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Milwaukee's Daily Magazine for Wednesday, May 23, 2012

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In Marketplace

Aytan Luck opened Truly Spoken Cycles on Monday, Nov. 3.

In Marketplace

Truly Spoken has a small selection of used bikes for sale.

In Marketplace

Luck wanted to open a bike shop since high school.

In Marketplace

Truly Spoken Cycles is the only bike shop in Riverwest.

Truly Spoken Cycles rides into Riverwest


Aytan Luck got his driver's license on his 16th birthday and, for two months, he religiously drove a car. When Luck got into a car accident, he vowed to ride a bike instead.

Earlier this month, after years of riding his bike for transportation and recreation, Luck opened Truly Spoken Cycles, 833 E. Center St., in the space that formerly housed the kids' shop Mia Putia.

Luck is the sole owner of Truly Spoken Cycles, and he provides basic bike maintenance and repair. Also, he has a small selection of used bikes for sale. Currently, the stock includes cruisers, road bikes and a few kids' bikes. Luck bought the bikes from Corey the Bike Fixer, Craig's List and from a friend who moved to Arizona.

In the future, Luck may sell new bikes, but for now he's focusing on selling used cycles.

"I could make more money selling new bikes, but for now, I'm content with the way things are," says Luck.

Luck learned the skill and art of bicycle repair while working at Ben's Cycle, 1018 W. Lincoln Ave., and while volunteering at the Milwaukee Bike Collective and Plan B in New Orleans. Luck spent three months in New Orleans after Hurricane Katrina, helping to fix and distribute donated bikes to transportation-less residents.

Luck says he learned a lot about bikes and bike repair during long bike trips, too.

Since high school, Luck has gone on many bike adventures, and is sometimes on the road for one or two months. His first ride was from Milwaukee to Madison, and he later rode from Louisville, Ky. to West Virginia. Also, he toured many of the southern states.

During a bike trip in Florida, Luck and his fellow rider received help from a small bike shop called Truly Spoken. Luck remembered the name -- and the helpful owner -- when he opened his own shop and named it after the Florida-based business.

As a kid, Luck, now 25, grew up in Shorewood -- he graduated from Shorewood High School -- and he says living next to the Oak Leaf bike trail ignited his love for cycling.

"My family would take bike rides together in the summer," says Luck. "My mom rides her bike to work during the summer months."

Luck says he thought about opening a bike shop when he was in high school, and finally became convinced it was the right thing for him to do this year. He leased his current space in September, and opened the shop six weeks later, on Nov. 3.

Luck admits competition is stiff with six bike shops in the East Side / Shorewood / Whitefish Bay area. However, he says being the only bike shop in Riverwest is one thing he has going for his business.

"There are a lot of people in Riverwest who ride a bike as their primary form of transportation. A lot of people who just ride a bike and take the bus," he says.

The local response, so far, has been pretty good. Luck says he has not advertised yet, but gets a trickle of customers every day.

"I've already sold a few bikes," he says.


Talkbacks

trulyspoken | Nov. 9, 2010 at 1:25 p.m. (report)

To distortedskies: I am sorry there was a mechanical problem with the bicycle we sold you. I do hope you bring it back to us. We will be glad to fix the problem with the bottom bracket free of charge. I am aware of the Firenze history, but both personal experience and the information I can find indicates that the M505 was a nicer bike than the GL5000. It is on par with early schwinn mountain bikes, and our service puts it on par with or above any other $150 bike you can find (especially if that $150 includes our guarantee and free service). We work very hard to provide affordable bikes. They cost only as much as the work we perform, the parts we replace, and the price we paid.

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GSSamson | Oct. 30, 2010 at 10:43 a.m. (report)

I've known Aytan Luck for decades. His abilities, honesty and integrity are exceptional. I recommend Aytan and Truly Spoken Cycles without reservation.

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distortedskies | July 14, 2010 at 11:33 p.m. (report)

Not a fan of this shop, a few months ago I went in looking for a bike for commuting around town and I was sold a Firenze m505 mountain bike for $150. Now that I have learned more about bikes I know that I was seriously ripped off by this shop. These bikes were unable to pass U.S. safety standards and were only made available as promotional items. The bike was sold to me for $150 which well over twice these bikes are worth and what do you know... the bike crapped out on me now. The guy at the store said this was a solid well made bike that had been completely checked over. Well... now its not even working due to a failed BB. Do yourself a favor and stay away from this shop and find a more reputable place to do business with.

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littletinyfish | Nov. 20, 2008 at 11:02 a.m. (report)

There is a super nice Peugeot available for an excellent price. I would get it for myself, but I already have one. I also really dig that he's making tools immediately available to fix your bike yourself, instead of having to pay someone to do it. It's more about the community than about the profit. I wish him luck in these times of cold weather and low gas prices.

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snappyturtle | Nov. 19, 2008 at 9:56 p.m. (report)

I am already in love with Truly Spoken Cycles. The atmosphere is low-key. The owner is extremely knowledgable and friendly. And the prices are just right. You can get a good-as-new, fixed up, used bike for a fraction of the cost of what it would have been new. Welcome to the neighborhood!

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