Highland Cycles opened its door in March 2007. The business is located at 5068-A N. Townsend in Montrose. Highland Cycles provides quality service, education, parts and accessories, and fun family events for motorcycle enthusiasts.

Owner Morgan Spradling says, “This is not a shop owned by just a business person who only understands the bottom line. I eat, sleep, and breathe motorcycles and every one of my employees is an avid rider.  I believe that is the way it should be!”

Spradling’s parents passionately hated motorcycles, which, as a kid, naturally made him want one even more. After high school, he moved to Colorado and bought a 1979 Vespa to toot around Ft. Collins. However, it was when he made a move to Gunnison and purchased a TTR250 that his life changed forever. He was addicted to his cycle and rode every minute of the day that he had time. He learned how to work on his own bike after a flat in the middle of nowhere on a Sunday forced his hand.

He got his motorcycle service training and how to run a small business at both Gunnison Motorsports and Sun Sports in Gunnison, Colorado.

Montrose Business Times: What was the hardest thing about starting your business?

Morgan Spradling: I found it difficult to transition from employee to owner. Suddenly I had to worry about money, bookkeeping, marketing, employees and so much more.

MBT: What has changed since you opened your doors?

Spradling: Everything has changed! In particular, how we advertise is so different from when I first started. Social media wasn’t even really a thing back then, but now, how we get business and leads is all about being present on social media. In addition, the costs of doing business has gone nuts.

MBT: What is your biggest challenge in your industry these days?

Spradling: My biggest challenge is competing with online retailers for parts. The hands-on work of motorcycle repair hasn’t changed over the years, but many clients may baulk at the price of a part, purchase it online, and then expect us to install it. Unfortunately, part of our business model is making a bit of money on those parts. To combat that, I emphasize the advantages of the personal connection with us … the convenience of one-stop service and ease if a part needs to be exchanged.

MBT: What advice would you offer a new business owner?

Spradling: Go slow. Don’t go in too deep, financially. I went in deep and borrowed a lot of money to get my business up and running. It cost me a lot and I struggled to pay back those loans. It made my life very stressful as a business owner, husband and father. Grow slowly and carefully to avoid that kind of stress.

MBT: What types of fun family events do you offer?

Spradling: We do things like supercross watch parties and ride parties on Thursday nights throughout the summer in different locations in the area. We invite all riders to join us.

MBT: What is it that you love about being on a motorcycle?

Spradling: Because riding a dirt bike takes so much focus to stay safe, it removes every other thought, worry, or stress from your life while you ride. It’s a great way to forget your cares and focus only on the trail in front of you.

MBT: What was the most beautiful spot you’ve visited on your cycle?

Spradling: Sunrise in Baja Mexico is about as beautiful as it gets. You get the ocean and a backdrop of the desert and the mountains beyond.

MBT: What’s your favorite place to ride on the Western Slope?

Spradling: My favorite spot on the Western Slope on a dirt bike is sitting on top of a big adobe hill (near the edge of the Gunnison Gorge) because you see the entire Uncompaghre Valley, the agricultural fields, the town, and beyond that the backdrop of the San Juans, the Uncompaghre Plateau, the Grand Mesa and more. It is a stunning sight and is truly indicative of the area that I love.

Jen Wolfe is a freelance contributor for the Montrose Business Times.