A favorite shop among avid Memphis bike riders for a long while now, Victory Bicycle Studio, will become part of a bike shop duo when owner Clark Butcher finally decides upon the location of its sister store. The only difference is – Butcher plans to open a store geared towards a completely different customer base next time.

Butcher has gone on the record stating that, “we don’t have any interest in selling to somebody who only wants to ride their bike on pretty days and then hang it up after that. I’m not going to dog any other shops or the bikes they carry. We all love bikes. The difference is Victory loves the bike business. We want to keep you fired up through exclusive customer events, nutrition clinics, and maintenance. We have the complete agenda to hook you into this sport.”

While the pioneer store targets mainly cycling aficionados, the new store will aim to cater to families at a much more affordable price. However, in order to ensure that the Victory Bicycle Studio’s name keeps its integrity, the new location will take on a unique name of its own.

In the midst of packing and moving to a new location three times in a row now – only to have the contracts fall through – Butcher has not given up hope. He proclaims his commitment to adhering to his original agenda by stating that, “I could be like every other bike shop. I could do my entire concept and Victory all in the same space. But I’d be like every other bike shop out there.”