When shopping at Society Cycle Works, the experience is designed by its owners to build a relationship with customers that goes above and beyond a one-time bicycle purchase.

“We wanted our store to feel welcome, [which is why we have] a place [in the store] where customers can hang out while they make a purchase or have their bike serviced,” co-owner Jason Wise said. “From racers to enthusiasts to neighborhood riders, we don’t want anyone to feel intimidated.”

Wise and his wife, Jennie Leverett, opened their Sugar Land business about a year and a half ago. Wise has been in the sporting goods business for 25 years, and previously worked at Sun and Ski Sports and Sugar Cycles.

Wise said he always had an interest in opening his own bike shop. It was not until he and Leverett moved out to Telfair, however, that they found the perfect location to open their business.

The couple’s search for the right location proved to be difficult at times as many of the retail spaces they looked at did not allow bicycles, Wise said.

“We actually rode our bicycles to see which location would be the best,” Leverett said. “If it wasn’t friendly for bike riders, then it wasn’t the right fit.”

The business sells bicycle equipment, gear and also offers bicycle repair services. The couple said they emphasize the importance of offering excellent customer service because they know that bicycles, and all things related to bicycles, are just a click away on the Internet.

Accordingly, their goal is to provide knowledge, education and repair services in a welcoming environment, especially since bicycles are a high-end sporting good. While the shop carries various bicycles that run the range of price points, the store’s most expensive bicycle is a Cannondale SuperSix EVO Team Edition, which costs around $10,000.

Bicycle services include repair, maintenance and bike fitting. Leverett said Wise is one of the few shop owners who still offers a free personal bike fitting to customers who purchase a bicycle.

“You aren’t going to find someone with that experience,” Leverett said.

Wise said some shops have switched over to using a machine for fittings, but he believes the customization is one of Society Cycle Works’ most valuable services as well as another way to develop relationships with customers.

In addition to setting up riders with the right bicycle and accessories, the shop hosts a number of bike rides that start at the store throughout the week. Wise estimated during the high season—March through the summer—their rides attract between 50 and 70 riders.

In the future, Wise and Leverett said they hope to expand Society Cycle Works. They have already run out of space at their location, and they see demand growing, especially as word gets out about their shop. They have had customers come from New Braunfels and Beaumont as well as Cypress, Katy and The Woodlands.

For those looking to get into riding, the couple suggests budgeting at least $400 depending on the style of bicycle and whether a cyclist’s objective is neighborhood riding, road or trail riding, or racing.

Within those categories, the couple said they recommend customers purchase the best bike available in case riding becomes habitual.

“You don’t want to regret your choice six months later—that you should have gotten a better bike,” Wise said. “If you take care of the bike, with regular maintenance, it will last 20 years.”