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But despite encouraging young riders to steer away from online shopping to a more community- based, instore experience, Reinhart has catered to the young crowd by integrating a complete overhaul of Zdeno’ s online business model, ensuring that the company’ s vast inventory— literally millions in parts— is accessible to riders across Canada and the U. S.
Another change Reinhart sees is on the maintenance side, with older carbureted models being replaced by newer electronic fuel- injection bikes. However, the change has been beneficial to business. Having serviced bikes since a young age, and with other experienced technicians, Zdeno has the versatility to work on a wide range of older and newer models.
Linda Reinhart was a recipient of Powersports Business 2025 Women With Spark and Under 40 awards for her excellence in motorcycle services.
“ The older generation is phasing out, and a lot of people don’ t know how to work on carbs, and we have two mechanics that eat, sleep and breathe that stuff,” she says.“ That’ s why we’ re so popular with service, because we do such a wide range of bikes, from really old bikes to the new Harley stuff.”
A WOMAN IN A MALE- DOMINATED INDUSTRY As an expert in motorcycle parts and services, one thing Reinhart admits is still hard to escape from is being a woman in such a male- dominated industry. Despite her experience, she still deals with the typical stereotypes. Reinhart’ s boyfriend, who also works at Zdeno, is often initially approached by first- time customers who are looking for obscure parts or service advice. However, after talking with Reinhart and being exposed to the wealth of knowledge she holds, it doesn’ t take long for them to realize she knows her stuff.”
“ It’ s a struggle every day. If the customer knows me, they know that I know my stuff. But for that rough, tough Harley guy who might not know me, it can be a struggle. But my knowledge puts them in their place, but in a nice way. I’ ve had to handle these hurdles every day to get where I am.”