For residents of Wantagh and beyond, the COVID-19 pandemic brought about significant shifts in daily life. With public transportation facing limitations and gyms temporarily closing their doors, cycling emerged as a favored solution for maintaining health and well-being. The appeal of a refreshing bike ride through scenic Wantagh neighborhoods became undeniable, offering a welcome escape and a chance to appreciate the outdoors. At the heart of this local cycling surge is Brands Cycle and Fitness, a fixture in Wantagh located at 1966 Wantagh Avenue. This Long Island bike store has been instrumental in the community for generations, often being the place where many, including local kids, found their very first bicycle. To understand the profound impacts of the pandemic on the cycling industry and how local businesses adapted, we spoke with Ashley McCarthy, Brands’ Office Administrator, gaining insights into navigating business during unprecedented times.
A Family Tradition: Brands Bikes Wantagh Since 1954
Brands Bikes Wantagh isn’t just a store; it’s a legacy woven into the fabric of the Wantagh community. Since 1954, this family-owned and operated business has been serving local residents. Founded by Albert Sirota, the store is now expertly managed by his son Gary and grandson Daniel, continuing a tradition of dedication and service. Ashley McCarthy shared the origins of Brands, explaining, “Albert Sirota worked as a manager in other retail businesses. This experience provided him with the knowledge and drive to establish his own store. Initially, Brands offered a diverse range of products including luggage and clocks, later expanding into toys and snowblowers. Bicycles were eventually introduced and resonated strongly with the community, becoming a core offering. Albert’s vision was always to cater to a wide range of customer needs, which is reflected in the name ‘Brands,’ signifying the variety of products and services provided.”
Brands Bikes Wantagh has evolved into a comprehensive cycling and fitness destination. They cater to all bike-related needs, offering a wide array of accessories, state-of-the-art fitness equipment, professional in-house servicing, and expert repairs. Beyond retail, Brands fosters a strong cycling community through organized group rides, instructional lessons, and more. For many in Wantagh, Brands is synonymous with their earliest and fondest cycling memories, a testament to their enduring presence and community connection. McCarthy highlights this deep-rooted connection, stating, “We cherish our dedicated cycling enthusiasts who are like family, but we also see many customers who have been coming here for generations. It’s heartwarming to see people who bought their childhood bikes from us now returning with their own children.” This cycle of family patronage underscores the special place Brands Bikes Wantagh holds in the hearts of the community.
Brands Bikes Wantagh: Pre-Pandemic Community Hub
Before the significant shifts brought on by the pandemic, Brands Bikes Wantagh operated with an open and welcoming atmosphere. In a typical summer, the store would welcome customers from Monday to Friday, starting at 9:30 am. Customers were encouraged to explore the extensive product range and test out bikes freely. McCarthy described the pre-pandemic customer experience: “Our doors were always open, inviting customers to come in and browse at their leisure through our Wantagh Avenue entrance. We maintained a sales presence to ensure everyone received assistance as they explored. With a substantial team of 50 to 100 employees, each department was well-staffed, typically with 10 to 15 knowledgeable individuals.”
Brands Bikes Wantagh’s impact extended far beyond retail sales, deeply embedding itself into the community fabric. Despite being a single location on Long Island, Brands played a significant role in promoting cycling and safety. McCarthy elaborated on their community engagement, “We regularly hosted Boy Scout and Girl Scout troops, teaching them essential bicycle safety skills and practical maintenance like changing a flat tire. We also offered popular bicycle maintenance courses led by our experienced mechanics, teaching customers how to handle common repairs at home.” Brands Bikes Wantagh actively supported local cycling events, sponsoring and providing services for tournaments like Race Awesome and the Long Island Triathlon. “We provided crucial support at these events, offering ‘sag wagon’ services. This meant our team would follow riders to provide on-the-spot assistance for any mechanical issues, ensuring they could get back on the road as quickly as possible.” Brands was more than just a bike shop; it was a welcoming hub where anyone could walk in and receive friendly, expert service and support.
Brands Bikes Wantagh: Adapting and Thriving During Unprecedented Times
The onset of the COVID-19 pandemic in March 2020 created widespread uncertainty for businesses globally. A key concern was determining essential business status and the ability to remain open. McCarthy recounted the initial period, “We were classified as an essential business because bicycles were recognized as a vital mode of transportation, especially for those commuting to work. We immediately saw an increase in demand as public health guidelines promoted outdoor activities like cycling.” With gyms closed and outdoor activities encouraged by the CDC to mitigate transmission, Brands Bikes Wantagh experienced a dramatic surge in business.
Describing the impact on sales, McCarthy stated, “Our bike inventory was depleted incredibly quickly. The initial surge began around March of last year, and we were essentially sold out of bikes by the end of April. We had virtually no stock left to offer. It was truly remarkable. The demand for fitness equipment also skyrocketed – treadmills, ellipticals, everything was selling out as soon as it arrived… While the initial frenzy subsided somewhat by late January, demand remained strong, and we often had lines forming outside the store to manage customer flow and ensure safety.”
This unprecedented demand placed immense pressure on the entire cycling supply chain. “Our distributors faced significant challenges because manufacturing overseas was also disrupted. Manufacturers struggled to maintain production levels and fell behind on orders. Sourcing necessary materials for bike assembly became incredibly difficult, hindering our ability to restock. Demand far outstripped production capacity. Even now, securing bike inventory remains a challenge. Manufacturers have increased prices due to their increased material costs, which unfortunately has led to price increases on bikes for the first time. However, we have maintained our pricing for bicycle services and continue to offer our layaway program to support our customers.”
In addition to adhering to CDC guidelines such as mask mandates and enhanced sanitation, Brands Bikes Wantagh implemented further measures to ensure social distancing within the store. “We adopted a 1-to-1 customer-to-staff ratio, which required us to manage customer entry with an outside queue. We limited store access to one customer or group per sales associate to reduce in-store density. We introduced ‘door duty,’ where a staff member greets customers outside, assesses their needs, and directs them to the appropriate department, further controlling the number of people inside at any given time.” Brands Bikes Wantagh also expanded service options to include convenient drop-off and pick-up for maintenance and repairs. “Our mechanics have always maintained individual tool sets, so that wasn’t an issue. We spaced out mechanic workstations to ensure social distancing, using every other station. Additionally, some mechanics worked remotely from home, further reducing staff density in the service area.” Regarding home service calls, McCarthy explained, “Brands prioritized customer comfort and safety. We scheduled appointments and, depending on the service needed, particularly for fitness equipment like treadmills or stationary bikes, we requested that household members wear masks and remain outside the workspace during the service. Our technicians also wore masks, gloves, and shoe covers as requested to ensure customer peace of mind.”
While many businesses were forced to reduce staff during the pandemic, Brands Bikes Wantagh was committed to supporting its employees. “We were fortunate to retain our entire staff and offered flexible work arrangements, including work-from-home options where feasible. This depended on the role, with many back-end operations like website updates and online sales management being easily done remotely. We even facilitated bike assembly at mechanics’ homes. Overall, business remained consistently strong throughout, preventing any need for layoffs.”
The cycling industry experienced an unexpected boom, and Brands Bikes Wantagh has been at the forefront of serving the community’s needs. The future of cycling looks promising, and Brands Cycle and Fitness is poised to continue its vital role in Wantagh, providing for all cycling and home fitness requirements. As Brands proudly states on their Instagram, “Cycling is a simple solution to some of the most complicated problems in the world.” Brands Bikes Wantagh remains dedicated to helping customers experience the numerous benefits of cycling and fitness, reinforcing their commitment to the Wantagh community.
