Treknology 3 makes bold Orchard Road move
November 8, 2016
You can buy just about anything on Singapore’s world-renowned shopping mecca Orchard Road … except a top-quality bicycle. So leading local bike retailer Treknology 3 could well be onto something with its recently opened Premium Showroom @ Cuscaden Road.
OK, the gleaming new space isn’t actually on Orchard Rd, but it’s less than 100 metres from the Forum shopping mall and the hub of luxury hotels at the western end of Orchard Rd.
Not only should this allow Treknology 3 to tap into the potentially lucrative tourist market, it also gives them a flashy retail outlet to capture the upscale local shopping crowd as well as providing a service centre for the cyclists living on and around Orchard Road
The Treknology 3 chain of bike shops takes its name from the fact that the company is the official distributor for US cycling industry giant Trek. The new showroom does an impressive job of displaying the full range of Trek’s top-end products in a manner befitting the store’s location.
The shop window resembles a car showroom more than a traditional bike shop, but that business model has proved to be successful in Singapore in recent years, as Treknology 3 has already demonstrated with its MegaShowroom at its headquarters in Jalan Kilang Barat off Bukit Merah Road.
The Premium Showroom @ Cuscaden space is large but Treknology 3 hasn’t cluttered it with too much product, preferring instead to give everything on display a chance to shine. Pride of place in the shop window, though, goes to a top-of-the-range 2017 Trek Madone 9.9 Race Shop Limited road bike, which has a price tag of $21,000!
You can buy just about anything on Singapore’s world-renowned shopping mecca Orchard Road … except a top-quality bicycle. So leading local bike retailer Treknology 3 could well be onto something with its recently opened Premium Showroom @ Cuscaden Road.
OK, the gleaming new space isn’t actually on Orchard Rd, but it’s less than 100 metres from the Forum shopping mall and the hub of luxury hotels at the western end of Orchard Rd.
Not only should this allow Treknology 3 to tap into the potentially lucrative tourist market, it also gives them a flashy retail outlet to capture the upscale local shopping crowd as well as providing a service centre for the cyclists living on and around Orchard Road
The Treknology 3 chain of bike shops takes its name from the fact that the company is the official distributor for US cycling industry giant Trek. The new showroom does an impressive job of displaying the full range of Trek’s top-end products in a manner befitting the store’s location.
The shop window resembles a car showroom more than a traditional bike shop, but that business model has proved to be successful in Singapore in recent years, as Treknology 3 has already demonstrated with its MegaShowroom at its headquarters in Jalan Kilang Barat off Bukit Merah Road.
The Premium Showroom @ Cuscaden space is large but Treknology 3 hasn’t cluttered it with too much product, preferring instead to give everything on display a chance to shine. Pride of place in the shop window, though, goes to a top-of-the-range 2017 Trek Madone 9.9 Race Shop Limited road bike, which has a price tag of $21,000!
Joining it are other high-end road and mountain bikes, including the Procaliber 9.9 RSL and the Top Fuel 9.9 RSL, and an extensive range of medium-level models across the road, MTB and hybrid disciplines. Trek prides itself on catering to the female cycling crowd too and so a section of the new store is dedicated to its Women Specific Design (WSD) bikes and products.
Also immediately noticeable when walking in the door is a lounge area. As well as allowing customers the chance to take the weight off their feet while they take in the splendor, it’s also where buyers interested in Trek’s Project One concept can make their decisions. Project One offers an array of customisation options, including colour schemes, components, wheels and even the ability to stamp a signature in the livery.
A full range of those wheels and components are available in the Premium Showroom, as well as accessories and apparel, from the likes of Bontrager, SRAM, Kask Helmets, DT Swiss, CycleOps, PowerTap and many more.
It’s a one-stop shop two-minute’s walk from Orchard Road, although at first glance it seems that the premium showroom is just that, a flashy place to sell bikes, with no sign of a mechanic anywhere.
But that’s far from the case; a state-of-the-art technical centre is located directly behind the showroom. In addition to a spacious workspace for the mechanics, it also houses a studio for Trek’s proprietory Precision Fit system. This uses cameras to capture motion, a saddle mapping system and a variety of other technologies developed at Trek HQ in Madison, Wisconsin.
Crucially, the new showroom is also open on a Sunday, from 10:30am to 5:30pm; many if not most of Singapore’s bike shops close on a Sunday to give their salesman and mechanics a chance to hit the trails or ride the roads themselves. But given its premium location it would have been nonsensical for the Treknology 3 Premium Showroom not to be open seven days a week.
Also immediately noticeable when walking in the door is a lounge area. As well as allowing customers the chance to take the weight off their feet while they take in the splendor, it’s also where buyers interested in Trek’s Project One concept can make their decisions. Project One offers an array of customisation options, including colour schemes, components, wheels and even the ability to stamp a signature in the livery.
A full range of those wheels and components are available in the Premium Showroom, as well as accessories and apparel, from the likes of Bontrager, SRAM, Kask Helmets, DT Swiss, CycleOps, PowerTap and many more.
It’s a one-stop shop two-minute’s walk from Orchard Road, although at first glance it seems that the premium showroom is just that, a flashy place to sell bikes, with no sign of a mechanic anywhere.
But that’s far from the case; a state-of-the-art technical centre is located directly behind the showroom. In addition to a spacious workspace for the mechanics, it also houses a studio for Trek’s proprietory Precision Fit system. This uses cameras to capture motion, a saddle mapping system and a variety of other technologies developed at Trek HQ in Madison, Wisconsin.
Crucially, the new showroom is also open on a Sunday, from 10:30am to 5:30pm; many if not most of Singapore’s bike shops close on a Sunday to give their salesman and mechanics a chance to hit the trails or ride the roads themselves. But given its premium location it would have been nonsensical for the Treknology 3 Premium Showroom not to be open seven days a week.
The people behind Treknology 3 have been servicing Singapore’s cyclists since 1991 under that brand, but for eight years before that too, when owner Haresh Balani and his brother opened a store that bears a name a famous name in the Singapore lexicon of cycling; Cheap John’s.
“Cheap Johns, started in the 1960s, it was actually a family-run department store,” Haresh told Second Wind Magazine when we visited the Premium Showroom last week. “The turning point that led us into the bicycle industry was the unfortunate burning down of the department store in 1983.”
The entreprenuerial brothers’ next business move proved to be a decisive one.
“We opened up a small shop that specialised in bikes, supporting the naval base, the Australian air force, the New Zealand Air Force, which were all in Sembawang then. We got a lot of enquires for bicycles, road bikes and other types, so kept our focus on bikes,” said Haresh.
While Cheap John’s was a success and is still a thriving business in northern Singapore today, Haresh branched out on his own, opening another bike shop further south at Transit Road.
“I ventured out to Transit Road after and started a small store, and then when I got married to my wife Dolly, she came in to help me and we’ve grown the business from there,” explained Haresh.
Madam Dolly, a well-known figure in the local bike retail industry in her own right, took the history story up from there.
“After Transit Road we opened another store in Holland Grove Road at Henry Park. I took care of Transit Road and Haresh took care of the Holland Grove shop but he also started working on getting distributorships. First we got Marin bikes and then in 1991 we landed the Trek distributorship and that’s when we changed the name of the business to Treknology 3,” she said.
“Cheap Johns, started in the 1960s, it was actually a family-run department store,” Haresh told Second Wind Magazine when we visited the Premium Showroom last week. “The turning point that led us into the bicycle industry was the unfortunate burning down of the department store in 1983.”
The entreprenuerial brothers’ next business move proved to be a decisive one.
“We opened up a small shop that specialised in bikes, supporting the naval base, the Australian air force, the New Zealand Air Force, which were all in Sembawang then. We got a lot of enquires for bicycles, road bikes and other types, so kept our focus on bikes,” said Haresh.
While Cheap John’s was a success and is still a thriving business in northern Singapore today, Haresh branched out on his own, opening another bike shop further south at Transit Road.
“I ventured out to Transit Road after and started a small store, and then when I got married to my wife Dolly, she came in to help me and we’ve grown the business from there,” explained Haresh.
Madam Dolly, a well-known figure in the local bike retail industry in her own right, took the history story up from there.
“After Transit Road we opened another store in Holland Grove Road at Henry Park. I took care of Transit Road and Haresh took care of the Holland Grove shop but he also started working on getting distributorships. First we got Marin bikes and then in 1991 we landed the Trek distributorship and that’s when we changed the name of the business to Treknology 3,” she said.
The business continued to thrive, especially at Holland Grove Road, and expansion to the East Coast and Tanglin Road followed soon after.
The store at Tanglin Place temporarily became the main focus for Treknology 3 in 2008 when, with the estate which housed the main Holland Grove shop being sold en bloc, the Balanis had to find somewhere new to set up their headquarters.
Their search resulted in what is now the Treknology 3 MegaWarehouse at Jalan Kilang Barat, which is most probably the biggest, and is a definite contender for the title of best, bike shop in Singapore. But while it was under construction, Treknology 3 acquired the space next door to the Tanglin Place branch and opened what was at the time one of the first bike showroom concepts in Singapore.
That Tanglin store resorted to its original size soon after the MegaWarehouse opened in 2009, but the idea of having a large premium outlet so close to Orchard Road had taken seed. And now it has become fully realised with the Cuscaden showroom.
While shoppers and tourists are part of business plan for the new store, Treknology 3’s prime motivator for setting up close to Orchard Road was to cater to an untapped part of the local market, according to Azhar Abdullah, Treknology 3’s distribution and marketing manager.
“The main reason for opening in this part of town was actually to cater to the local community,” Azhar said. “Obviously in this vicinity we’re looking at the mid- to high-end income earners, so stocking and displaying a lot of Trek’s best bikes really fits the profile but it also means that we can give support for this community in terms of bike servicing and technical support. So instead of them having to go out of the area they can come to us.”
Haresh continued on the same theme but also explained more about the tourism angle.
“Last time the people were very budget concsious, but now we’re seeing a lot of people wanting good bikes, good quality, good after-sale services, and that’s why we are trying to keep ourselves ahead with this new store,” the Treknology boss said. “But also because of its vicinity to a lot of big hotels, we are in a great position to get trade from tourists passing through Singapore. Just yesterday we got someone in the store who bought two bikes. We packed them up in boxes and he took them back to his country.”
The store at Tanglin Place temporarily became the main focus for Treknology 3 in 2008 when, with the estate which housed the main Holland Grove shop being sold en bloc, the Balanis had to find somewhere new to set up their headquarters.
Their search resulted in what is now the Treknology 3 MegaWarehouse at Jalan Kilang Barat, which is most probably the biggest, and is a definite contender for the title of best, bike shop in Singapore. But while it was under construction, Treknology 3 acquired the space next door to the Tanglin Place branch and opened what was at the time one of the first bike showroom concepts in Singapore.
That Tanglin store resorted to its original size soon after the MegaWarehouse opened in 2009, but the idea of having a large premium outlet so close to Orchard Road had taken seed. And now it has become fully realised with the Cuscaden showroom.
While shoppers and tourists are part of business plan for the new store, Treknology 3’s prime motivator for setting up close to Orchard Road was to cater to an untapped part of the local market, according to Azhar Abdullah, Treknology 3’s distribution and marketing manager.
“The main reason for opening in this part of town was actually to cater to the local community,” Azhar said. “Obviously in this vicinity we’re looking at the mid- to high-end income earners, so stocking and displaying a lot of Trek’s best bikes really fits the profile but it also means that we can give support for this community in terms of bike servicing and technical support. So instead of them having to go out of the area they can come to us.”
Haresh continued on the same theme but also explained more about the tourism angle.
“Last time the people were very budget concsious, but now we’re seeing a lot of people wanting good bikes, good quality, good after-sale services, and that’s why we are trying to keep ourselves ahead with this new store,” the Treknology boss said. “But also because of its vicinity to a lot of big hotels, we are in a great position to get trade from tourists passing through Singapore. Just yesterday we got someone in the store who bought two bikes. We packed them up in boxes and he took them back to his country.”
We asked the Treknology 3 trio if they had sold any of the $21,000 bikes locally or overseas, and we got a resounding “loads” in reply.
So what’s in that Trek Madone 9.9 Race Shop Limited that gives it such an expensive price tag?
“The Madone is the aero offering from Trek, it’s one of the stiffest and lightest aero bikes out there on the market. This Madone 9.9 Race Shop Limited build has a Shimano Di2 groupset and an Aeolus 5 Bontrager wheelset, while the frame features our 700 series OCLV carbon, the lightest and strongest carbon available, and it’s an H1 fit,” said Azhar, explaining that all the Trek Madones come in two fits, H1 and H2.
“H1 is a more competitive fit, the headtube is a lot shorter so you’re in a slightly lower position. So that fits a racer’s profile. H2 is a more comfortable fit,” he said.
including one where the top tube and seat tube meet. This Azhar told us is a proprietary system called the IsoSpeed decoupler. While Trek doesn’t call it a suspension system, its function is to make the ride less harsh.
“The Madone is the only bike with IsoSpeed which is essentially a compliance system where the seat tube and the top tube work independently from one another. It comes with a metal axle and two bearings in there so there’s a bit of movement wihout affecting the power transfer,” he said.
The Madone also has both a fully integrated cockpit and a fully integrated braking system including what Trek calls Vector Wings. These completely hide the front brake caliper and cables, even when turning the steerer, providing a clean, seamless front end.
“You are looking at possibly the most integrated road bike other there,” Azhar said.
Azhar admitted the Madone and other Trek models might have a slightly higher price point than some other brands but that he said was because of the amount of research and development that has gone into creating the bikes, which he pointed out have a lifetime warranty. (It should be noted that not all Trek bikes have that lifetime warranty, with some MTB frames limited to a two-to-five year guarantee.)
“We also provide a free full bike fit for all road bikes for all our customers,” Azhar said, adding that some of Treknology’s local rivals don’t offer such a service.
For those buying a bike at the Premium Showroom the fit will take place in the adjacent Precision Fit studio. But the fitting service is also open to any cyclist no matter what brand he or she is riding, and is priced quite competitively.
So what’s in that Trek Madone 9.9 Race Shop Limited that gives it such an expensive price tag?
“The Madone is the aero offering from Trek, it’s one of the stiffest and lightest aero bikes out there on the market. This Madone 9.9 Race Shop Limited build has a Shimano Di2 groupset and an Aeolus 5 Bontrager wheelset, while the frame features our 700 series OCLV carbon, the lightest and strongest carbon available, and it’s an H1 fit,” said Azhar, explaining that all the Trek Madones come in two fits, H1 and H2.
“H1 is a more competitive fit, the headtube is a lot shorter so you’re in a slightly lower position. So that fits a racer’s profile. H2 is a more comfortable fit,” he said.
including one where the top tube and seat tube meet. This Azhar told us is a proprietary system called the IsoSpeed decoupler. While Trek doesn’t call it a suspension system, its function is to make the ride less harsh.
“The Madone is the only bike with IsoSpeed which is essentially a compliance system where the seat tube and the top tube work independently from one another. It comes with a metal axle and two bearings in there so there’s a bit of movement wihout affecting the power transfer,” he said.
The Madone also has both a fully integrated cockpit and a fully integrated braking system including what Trek calls Vector Wings. These completely hide the front brake caliper and cables, even when turning the steerer, providing a clean, seamless front end.
“You are looking at possibly the most integrated road bike other there,” Azhar said.
Azhar admitted the Madone and other Trek models might have a slightly higher price point than some other brands but that he said was because of the amount of research and development that has gone into creating the bikes, which he pointed out have a lifetime warranty. (It should be noted that not all Trek bikes have that lifetime warranty, with some MTB frames limited to a two-to-five year guarantee.)
“We also provide a free full bike fit for all road bikes for all our customers,” Azhar said, adding that some of Treknology’s local rivals don’t offer such a service.
For those buying a bike at the Premium Showroom the fit will take place in the adjacent Precision Fit studio. But the fitting service is also open to any cyclist no matter what brand he or she is riding, and is priced quite competitively.
A full standard road bike fit costs $225, while the addition of “motion capture dynamic analysis” sees the price increase to $300.
The same competitive pricing goes for the service centre, with the “Tune Up & Clean Up” especially a bargain; for $85 a customer gets a full drivetrain disassembly, clean and lubrication, as well as a thorough cleaning of the whole bike. Racks at the service centre full of finished bikes, many non-Trek, awaiting collection is a sign of a busy workshop.
The mechanic services don’t end there, as positioned outside the store next to a row of tables, chairs and an extensively stocked drinks vending machine is what Treknology 3 call its Bicycle Aid Station.
It’s essentially a do-it-yourself repair stand complete with a full set of quality tools, including allen kets, screw drivers, torque wrenches, a Presta/Schrader track pump that inflates to 160psi and crucially two sturdy, poles protruding from the main body, which act as a bike stand. The Bicycle Aid Station is firmly bolted to the ground and the tools are well secured.
“We’re didn’t just set up this business to sell more bikes, we want to support the community. We’re trying to make more people aware of the Bicycle Aid Station, so that if you’re in the city or have a mechanical early morning or at night, it’s good to know that you can come here,” said Azhar. “It’s open 24 hours, it’s not going to be closed, locked, put away, it’s bolted to the ground. And it comes at no charge, and you’re getting all quality tools, it’s all Park Tools, so you’re not going to damage your nuts, bolts and screws.”
That Bicycle Aid Station alone makes a trip to the new store worth a visit; joining one of Treknology’s two monthly shop rides, which start and end outside the showroom, could be a good opportunity to check it and the whole store out.
The Treknology 3 Premium Showroom @ Cuscaden could also make a good destination for cyclists out on Orchard Road with their non-cycling spouses for a mid-shopping break. Who knows, the impressive space might even produce a convert or two.
Photos by Rhys Cheng.
This article fist appeared in Second Wind Magazine.
The same competitive pricing goes for the service centre, with the “Tune Up & Clean Up” especially a bargain; for $85 a customer gets a full drivetrain disassembly, clean and lubrication, as well as a thorough cleaning of the whole bike. Racks at the service centre full of finished bikes, many non-Trek, awaiting collection is a sign of a busy workshop.
The mechanic services don’t end there, as positioned outside the store next to a row of tables, chairs and an extensively stocked drinks vending machine is what Treknology 3 call its Bicycle Aid Station.
It’s essentially a do-it-yourself repair stand complete with a full set of quality tools, including allen kets, screw drivers, torque wrenches, a Presta/Schrader track pump that inflates to 160psi and crucially two sturdy, poles protruding from the main body, which act as a bike stand. The Bicycle Aid Station is firmly bolted to the ground and the tools are well secured.
“We’re didn’t just set up this business to sell more bikes, we want to support the community. We’re trying to make more people aware of the Bicycle Aid Station, so that if you’re in the city or have a mechanical early morning or at night, it’s good to know that you can come here,” said Azhar. “It’s open 24 hours, it’s not going to be closed, locked, put away, it’s bolted to the ground. And it comes at no charge, and you’re getting all quality tools, it’s all Park Tools, so you’re not going to damage your nuts, bolts and screws.”
That Bicycle Aid Station alone makes a trip to the new store worth a visit; joining one of Treknology’s two monthly shop rides, which start and end outside the showroom, could be a good opportunity to check it and the whole store out.
The Treknology 3 Premium Showroom @ Cuscaden could also make a good destination for cyclists out on Orchard Road with their non-cycling spouses for a mid-shopping break. Who knows, the impressive space might even produce a convert or two.
Photos by Rhys Cheng.
This article fist appeared in Second Wind Magazine.