For more than five decades, Bert’s Bikes & Fitness has been a family-owned staple in the cycling community, serving riders across upstate New York and western Pennsylvania. With ten locations and a reputation built on trust, quality, and family values, Bert’s continues to thrive thanks to a passionate team that truly understands what it means to serve their community.
We recently sat down with Jim Costello, who has been with Bert’s for decades, to talk about their incredible growth, the power of authenticity, and how focusing on families and community has kept their business rolling strong.
In the past five years, Bert’s Bikes & Fitness has opened four new stores, including two during the pandemic, a time that challenged many but opened new opportunities for those ready to adapt.
“We were able to leverage the growth during the bike boom,” Jim shared. “We’re a well-capitalized, long-standing business, and we saw opportunities to expand into new markets, like Syracuse. Social media played a huge part in driving awareness for these new stores.”
Jim noted that once the team found their rhythm, scaling became more natural.
“Opening your second store is the hardest. Once you figure out what works for you, how to support a new community, how to replicate success, you have a scalable business.”
For Bert’s, social media isn’t just about sales, it’s about storytelling. The team has been using Promoboxx since 2012, pairing professional content with authentic local stories that reflect their family-oriented culture.
“Social media lets us share who we really are,” Jim said. “You have to know your customers and stay true to your brand. We’re one of the last family bike stores. We sell bikes to everyone from kids to grandparents. Social media helps us reach them all.”
From “new bike day” photos featuring smiling kids to professionally designed brand posts from Promoboxx, the combination has been key:
“When you pair community-driven posts with polished brand content, you elevate your image. Suddenly, you’re marketing like the big guys, but with the authenticity they can’t match.”
Jim also stressed that engagement isn’t everything.
“Don’t worry about likes, focus on impressions and awareness. Frequency is key. Be consistent, especially when your customers are out riding, planning their weekends, or getting ready for the season.”
One of the most inspiring parts of Bert Bike’s story is how deeply they’ve invested in local community programs – especially those that get kids on bikes. Jim spoke passionately about their involvement in the growing “Bike Bus” movement, where students ride their bikes to school together in a safe, organized group led by parents or teachers.
“The most important sale is a kid’s bike,” Jim said. “That’s your future customer. That’s the kid who’ll grow up remembering where they got their first bike.”
Bert’s Bikes supports local bike buses by donating gift cards, gear, and even participating in the rides themselves.
“We go out, ride with the kids, hand out popsicles. It’s fun, it’s local, it’s authentic. It shows we care about getting kids on bikes and families riding together.”
Bert’s plans to expand this support to every market they serve, even donating trade-in bikes to ensure every child has a chance to ride.
“These are simple decisions that create lasting community connections,” Jim said. “And when you share those moments on social media, you’re not just selling bikes, you’re showing what your brand stands for.”
As a veteran in the bike business, Jim’s advice to other independent retailers is simple and powerful:
“Know who your customers are, target them, and make your social media reflect that. Be consistent, be authentic, and don’t be afraid to tell your story.”
He added,
“You’re not Walmart. You don’t need an ad agency and a year-long plan. The beauty of being a local business is that you can be dynamic, you can react in real time and connect with your customers in ways big brands can’t.”
Founded more than 50 years ago, Bert’s Bikes & Fitness is a locally owned, family-run business with ten locations across New York and Pennsylvania. With a focus on community, customer service, and getting more families on bikes, Bert’s continues to inspire riders of all ages to explore, move, and connect.
Follow Bert’s Bikes & Fitness on Facebook and Instagram to see their latest rides, community events, Bike Bus, and new bike day moments.
