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Meet Ryan Morse of Diablo Wheel Works in West LA

Today we’d like to introduce you to Ryan Morse.

Ryan, let’s start with your story. We’d love to hear how you got started and how the journey has been so far.
After 20 years working in bike shops as a mechanic, wheel builder and service department manager I wanted to try making a go of it on my own, on my terms.  I started to build a shop in my home, knowing that it would help to create the atmosphere I was after and foster the relationships based on trust that is vital to this type of business.  What I do requires a great deal of trust between myself and whomever I am working with and welcoming that person into my home just made sense.  Along the way, my reputation in the bicycle industry provided me with connections to vendors and manufacturers that can provide me with all the parts needed to get my clients anything they want.  Those relationships eventually brought Seven Cycles to contact me and offer me the ability to be a Seven dealer in Los Angeles.  Being a custom wheel builder primarily, having access to Seven’s world renowned custom bicycle frames has been icing on the cake.  Having been in this business as long as I have I know that the way clients interact with their bike shop has changed, I hope to differentiate myself by offering the most complete, personal and attentive bicycle shop experience I can.

Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
Being a non-traditional bicycle shop has made access to certain brands or vendors difficult, the industry at large has been slow to adapt to the changes happening in the way people buy bicycles and accessories.  Many companies embrace what we are doing and see the future in service focused and specialty retailers like Diablo Wheel Works.

Diablo Wheel Works has also struggled to gain exposure, not being on Main street means that I do not get the benefit of foot traffic and the business that comes with it.  So far my clients come to me because I have done work for them in the past or from recommendations from clients both new and old.

Please tell us about Diablo Wheel Works.
Diablo Wheel Works is a bicycle service center and specialty retailer of Seven Cycles and custom built wheels.  I am known for my no-nonsense and direct approach to solving bicycle related problems, my attention to detail in building wheels and servicing bicycles and being an attentive service technician.  I am most proud of the way in which my client base has grown, it has been through both my reputation of doing quality work and referral by my customers.  What sets Diablo Wheel Works apart is our location, our level of service and that I welcome each and every customer into my home.

If you had to go back in time and start over, would you have done anything differently?
I don’t think I would change a thing.

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