the bike that’s right for them, so we ask, ‘Where are you going to ride it? How are you going to ride it? Who will you ride with and how often? Will you be going out in groups, riding with competitive friends?’” Bohne says. “We steer them toward getting the right bike from the start so they don’t feel the need to upgrade in a month. It’s not pushing someone into a more expensive ride. It’s figuring out what’s best for their situation. Sometimes that’s a less expensive bike.”
With a full-service shop, St. Matthews Cycling offers tune-up packages, and the staff includes knowledgeable, experienced mechanics.
“We’ve worked on the highest end of triathlon bikes to golf pull carts,” Bohne says. “If it’s got a wheel and has parts similar to bike parts, we’ll work on it. In fact, I had a man come in because the brakes on his wife’s walker weren’t working. We had it fixed in half an hour.”
St. Matthews Cycling also sells a range of apparel, from cycling shorts to windbreakers to casual riding clothes.
“Along with the traditional cycling apparel, we also sell casual cycling clothes that one can wear comfortably on and off the bike,” Bohne says.