CORTLAND After 10 years in academics, man switches gears to open bike shop

The store opened Wednesday.
By JAYME RAMSON
VINDICATOR STAFF WRITER
CORTLAND -- He has a master's degree in English literature and taught at the University of Akron, but the wheels in Michael Billock's mind revolved around something more.
After nearly 10 years studying and teaching English, the McDonald native decided it was time to take a risk and follow his passion by opening a bicycle shop.
He worked at bike shops during his college days and through graduate school, retaining ideas about bikes and shop operations.
When he began working in bike shops, he already had a vast knowledge about bikes and bike repairs. Growing up, he rode his bike everywhere.
Billock started seriously thinking about opening a bike shop a year ago. His Lakeside Bicycles opened here Wednesday.
"My main goal is that I want to have bikes for everyone," Billock said. "I want a kid to walk in and see a bike that he or she likes. I want a high-end road rider to come in and see a bike that he or she likes."
Incentives for customers
Billock said he is working toward establishing a partnership with his customers, offering incentives. When a customer buys a bike from Lakeside, the customer gets a year of free shop service and a 10 percent discount for the life of the bike on any accessories.
"I want people to become enthusiasts," Billock said. "To do that, you have to buy other things so that 10 percent discount will be helpful."
Billock said he has a complete line of bikes, from child to adult sizes and models.
His primary line is Specialized, which has been making bikes for around 30 years.
"I am also going to show a real commitment to high-end bikes," Billock said.
As an example, the made-in-Italy Bianchi bikes at his store retail for about $1,500.
The store will also carry mountain bikes and all-purpose "cross" bikes.
Billock will stock accessories such as shoes, clothing, helmets and other items.
Lakeside Bicycles is at 252 W. Main St. Hours are Monday through Friday, 10 a.m. to 8 p.m.; Saturday, 10 a.m. to 6 p.m. and Sunday, noon to 4 p.m.