Fill out our quick 12 question application.

The General Manager owns how Bici Victoria shows up across the shop floor, the service bay, and the local cycling community, with equal strength in team leadership, sales execution, and customer experience.

This role is responsible for translating product, merchandising, and brand priorities into a high-performing retail operation that hits revenue targets, builds an unmatched shop culture, and represents Bici x Broad Street Cycles across Victoria's cycling community.

You'll be a shop leader and a revenue driver: setting standards, hitting targets, writing schedules, coaching the team, and turning every customer into an advocate. In a fast-paced retail environment, this role balances strategy with hands-on delivery and cross-functional coordination.

Key Accountabilities:

Team Leadership & Culture

• Hire, onboard, and develop a high-performing team of mechanics, sales, and operations staff
• Create a fun, high-energy work environment where staff are motivated to excel and stay informed on the latest industry trends
• Set clear KPIs for every role and provide consistent coaching to help your team reach their potential
• Lead by example with punctuality, dedication, and high performance, you set the standard for the operation
• Manage scheduling, time-off, and bench strength through peak season

Sales & Revenue Growth

• Take full accountability for the shop's P&L, hitting monthly and annual sales targets
• Oversee a rigorous process for tracking sales leads, from initial inquiry to the final "new bike day" experience
• Partner with your team to optimize the floor for sales, featuring the right mix of:
• Hard goods (bikes, frames, components)
• Apparel and accessories
• Service and aftermarket attach
• Drive close rates, average order value, and service attach through staff coaching and process improvements

Operations & Tech Integration

• Maintain accurate stock levels and a seamless omnichannel experience in partnership with Bici's Product Team
• Leverage HubSpot to track customer journeys, manage follow-ups, and execute local marketing initiatives
• Continuously improve service department and sales floor processes for more efficient and outstanding customer experiences
• Align and implement operational consistency within a multi-location organization (Vancouver, Victoria, Langford)
• Own day-to-day shop operations including open/close, cash handling, and floor presentation

Customer Excellence

• Champion Bici x Broad Street Cycles in the Victoria cycling community through events, group rides, and shop initiatives
• Act as the final point of escalation for customer issues, turning potential negatives into positive brand experiences
• Ensure every visitor leaves recommending the shop

People Leadership

• Coach, develop, and provide feedback to direct reports across mechanics, sales, and operations
• Set clear expectations and improve output quality through structured review and simple processes

Strategic Outcomes (What ‘Good’ Looks Like):

• Monthly and annual sales targets are hit consistently with healthy margins
• Shop culture feels high-energy, accountable, and fun, turnover stays low and bench strength stays high
• Every lead is tracked and followed up on, from inquiry to new bike day
• Bici Victoria is the most recommended cycling destination on the Island
• Service and sales operations run smoothly with minimal customer friction
• The shop runs with ownership, accountability, and momentum

Skills and Experience:

• 5+ years experience in retail management, preferably within the outdoor or sporting goods industry
• Proven track record of meeting or exceeding sales targets with a "closer" mentality
• Strong leadership skills with experience hiring, coaching, and developing retail teams
• Experience with Shopify and the broader e-commerce ecosystem
• Experience managing complex inventory and inventory management systems
• Familiarity with CRM tools (HubSpot or similar) to drive customer retention
• Comfortable leading from the floor in a hands-on retail environment (you can direct and do)
• Strong organizational and communication skills
• Approachable leadership style with the ability to keep a team focused during the busy summer rush

Bonus (Nice to Have):

• Cycling background, roadie, mountain biker, gravel, or bikepacker
• Existing connections in the Victoria cycling community
• Experience opening, scaling, or transitioning retail locations
• Background in service department operations or bike mechanic experience
• Interest in revenue-driving brand and community initiatives (events, group rides, partnerships)

Position Title: General Manager
Location: 1419 Broad Street, Victoria, BC
Position Types: Permanent Full-Time (37.5 hours/week, some weekend availability)
Manages: Full shop team of mechanics, sales associates, and operations staff (typically 6-12 direct reports through peak season)
Compensation: $60-80k, plus bonus program

You'll be responsible for how Bici Victoria runs day-to-day across sales, service, and the floor. That includes hiring, coaching, and setting the cultural standard, plus the schedules, KPIs, and habits that keep a high-energy team firing through peak season.

From new bike day to high-margin attach, you'll own monthly and annual targets across hard goods, apparel, service, and accessories—turning every lead into a sale and every sale into a story. The goal is simple: hit the number while making the shop one customers rave about.

You'll champion Bici x Broad Street Cycles in the Victoria cycling community and work closely with our Product, eComm, and sister-shop teams. Group rides, events, clean handoffs, and shared standards keep the shop connected to riders and to the broader Bici operation.