36 • August 2026 • Powersports Business www. PowersportsBusiness. com
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Zdeno Cycle is home to a massive motorcycle graveyard that sits on over an acre of land, storing damaged and used bike carcasses.
Dubbed“ The Tire Queen,” a nickname passed down by her father,“ The Tire King,” Reinhart has steadily increased tire sales by 15 % year- over- year. She also launched Café 69, an on- site coffee shop that has already hosted multiple rider meetups and knowledge- sharing events, creating long- term value through customer loyalty and engagement.
“ We have a pretty unique destination shop. We do everything here except for selling brand- new units.”
Zdeno also recently became an authorized STIHL dealership and does small engine repair.
“ We’ ve had the STIHL line for six years and every year it’ s growing more and more. We had to diversify a little bit because up here, half of our year is winter, and when business is slow, I don’ t like to lay my guys off, so working on snow blowers during the winter helps keep the wheels rolling,” Reinhart says, adding that she also keeps a heated 10,000− square- foot facility for motorcycle storage during winter months.
ADAPTING TO A CHANGING DEMO New riders are definitely a different breed, Reinhart says, with different behaviors than the older generation. But although a majority of Zdeno’ s customers remain traditionalists, the business is making a conscious effort to attract the young riders, who have a tendency to favor the internet versus in- store purchasing— whether it’ s researching a product or buying over the internet.
“ We really try to reach out to each person to stress the importance of brick- and- mortar stores, because those are the places that service your machines.”
She said she takes time out to educate new riders; convince them there are some things— like a motorcycle helmet— that shouldn’ t be purchased online, and offer as much guidance as they can..
“ We try to give them tips on safety and maintenance and just try to go above and beyond to have them keep coming back.”