Lecarrow bike shop ‘proud’ of reputation earned over 10 years

In an era when many consumers have been swapping shop windows for browser windows, the retail core of Athlone, and other towns, has been in a struggle to remain vibrant.

But behind it all, some long-standing traditional traders are quietly keeping their crafts alive, adapting to the changing times without abandoning what defines them. Loyal customers return to these traders for something the internet can't replicate: experience, trust and a personal connection built over years, even generations.

In this series, REBEKAH O'REILLY speaks to some of these traders. This week, we talk to DERMOT KELLY, who has seen what started as a bicycle repair business expand into a trusted local shop.

Based in the Athlone area for over 35 years, Dermot Kelly is an avid cyclist and member of Lecarrow Cycling Club. He established Lecarrow Bikes ten years ago in the South Roscommon village, which sits on the N61 route between Athlone and Roscommon town. The business started out by focusing on straightforward repairs, including fixing punctures, servicing children’s bikes, and helping families to keep older bikes on the road.

“From the beginning, the goal was to provide affordable bikes and dependable repairs to people in our local rural community,” he said.

“Over the past decade, the business has grown steadily through word of mouth and repeat customers. What started as a small repair-focused operation has developed into a trusted local shop selling quality bikes at competitive prices, while still keeping repairs and servicing at the heart of what we do. That repair culture has remained strong.”

The Lecarrow-based man credits the local cycling commuity for the success of his business, noting that they supported him from the beginning.

In an era of large retailers and online sales, Dermot believes that “trust, service, accountability and value for money” is what encourages customers to keep supporting local.

“Competition has grown with large retailers and online sales, but servicing, advice and aftercare remain essential, and that’s where an independent shop adds real value. When customers come into a local shop, they deal with someone who stands over the work and the product.

"We also contribute to the circular economy in a practical way, repairing bikes, restoring older models, and helping customers get more years out of what they already own. That hands-on service simply can’t be replicated by an online seller. There’s a strong sense in rural Ireland of supporting local enterprise. People understand that when they support a local business, they’re investing back into their own community.”

He said that over the past ten years, demand has expanded, and the business has made some notable changes, with people becoming increasing conscious of value and sustainability.

“Many people now prefer to repair and maintain a bike rather than replace it, extending the life of products instead of discarding them. There’s a noticeable shift in awareness around climate change and sustainability. More customers recognise cycling as an environmentally-friendly alternative to short car journeys. Even in rural areas like ours, people are increasingly conscious of their carbon footprint and the health benefits of active travel.

"Bike technology has changed dramatically. Modern bikes are lighter, more durable, and more specialised. Electric bikes have opened cycling up to a wider age group and ability range, which is very positive."

“There are many simple but meaningful moments,” Dermot said when asked about his impact on his local community and the memories they've shared, “helping a child learn to ride confidently, getting someone back on a bike after years away, or doing a quick repair so someone can commute or get to school”.

He said the Covid-19 pandemic stands out to him as an “incredibly rewarding” time where he could really support his customers and his community.

“The shop was exceptionally busy. With restrictions in place, people turned to cycling for exercise, fresh air and a sense of freedom. Families were looking for ways to spend time outdoors together, and many people dusted off old bikes that had been sitting in sheds for years.

“It was a challenging time in many ways, but it was also incredibly rewarding. We were able to keep people active, support mental wellbeing, and repair and restore a huge number of older bikes, which really highlighted the importance of the circular economy in action. Seeing the community rediscover cycling during that period, and knowing we played a small part in that, is something I’ll always be proud of.”

Dermot said he believes the “future is bright” for Lecarrow Bikes, and other local businesses who champion sustainability and the health of their community.

“Independent bike shops will continue to have a role as long as they focus on service, expertise and community engagement. People still value honest advice and local knowledge.

“Cycling aligns closely with growing awareness around climate change, health and sustainable living. Even small changes, like choosing a bike for local trips, can make a difference.”

Dermot said that long-term customer relationships are the backbone of his business.

“Some of the children whose bikes we repaired when we first opened are now teenagers coming back for upgrades, which is very rewarding," he said.

“Long-term relationships are hugely important. Trust takes time to build, especially in a rural area, and we’re proud of the reputation we’ve earned."