Introduced in the 19th century and a staple of many childhoods, the bicycle is one of the most commonly used and familiar modes of transportation around. Americans have become so familiar with the vehicle that most of us never even give it a second thought. I happen to own a bike, it’s a blue and silver Schwinn I received from my parents around the age of nine. But that’s all I know. So how is it that a mom-and-pop shop in Texas has turned this contraption of rubber, aluminum, and steel into a culture, a destination, even a tourist attraction?
Mellow Johnny’s Bike Shop is based in Austin, Texas and is unarguably the best of its kind. Its Facebook page boasts over 25,000 likes, 12,000 visits, and 1,000 reviews (averaging 4.4/5.0 stars from visitors from around the world), with some posts gaining over 100 likes (most average around 30).
The content shared includes almost every type of communication you can think of, from merchandising and promotions to education and trivia. Mellow Johnny’s is sure to include images of staff, customers, and community members alike to maximize its interaction.
Men’s short track winner. Jonny Sundt.
Posted by Mellow Johnny’s Bike Shop on Saturday, February 28, 2015
The local business even cut into its regular business hours to — you guessed it — take part in SXSW with a hosted stage.
This is weird. No bikes. Stage for rock.
Posted by Mellow Johnny’s Bike Shop on Monday, March 16, 2015
Mellow Johnny’s Twitter account is just as impressive – nearly 30,000 followers at time of publishing. How many is it following? Just under 130. Its Instagram has over 4,000 followers.
We’re such fans of @PUBLICBikes. We took the V7 out to @WholeFoods for lunch and everyone was checking it out. pic.twitter.com/20Q95kwGFh
— mellowjohnnys (@mellowjohnnys) March 11, 2015
In addition to educational content and product marketing, the Austin shop pairs with other local (and sometimes not-so-local) organizations to host events both in and outside the retail space, a popular tactic to drive brand activation.
The guys from @ChrisKingBuzz trucked in a fryer for gourmet frites tonight! The shop is filling up for our #CXNats party. Everyone welcome.
— mellowjohnnys (@mellowjohnnys) January 9, 2015
Mellow Johnny’s is the perfect example of a small business making its passion for a simple product contagious. Are there any other local retailers that have turned their typically niche product into a broad culture?
