Innovation

Marty’s Reliable Cycle is a bike shop, which has branched out into three stores. Although it is a bike shop, there are several innovations within the business. A current innovation sold by Marty is electric bikes, which will eventually impact the lives of many and the planet in the future. These bikes are techno driven and stay on top of the latest and greatest in the bike world. They can help someone who is not confident in biking to participate in a sport, knowing the bike will assist them if they needed. It also promotes green transportation by being used as a delivery bike for business practices or even an alternative to driving a car, all while giving the opportunity for people to be more active. In the shop, Marty also has a customized bike fitting room, which has new software and technological programs to size and fit a customer to the perfect bike. This ensures that no matter what size the customer is, who they are, or what health issues they may have, they can still get a bike that is comfortable, suited to their needs, and whose quality will last a very long time.

Inspiration

Marty’s Reliable Cycle began as a store in Newark, NJ, called “Reliable Cycle & Toy Company” which was owned by a family who was from a “resort town” and would come out to the country in New Jersey to do recreational activities. Marty bought the shop in March of 1978 as the fourth owner. At the time Marty bought his bike shop, he knew little to nothing about bicycles. He even stated, “I didn’t ride bicycles, I owned a bike...but that was about it.” He previously had a wholesale retail auto parts store, which then prompted him to think this bike shop would be a good investment and idea. In 1984 he bought a store in Morristown and began his new found love for the cycling business. 39 years later, he has become more involved in the bicycle community and evolved his business practices to follow the changing demands of our world.

Overall impact

Although Marty started his business not knowing much about bikes, he quickly became more interested in the sport and even more involved with the community. It wasn’t long after establishing his business where he adopted his motto, “Saving the World with Bikes.” When people think about bikes, Marty’s wants to be the first people they think about, rather than your typical chain retail store. He strongly believes that bicycle shops should be avid leaders in the business community while being environmentally conscious.

Business benefit

Marty’s successful business practices have enabled him to expand from one small shop, to three locations! He is selling bikes that can impact the world and the lives of others for the better through eco-friendly habits, community involvement, and promoting healthier and simpler lifestyles.

Social and environmental benefit

Over the years, Marty has been recognized for all of the good deeds he has done for the environment and in the community through his business. He became a founding member of New Jersey’s Off Road Bike Association-Trail Building and Maintenance, was a founding member of Sustainable Morristown, was the founder of NJ NICA (National and International Cycling Association), was on the board of the NJ Bike Walk Coalition and NJ Park Commission Committee, along with being an authoritative figure of the bike community. Marty believes that bicycle shops should impact the community positively while still recognizing that they have a responsibility to make the planet a better place than it was when they came into it.

Marty proved these things by being the driving force in Morristown’s annual bicycle race, Gran Fondo, which runs on the principle of sustainability. This event was 90% successful in recycling all the materials used and awarded a gold medal by the Council for Responsible Sport. These types of events are what he does in order to do “whatever it takes for people to get involved.” He received a proclamation by the Freeholders for a positive impact on Morris County. He hopes to soon become more involved with schools and the younger generation by selling his bikes to start bike-racing leagues throughout several middle and high schools.

Marty promotes eco friendly practices by implementing energy efficient LED lighting within the stores and even having showers for their employees to use if they decide to ride their bikes to work. His business in 2011 also became LEED (Leadership in Energy and Environmental Design) certified which means his buildings use less water, energy and emit less greenhouse gasses than other businesses.

Interview

Marty Epstien, Owner