The 1960’s were a time of significant momentum at United Cycle, with the third generation of Brooks family members joining the business full-time. During the 1960’s, Marv Holland Manufacturing phased out of the jersey business, and United Cycle’s team and club business rose to another level. They started supplying key athletic clubs, community leagues, and college and university teams with their uniforms and equipment. There was an aggressive growth of the customer base in hockey and ball. The upward swing in hockey registration and sales changed the philosophy of purchasing with higher quantities of products being ordered than ever before. There was more indoor ice available with The Gardens, U of A, South Side, Jasper Place, and Coronation.

Read more

Unlike hockey, bike sales were very slow during this period. Additional product lines included motorcycles, Ski-Doo snowmobiles, fishing, hunting, darts, archery, and model airplanes. United Cycle decided to discontinue fishing and hunting supplies by the end of the 60’s in order to accommodate hockey and motor products. During the 60s, United Cycle had an average of three staff members in addition to the three full time family members.


Iola Bots (nee Brooks) entered business full-time.


Wilf Brooks entered business full-time.

United Cycle entered motorcycle business (partly from the suggestion of a customer) as one of Deeley Cycle’s first Suzuki dealers in Canada. It was the beginning of United Cycle’s 40 year history with Suzuki, making the Brooks family the longest serving dealer in North America. Major motorcycle sub-dealers for United Cycle at this time were Woodwards, Eaton’s, and Zellers (two of which United Cycle has outlasted!).


United Cycle became a Ski-Doo dealer – a relationship which lasted until 1975 when the boom of motorcycles and the demand for more hockey chased them from the scene.

United Cycle purchased the Old Shragge Hardware building (10344 – 82 Avenue) and opened R & W Tool Town because Reg and Wilf both liked building. Reg was going to run the business, but after two years decided to stick to sporting goods and hobby farming.

1960s facts

  • Population of Edmonton: 300,000

  • Prime Minister: John George Diefenbaker

  • Average annual income: $5,000

  • Average cost of a bike: $65

  • Average cost of skates: $39

  • Skates sharpened: $0.50

  • Lawrence of Arabia was a top movie

  • Beverly Hillbillies and The Tonight Show premiered on TV

  • Trans Canada Highway was completed from Victoria to St. John’s