Family operation is Canada’s go-to stop
This article originally appeared in the August issue of Powersports Business.
A family‑owned business since 1969, Zdeno Cycle has established itself as one of Canada’s premier motorcycle parts and services outfits. And since taking over operations, Linda Reinhart has carried on her uncle’s legacy by expanding services, diversifying product offerings, and strengthening its reputation in the community.
It was more than 55 years ago when Zdeno Syrovy, a championship motocross racer who immigrated to Canada from Czechoslovakia, first opened Zdeno Cycle.
Like her uncle, Reinhart’s passion for motorcycles started at a young age. She says that as soon as she was old enough to work on machines, she found every opportunity she could to get out of school and go to her uncle’s shop.
“I was literally brought up in this world, where a Honda crate was my playpen,” Reinhart says. “My parents wanted me to go to a university, and I said ‘absolutely not. This is where I want to be. This is what I want to do.’”
Reinhart has worked fulltime at Zdeno Cycle since 2005, as soon as she turned 18, and hasn’t left since. When Syrovy — a 250cc national motocross champion and Canadian Motorcycle Hall of Fame inductee — retired, Reinhart’s parents controlled the business before, eventually, Reinhart took over the reins.
Zdeno Cycle expands service
Since Reinhart took over operations, Zdeno has evolved into more than a simple parts and repair shop. Under her leadership, Zdeno is now a multidivision business that includes one of Canada’s largest motorcycle parts stores. It’s also taken on several additional revenue streams, diversifying the business and making it a community attraction.
The hallmark of Zdeno Cycle is its massive inventory of motorcycle parts. Stored in a three‑story, 10,000‑squarefoot warehouse.
It also features an accessories storefront, a full-service maintenance center, and a motorcycle graveyard that sits on over an acre of land, storing damaged and used-bike carcasses. The shop services every type of motorcycle and specializes in disassembling the four Japanese brands. The store also sell used units, but a majority of Zdeno’s revenue is generated from its parts and services department.
A recent addition was Reinhart bringing in a seasoned Harley technician into the business, which resulted in a significant uptick in service revenue and made Zdeno a trusted hub for Harley riders, clubs, and enthusiasts across Ontario.
Dubbed “The Tire Queen,” a nickname passed down by her father, “The Tire King,” Reinhart has recently increased tire sales by 15% year‑over‑year. She also launched Café 69, an on‑site coffee shop that has already hosted multiple rider meetups and knowledge‑sharing events, creating long‑term value through customer loyalty and engagement.
“We have a pretty unique destination shop. We do everything here except for selling brand‑new units.”
Zdeno also recently became an authorized STIHL dealership and does small engine repair.
“We’ve had the STIHL line for six years and every year it’s growing more and more. We had to diversify a little bit because up here, half of our year is winter, and when business is slow, I don’t like to lay my guys off, so working on snow blowers during the winter helps keep the wheels rolling,” Reinhart says, adding that she also keeps a heated 10,000‑square‑foot facility for motorcycle storage during winter months.
Adapting to a changing demo
New riders are definitely a different breed, Reinhart says, with different behaviors than the older generation. But although a majority of Zdeno’s customers remain traditionalists, the business is making a conscious effort to attract young riders, who favor shopping online over in a store — whether it’s researching a product or buying over the internet.
“We really try to reach out to each person to stress the importance of brick‑and‑mortar stores, because those are the places that service your machines.”
She said she takes time out to educate new riders; convince them there are some things — like a motorcycle helmet — that shouldn’t be purchased online. Try to flip them from shopping online to coming into the store.
“We try to give them tips on safety and maintenance and just try to go above and beyond to have them keep coming back.”
But despite encouraging the new generation to steer away from online shopping to a more community-based, in‑store experience, Reinhart has catered to the young crowd by integrating a complete overhaul of Zdeno’s online business model, ensuring that the company’s vast inventory — literally millions in parts — is accessible to riders across Canada and the U.S.
Another change Reinhart sees is on the maintenance side, with older carbureted models being replaced by newer electronic fuel‑injection bikes. However, the change has been beneficial to business. Having serviced bikes since a young age, and with other experienced technicians, Zdeno has the versatility to work on a wide range of older and newer models.
“The older generation is phasing out, and a lot of people don’t know how to work on carbs, and we have two mechanics that eat, sleep and breathe that stuff,” she says. “That’s why we’re so popular with service, because we do such a wide range of bikes, from really old bikes to the new Harley stuff.”
A woman in a male‑dominated industry
As an expert in motorcycle parts and services, one thing Reinhart admits is still hard to escape from is being a woman in such a male‑dominated industry. Despite her experience, she still deals with the typical stereotypes. Reinhart’s boyfriend, who also works at Zdeno, is often initially approached by first‑time customers who are looking for obscure parts or service advice. However, after talking with Reinhart and being exposed to the wealth of knowledge she holds, it doesn’t take long for them to realize she knows her stuff.”
“It’s a struggle every day. If the customer knows me, they know that I know my stuff. But for that rough, tough Harley guy who might not know me, it can be a struggle. But my knowledge puts them in their place, but in a nice way. I’ve had to handle these hurdles every day to get where I am.”
