MJM Ebikes: More Than Just a Ride

When I walked into MJM E-Bikes it felt less like stepping into a bike shop and more like being welcomed into a community.

I sat down with owner Murray McDonald (in blue), and Joey L’amarca (in black), the store manager, to get some insight on what drives their business.

From the outside it’s a bike company. What was inside is a company that is so much more than a store that sells electric bikes. They are a people first business, every day their goal is to help individuals get more active; spend more time with their family, and even regain some independence in their lives.

Educate First

Buying an e-bike is a big decision, the technology behind them being more complex than a regular bike, this is why MJM has made providing a solid knowledge base their priority.

“When you are buying a product that is thousands of dollars, the customer needs to be educated on it. They need to understand it, and the more in-depth understanding they have, the more they will enjoy and get the most out of their bike,” says Joey.

“I have found that I really enjoy talking to people and explaining our bikes. From batteries to motors there are all sorts of things we can educate on, and I have found that to be very rewarding,” Murray added.

I could see both Murray and Joey light up when talking about that moment a customer takes their first ride and feels the motor kick in. “When they first try the bike, the grin they have, the child like joy and wonder, its a really nice thing to get to see all the time” shared Joey.

Their approach is simple: be helpful, be honest, and let the bikes speak for themselves.

Joey stated “It’s a good feeling when you see the lightbulb click for people. You feel like you’ve communicated well and done your job right, and you know the customer is going to enjoy the product a lot more.”

So, What Is an E-Bike?

At first glance, you think this is just a bike with a motor on it. But as I quickly learned, it’s much more than that.

Joey offered the sentiment “These bikes are designed to bring the fun back in to riding for anyone wanting to go further, ride more, and see more”

He then went on to share the story of a customer they had recently, interested in one of their 3 wheelers. This individual had suffered from a stroke and lost control of one side of his body. In this situation using a regular bike is impossible. With their electric trike it allowed this person to still get outside and spend time with their family and friends in a way that would not be possible otherwise. Joey recounted that “being able to give him the opportunity to do that, give him back some of that freedom he lost is amazing.”

But an ebike is not just for those who can’t ride a regular bike anymore. “You can get a good workout on them. The motor is there with the intention to help you when you need it. It is there to help you at the end of your ride when you want to go a little further, it helps you avoid pushing yourself to the point where it isn’t enjoyable anymore, or where you may hurt yourself,” Joey said.

He added that “having the option to use the motor or not is something that is often misunderstood, in reality it is up to the rider on how the motor is used.”

A Community on Two Wheels

One of the most unique things about MJM is their commitment to building a community.

“We are all here for the same reasoning, we enjoy the same thing, we enjoy riding together, and hanging out together. Being able to talk with people that share the same interests makes everything a lot more jovial, and good environment to be around,” Joey shared.

MJM participates in local community events, host free monthly group rides (no, you don’t need to own one of their bikes to join), and welcome customers to pop in, say hi, and have a coffee.

Murray provided insights on their monthly group rides, “It’s a social event, we typically meet at the store, go through different districts of Calgary with stops for socializing and photo opportunities. You don’t need an mjm bike, in fact half the people who join don’t have mjm bikes. The ride ends at the store where everyone enjoys a drink and snacks afterwards. It’s a great social event for anyone to come and enjoy the ride.”

What it takes

Operating an e-bike shop is not all fun rides and sunshine.

Murray said, “Running an e-bike store is even more complicated than a typical bike store. We have everything a regular bike store has, but there is that additional component of the whole electrical system that is involved. What that means for us is that our service people must know not just the mechanical side but how to troubleshoot the electrics and get the bike going.”

Joey spoke on the intensity of running a busy shop, “When you get put in situations where it’s high stress, everything is busy and needs to get done, customers coming through the door, you need to be able to think outside the box, keep your composure, and handle any situation while still being professional with it all. This is something that surprises me still, that I am able to handle even when you think things are going off the rails.”

Murray wraps up the interview with what is at the heart of their operation, you can see it in everything that they do, and what has been their key to growing this business.

“You’ve got to love your customers. You’ve got to stay positive, accept criticism, be willing to accept the bad along with the good. If you can’t work with a customer, then it doesn’t matter how good your service department is, how many accessories you offer, or how great your bike is. At the end of the day you’ve got to like people.” — Murray McDonald

Final Thoughts

MJM E-Bikes is about helping change the way people move, feel, and connect with the city, with others, and with themselves.

They are widely considered as one of the best shops in the city for servicing e-bikes of all kinds, and with a wide selection of parts and accessories they are well equipped to handle any request that walks through their doors.

Whether you’re a seasoned ebike rider or just e-curious, a visit to MJM might just change how you think about biking.