Memphis Daily News

RIDE LIKE ELVIS: Lew Elliott stands beside a replica of the three-wheeled Super Cycle that he and his brother, Ron Elliott, built for Elvis Presley. The brothers have operated Super Cycle at 624 S. Bellevue Blvd. for almost 38 years. -- PHOTO BY TOM WILEMON

Memphis Daily News

Super Cycle Finds Longevity in ‘Easy Rider’ Fad

Monday, October 20, 2008, Vol. 123, No. 205

“We’ve enjoyed good success. A lot of that is due to the fact that Ronnie and I work as a team for a common purpose.”
Lew Elliott
Co-owner, Super Cycle

SUPER CYCLE
Address: 624 S. Bellevue Blvd.
Owners: Lew and Ron Elliott

The real bikers go to Super Cycle, says loyal customer R.K. “Blue Foot” Wimbley.

“You’ve got real bikers and you’ve got the Rolex rowdies,” he said. “Your real bikers don’t go to the Harley shop if they are riding older bikes, because the Harley shops don’t have the stuff for old bikes, like a shovel head. All they got is the new stuff.”

Stands test of time

Walking into Super Cycle at 624 S. Bellevue Blvd. is like going back into time. It looks the same as it did when Elvis was a customer, and it even has a motorcycle museum in the back. Super Cycle has survived for almost 38 years because of the dependability, adaptability and frugality of its owners.

Brothers Lew and Ron Elliott, along with another partner, opened the motorcycle parts and custom service shop in 1971 back when everybody wanted to follow in the footsteps of Dennis Hopper and Peter Fonda in “Easy Rider.” Motorcycle parts were in such high demand they were scarce.

“Ron and some other partners wanted to start a business in order to get parts,” said Lew Elliott. “At that time, you couldn’t get parts you wanted customized.”

They had $2,700 worth of merchandise when the store opened in January 1971, which was supposed to be a slow month.

“It was gone in two weeks,” Elliot said. “At that point, I bought into the store.”

The brothers made a business trip to California and arranged to purchase parts directly from the manufacturer so they could make sure their shelves stayed stocked.

“We were able to get products when other people couldn’t,” he said.

At the height of the motorcycle craze, there were 10 people working in the store.

“I figured it was a fad, and it was,” Elliott said. “It quit like in 1973 or 1974 and leveled out for a good while. Then it pushed back up again, and it’s holding steady now.”

Saving money

One of the secrets to the business’ long-term success is reducing overhead.

After leasing the building for two years, the business owners arranged to buy it from its owner, Lit Refrigeration. The owner financed the loan at a 7 percent interest rate when banks were charging 10 to 12 percent. The Elliotts paid off the note in five years.

“You don’t have to make as much money if you’re not paying rent,” Elliott said.

The brothers also bought out the other partners within a few years of starting the business.

Super Cycle established a reputation for dependability. Wimbley said he’ll never forget the time Ron Elliott came through for him when he was in a bind.

“I rode to Tulsa to a party, and I had put a belt drive on the front of my bike and it broke,” he said. “Nobody in Tulsa had one. I called Ron. They had one, and they sent it to me. There was no UPS, and there was no Federal Express back then. They put it on a Greyhound bus. It took three days to get it so I partied for three more days in Tulsa before I got to go home.”

Elvis Presley also was a customer.

“When Elvis came in, he came in because of the three-wheelers,” Lew Elliott said. “He had seen one we built.”

Presley bought a customized Super Cycle and kept doing business with the brothers.

“He called once three days before Christmas and wanted a golf cart made for Lisa Marie,” he said. “We stayed here for 24 hours painting it and sanding it. We painted it baby blue pearl. Elvis was just ecstatic we got it done.”

Years later, the brothers restored the golf cart, a Jeep, snow mobile and other big toys, except for the cars, now on display at Graceland.

Teamwork

The Elliotts have learned to adapt according to the needs of their customers.

“We make all kinds of cables from lawnmowers to throttle cables,” Lew Elliott said. “We even made them for a blimp. We also made them for a helicopter.”

From time to time, new business owners walk into Super Cycle for advice. They don’t always like what they hear.

“Keep your spending within your means,” Elliott said. “That’s the biggest problem with any small business starting up. They start spending at the rate of money coming in not thinking they’re going to have a downturn.”

However, the biggest reason for the longevity of Super Cycle probably is the stable family partnership.

“We’ve enjoyed good success,” Lew Elliott said. “A lot of that is due to the fact that Ronnie and I work as a team for a common purpose.”