An avid cyclist since age 15, Jim Moffitt believes there’s a bike out there for everyone—and he’s hoping to help make those connections with his new business, LoKe Bicycles.
The sales and service shop (which is pronounced “low key” bicycles) opened at 11640 Brooks School Road in Fishers in late October.
Moffitt said the name is indicative of the store’s philosophy, which is based on talking with riders to understand their goals and objectives.
“The idea with the name — and the feel I want to have with the shop — is consultative in nature,” he said. “It’s the bicycle that you want, not the bicycle I want to sell you.”
LoKe Bicycles carries equipment for all types of riding, with models specifically for road, mountain, fitness riding and childrens’ bikes.
“I’ve got bicycles for the entry-level rider to ultra-competitive racers,” he said. “I really try to cover the whole spectrum of anyone who comes into the shop.”
Moffitt said LoKe offers several unique services, including the Grow Fast Program, which offers trade-in discounts on bikes purchased at LoKe for families with growing children. Discounts range from $20-$50, with the second-hand bikes either re-sold at the shop or donated to a regional charity that connects disadvantaged youth with bicycles.
“I don’t have any now, because the shop is brand new, but eventually I’ll have a section of gently-used kids’ bikes,” Moffitt said.
LoKe also offers pickup and delivery service within a three-mile radius of the shop. Moffitt anticipated that would be useful for families looking to have several bikes serviced at the same time.
Moffitt said LoKe is also starting a bicycling club, which he described as a community for people who enjoy riding and want to do it socially. Signup information is available at the company website, www.lokebicycles.com.
A graduate of Noblesville High School and Ball State University, Moffitt was a competitive cyclist in college and co-founded Midday Deli in the mid 1990s before moving on to a career as an account manager at a major food distributor. Throughout those changes, Moffitt remained a dedicated cyclist, saying that was the direction he wanted to take his next business venture.
“Cycling has always been there, it’s always been a love and a passion,” he said. “Anything I can do to get people on bikes is very satisfying and fulfilling.”
Moffitt listed several reasons why cycling for fun is a good thing.
“There’s several great benefits,” he said. “There’s physical fitness, stress relief, and you get to be outside enjoying nature.”