The 1990’s brought United Cycle to a crossroads. The customer base and available products were increasing, but they had run out of room and parking options on Whyte Avenue. A new store built on an empty lot four blocks away provided the solution. This building was designed to sustain the 70 years of history they were taking from Whyte Avenue. The first businesses to move into the old United Cycle building on Whyte Avenue were The Bagel Tree, Le Papier, and Sam the Record Man.
Business in the nineties offered many challenges. United Cycle’s plan met the challenge with a larger facility to offer consumers competitive pricing and a comfortable, service oriented, reliable place to shop. The project was “Alberta Made,” led by many family members. All contractors, trades, designers and workers were local talent; putting their best feet forward to see this community project come together. The new store added NHL clothing and licensed products, institutional sales, volleyball, basketball, and curling. They moved with 25 staff and quickly expanded to 45. By the end of the 90’s when they opened their bicycle store, they had 75 staff. It was a time of great momentum and growth, learning to do business on a larger scale. Staff and management had to hold on for the ride! There was steady expansion of in-lines, ball, soccer, and team sales with hockey and bicycles continuing to lead the way.
There was increased partnering within the community including the River Valley Parks and school board outdoor pursuits programs, the in-line demo van program, significant involvement with the bicycle helmet campaign, Sport Central, Kid’s Safe, and Safety City. There was significant change on Whyte Avenue with bars and pubs becoming prominent instead of just shopping. The fourth generation of the Brooks family was now joining the business full-time in the 90’s with fresh legs and new ideas.