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Ever wonder why bike shops seem to come and go? The answer's in the math, and it's not pretty. Josh dives deep into industry data from the National Bicycle Dealer Association, trade publications, and financial modeling sites to paint a realistic picture of bike shop profitability. Spoiler alert: the average bike shop owner in America takes home less than $50k a year and works 50-60 hours a week. With 1,000's of bike shops operating nationwide and razor-thin margins on everything from components to complete bikes, staying in business is more about passion than profit.

Dane shares war stories from decades in the industry, including his days as "Discount Dane" before he understood the real costs behind every sale. We walk through actual profit margins on bikes, parts, accessories, and service labor. We then factor in the vast categories of operating costs like shipping, payroll, advertising, rent, utilities, shop equipment, and more. By the end, you'll understand why shop owners drive $3,000 cars but ride $10,000 bikes (that they'll sell later), and why the "markup myth" has been misleading customers for years. This is required listening for anyone who's ever said "I know what you guys make on this stuff."

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