CASE STUDYSchlegel Bicycles
Recycling the Inlaws
DESIGN: S DESIGN OKLAHOMA CITY
STEVE SCHLEGEL’S OKLAHOMA CITY BICYCLE BUSINESS WAS A SERIOUS SHOP FOR SERIOUS CYCLISTS—people who knew their Campagnolo from their Shimano, who had chain lube under their nails and scars on their legs, and who’d just rather be riding. Valued as much for their understanding of riders’ needs as for their technical knowledge and mechanical skill, Schlegel and his employees were “go-to” sources for equipment and advice for the most dedicated local riders. They had reached out to casual riders and the broader community with public events like “Schlegelfest,” an annual safety training day.
Despite a generic name—The Bicycle Store—and a chain-store-ish logo, the business ...
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