Sheldon lives his dream job with Bicycle Time

Mark Sheldon has been a bicycle guy since his youth.

So what could be better for the 58-year-old Cheney resident than to live that love for a second career in the past 17 years?

"A friend of mine had the idea to start a bike shop back in 1999," Sheldon said of Eddie Pollock, who together founded Bicycle Time.

The business started in Pollock's garage, but itwasn't long before Sheldon moved headquarters to 210 C St. in Cheney. "After a year or so we figured it wasn't working out," Sheldon said. "

The building he currently occupies is next to Sheldon's house and grown from its original 20-by-20 foot space. "It was a good idea, it's been working," he said.

Sheldon was a social worker until 2002 when he left to pursue his pedaling passion. His wife, Marisa Sheldon, teaches at Cheney High School along with working as a Realtor.

Sheldon's first job while attending Central Valley High School was at age 15 at Midway Cycle in Spokane Valley. "I got that job because I liked bikes and hung around the shop long enough until they hired me."

Following graduation from CV in 1976, Sheldon attended Eastern Washington University where he earned a bachelor's degree in Spanish followed by a master's in social work.

But Sheldon's calling always seemed to be bicycles. He worked part-time at the former Velo Sport in Cheney before opening his own business. He also gained experience at Spoke 'N Sport, North Division Bike and Wheelsport.

Sheldon has always had a mechanical aptitude and keeps that appetite whetted by specializing in bike repairs and tune-ups. He's proud that the people who ride the $1,500 – $2,000 bikes come to him as much as those owning the $150 version.

Along with the mechanical side, Sheldon has established his niche in the retail business by offering an affordable, quality bicycle selling from between $375 – $400.

"For bike shop bikes that's a really good price," Sheldon said. "They are perfectly fine bikes, if you take care of them they'll last you 25 years."

The majority of Sheldon's sales come from what he called, "pedal forward" bikes.

The traditional bicycle more or less has the pedals under the seat, Sheldon explained. "(With) pedal forward bikes the pedals are a lot farther forward."

Most people, whether they know it or not, do not like to sit hunched over while riding. Back in the old 10-speed days, bikes had the handlebars that slung low and forced riders to bend over to ride. Some owners would flip the handle bar and add a comfortable seat in order to ride in a more upright position.

Since many people who bought 10-speed bike never used but half the gears, the majority of Sheldon's inventory has just seven speeds.

The other popular change has come with the frame design.

"What we have now is the step over and step through frame," Sheldon explained. They were simply called boys' and girls' bikes.

As the population ages, many men find they cannot lift their leg over the bar so the frames have kind of lost that difference many grew up observing.

"It's easier to have a bike you can step through," Sheldon said. "And most women don't wear hoop skirts when riding bikes." It was the only reason for the cutaway frame. "There's no biological reason," he added.

One of the elements important to Sheldon is his involvement in the community.

He works with the Capstone program at Cheney High School where students come to the shop for an hour or two a week and help out. "They get a lot out of it," Sheldon said.

Bicycle Time is located at 210 C St. Business hours are Tuesday through Saturday from 10 a.m. – 6 p.m. To contact Bicycle Time call (509) 235-4575.

Paul Delaney can be reached at pdelaney@cheneyfreepress.com.