Today we’d like to introduce you to Clark Butcher.
Hi Clark, thanks for joining us today. We’d love for you to start by introducing yourself.
I started Victory Bicycle Studio in 2010 with about $7,500, a small 550-square-foot space, and a whole lot of belief that a bike shop could be more than just a place to buy a bike. While I started working in bike shops at the age of 14, I didn’t come from a big retail background or have some master plan—I just loved riding, loved people, and believed that if we focused on relationships first, the rest would follow.
In those early days, it was everything—sales, service, sweeping floors, learning as we went. What set us apart early on was simple: we cared. We wanted customers to feel seen, supported, and excited. Not sold to—welcomed in.
Fast forward to today, and Victory has grown into something I’m incredibly proud of. We’ve sold well over $30 million in bikes and gear, built bikes for Olympic athletes, and helped thousands of riders hit goals they never thought possible—from their first 10 miles to finishing 50-mile rides, 100-mile rides, Leadville finishes, Ironman Finishes, and so much more.
But what matters most hasn’t changed.
We’re still a small business at heart—supporting families, building community, and showing up every day with energy and intention. We’ve expanded nationwide through e-commerce, partnered with some of the best brands in the world, and continue to evolve—but we’ve never lost that original mindset:
We don’t want a transaction. We want a relationship.
Because at the end of the day, bikes change lives—and we’re lucky enough to be part of that every single day.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
Not even close—and honestly, that’s been the best part of the story.
Oh man—yeah, it’s definitely not been a smooth road. It’s been a wild one.
I opened Victory Bicycle Studio in 2010, and 28 days later… the store burned down. Completely. Before we even had a chance to get our feet under us, we were starting over. That moment either ends the story or defines it—and for me, it lit a fire (no pun intended) to rebuild stronger and more intentional than before.
From there, it’s been a constant cycle of growth and challenge. We fought through the early years like most small businesses—figuring out cash flow, building trust in the community, learning everything the hard way. Then fast forward to the pandemic, which brought a whole new level of chaos. Demand went through the roof, but supply chains were completely broken. It was one of the most stressful, fast-moving seasons we’ve ever experienced—trying to serve customers at a high level while navigating something no one had a playbook for. But hey, it worked out, and changed our lives forever.
And just when you think you’ve seen it all…
We opened our second location in Asheville, North Carolina—an exciting next chapter for Victory—and 34 days later, a hurricane rolled through and shut it down. Again, another moment where you’re forced to ask, “Are we built for this?”
But here’s the thing—those moments are the story.
They’ve shaped how we lead, how we serve, and how we show up for our customers and our team. They’ve taught us resilience, perspective, and how to stay grounded when things get uncertain.
So no, it hasn’t been smooth—but it’s been real. And every one of those challenges has made Victory stronger, more focused, and more committed to the people we serve.
As you know, we’re big fans of you and your work. For our readers who might not be as familiar what can you tell them about what you do?
At the core, I’m an entrepreneur—I always have been. I’ve got a bit of an addiction to building, improving, and pushing things forward. I’ve always carried the mindset: if I think something can be done better, I’m going to try. That applies to everything—service, product selection, customer experience, follow-up—all of it. I genuinely believe nothing is ever “done,” it can always be improved.
That mentality is how I approach everything at Victory Bicycle Studio.
My background is with high-end bicycles and custom builds, but more importantly, I focus on the experience around them. From the first conversation to delivery—whether that’s in-store or White Glove delivery across the country—I want the process to feel seamless, exciting, and personal. I don’t just want to sell someone a bike—I want to help guide them into the right setup for how they actually ride and live.
Where I think I stand apart is the combination of that relentless improvement mindset with my marketing background. I’m constantly looking for new ways to connect with people—whether that’s locally through events, group rides, and clinics, or nationally through our growing YouTube channel and e-commerce platform. I’m not waiting for customers to find me—I’m going out and telling stories, showcasing products, and creating energy around the sport.
I’m always asking myself: how can I make the customer experience better.
What I’m most proud of, though, is the community I’ve been able to build. The riders who started with me not knowing how to clip in and are now completing 50-mile rides. The friendships that have formed. The team we’ve built. The trust people place in me—not just for a purchase, but for their time, their goals, and their experience.
At the end of the day, there are a lot of places to buy a bike.
I’ve worked really hard to build something that feels different—and that difference comes from never being satisfied, always pushing forward, and genuinely caring about the people I serve.
Are there any books, apps, podcasts or blogs that help you do your best?
One book that has had a massive impact on me is How to Win Friends and Influence People by Dale Carnegie. I read it almost biblically, and it’s something I come back to often. In fact, I give a copy to every one of my customer-facing employees. At the end of the day, this business is about people—and that book is a masterclass in how to communicate, connect, and build real relationships. (Just ask my friends at Burkes Books in Midtown! I buy 5 copies of that book at a time!)
Beyond that, one of the most important “resources” for me isn’t an app or a podcast—it’s the people I surround myself with.
I’ve learned that being a leader can be one of the loneliest positions. You’re making decisions, carrying responsibility, and constantly pushing forward—and if you’re not careful, you can end up doing that in isolation. So I’ve been very intentional about building and maintaining a strong circle of supportive friends and mentors. People I trust. People who will challenge me, encourage me, and give me honest feedback.
Having that network—people I can bounce ideas off of, talk through challenges with, and grow alongside—has been critical not just for my business, but for me personally.
Because at the end of the day, no matter how driven you are, you’re better when you’re not doing it alone.
Contact Info:
- Website: https://victorybicyclestudio.com
- Instagram: https://www.instagram.com/victorybicyclestudio
- Facebook: https://www.facebook.com/victorybicyclestudio
- Youtube: https://www.youtube.com/@victorybicyclestudioMemphis
