How to Win Over High School Racing Teams (and Keep Them Coming Back)

From your friends at Tannus
Let’s be honest, NICA kids are hard on gear. They ride often, ride hard, and tend to test the limits of whatever setup they’re on. And that’s exactly why bike shops who understand this aren’t just making sales, they’re building loyalty for years to come.
We’ve chatted with shops, team coaches, and our own crew who’ve worked the trenches. Here are some killer ways you can not only sell to high school racing teams, but become their go-to shop.
1. Create a NICA-Specific Program
A discount is great, but a full-on NICA program? That's the next level! Shops like Mad Dog Cycles created a maintenance program tailored just for NICA athletes, knowing full well these riders need constant tune-ups, quick fixes, and honest advice.
Why it works:
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It saves parents money in the long run.
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It keeps bikes race-ready.
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It builds repeat visits and relationships.
You don’t have to reinvent the wheel. Offer discounted service packages during the race season. Throw in free safety checks before big races. Make it feel exclusive…because it is!
2. Be at the Races (with a Wrench and a Smile)
Timpanogos Cyclery and Bike Peddler in Utah sends a mechanic to every local race. That move alone made them indispensable to their teams. A wrench at the race isn’t just a helpful hand, it’s a walking billboard that fixes stuff and saves the day.
Pro tip: Don’t just show up, sponsor the team. Get your logo on jerseys, trailers, and tents. Let people know you’re in it for more than the transaction.
3. Support the Team with the Space They Need
Let’s talk about trying on jerseys. Coordinating sizes, orders, and returns is a mess if you’re doing it solo. Some shops open their floor space for size-try events or team meetings. You’re offering value beyond product and building serious goodwill.
Bonus points:
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Help facilitate gear swaps.
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Offer “gear check” nights before the season.
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Be the place where stoke lives before race day.
4. Offer Team-Specific Product Bundles
Curate products that make sense for racing teams. Think:
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Tubed armour liners and tubeless inserts (yes, we’re biased, but NICA riders wreck rims).
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Maintenance kits (brushes, lube, multi-tools).
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Gloves, hydration packs, and flat kits.
Bundle them, brand them, discount them. Make it easy for a coach or parent to say, “Yep, this is what every rider should have.”
5. Be the Shop That Gets It
This is more than just business, these kids are the future of cycling. Treat them like athletes. Respect their time, their hustle, and their goals. When you do that, you’re not just earning a customer, you’re building a community.
At Tannus, we’ve got deep respect for these athletes. We know the grit it takes to train, compete, and improve. That’s why we’re backing shops who back them, because that’s how this sport grows.
One thing we’ve seen and love? Some shops go the extra mile by prioritizing NICA bikes for race weekends, making sure these young riders have what they need when it counts most. Others host pre-race safety check nights, inviting kids to bring their bikes in for a once-over, helping them ride safer and giving parents peace of mind. It’s small stuff that makes a big difference.
Got ideas or stories from your local teams? Share them with us. We’re always down to highlight shops doing it right. Email us at sales@tannusamerica.com with your ideas.