Maui Sunriders

Maui Sunriders: In the wake of the devastating 2023 wildfires that engulfed Maui, local businesses have faced unprecedented challenges.

Among those affected is the Maui Sunriders Bike Shop, owned by long time adventure guides and founders of Le Grand Adventures — . ASJ covered Jeff and Crystal when they were guiding and living in California. We got to chat with Jeff about the challenges of the recent fires and his hopes for the future of Lahaina.

ASJ: Why did you decide to come to Maui and buy a bike shop?

>Jeff: We had been visiting Maui for just over ten years and knew at some point we would live out here. I had always dreamed of owning my own bike shop, and when we found the opportunity to buy Maui Sunriders in Pā‘ia, we saw it as a perfect addition to our existing global adventure tour business. We liked that Maui Sunriders Bike Shop had been in business since 2001. Within two months of acquiring the shop, we sold our property in Truckee and were invited to  race in the Giro d’Italia. It felt like destiny!

ASJ: Can you tell us more about the role of your shop in the local outdoor adventure community?

>Jeff: The Maui Sunriders Bike Shop in Pā‘ia has been around since 2001. We provide bikes, gear, and expertise for a wide range of outdoor activities, including mountain biking, road cycling, and even adaptive cycling. Our shop has been integral in promoting outdoor recreation and sustainability on the island.

ASJ: How did you expand from one to three shops?

>Jeff: We were shut down for eight months during COVID. Maui had some of the strictest regulations in place in the US. While bike shops on the mainland were seeing record sales, Maui was closed to tourism which is 95% of all business out here.

We did a lot of research around the island during this time and had heard from many locals the need for a better local shop and one that reflects the current shops you would see on the mainland or in Europe. We realized the need for local bike shops and expanded our Pā‘ia shop to cater more to the community.

This led to the opening of shops in Kihei in January 2022 and Lahaina in December 2022, offering quality bikes, service, and community involvement.

ASJ:  Your Lahaina store looked beautiful. It’s a great tragedy that it’s been destroyed. Is there anything you learned in running the location that might improve a redesign?

>Jeff: Thank you! This was a dream build for us. Not only did we remodel a historic building one block from the ocean and Front Street, but our team brought over 100 years of bike shop and industry experience to build a quality shop. If we could rebuild it tomorrow, we would do it all the same as it was literally perfect.

ASJ: Have you been able to keep all of your staff employed?

>Jeff: Unfortunately, we had to lay off some downhill tour guides due to the decline in tourism. Luckily, we have the other two shops on the island and have been able to retain a majority of our shop staff. In some  cases, we were overstaffed, but wanted to do our best to support our employees. The Maui unemployment system is overwhelmed, with people still waiting for unemployment benefits from the August 8th fires. Despite donations, the assistance process for affected individuals and families has been slow.

ASJ: How has the process been for your insurance claims and assistance?

>Jeff: On-site inspections are essential to finalize insurance claims and receive SBA/FEMA assistance. Unfortunately, these inspections have only just started in Lahaina, creating delays in the recovery process. As a result, many businesses have closed permanently, and those trying to survive are exhausting their savings and laying off employees, as there’s little help from the state or county.

ASJ: What role do local businesses like yours play in Lahaina’s future, and how does it impact your reopening?

>Jeff: The role of businesses like ours in shaping Lahaina’s future is limited. A five-member county group will lead the rebuilding efforts, with input from federal/state/local agencies and the community, but the process will take years. The plans include reintroducing some of the history/culture that was lost during the initial development, relocating buildings away from the water’s edge, and making Front Street more pedestrian-friendly.

The harbor’s reconstruction will also take years, and there’s a push for the West Maui Greenway project, a 25-mile bike path. Over the next 5-10 years, Lahaina will undergo significant changes, affecting business reopening and location decisions, which remain uncertain due to ongoing discussions and planning.

ASJ: A shop like yours serves a number of different stakeholders, kids, local adults, and also tourists. Do you see yourself prioritizing things in a different way after the fire?

>Jeff: No, we have such a great connection with our community, visitors, and the island that we want to keep it the way. The reason we were able to open three shops is because we listened to our community, provided great customer service and helped with various projects like trail building and maintenance. We have also donated over 200 bikes to the community since the fire with support from the brands we work with and other industry partners as well as local non-profits like the Maui Bicycling League and the Maui Mountain Bike Coalition.

ASJ: Has the rise of e-bikes impacted your recovery efforts post-fire?

>Jeff:  Yes, e-bikes have become popular in Maui and have been a sustainable and cost-effective mode of transportation for many residents and visitors. We’ve seen an increase in people buying e-bikes for transportation and recreation after the fire. Some of the donated e-bikes have brought smiles to our customers who lost so much in the fire. E-bikes provide an opportunity to take cars off the roads and helps build a more sustainable community where people can bike for mental and physical health as well as transportation.

ASJ: Can you tell us more about your adaptive cycling and surfing programs and how they fit into your long-term goals?

>Jeff: Certainly. We have been deeply involved in adaptive sports for over a decade, partnering with the High Fives Foundation. Through our close relationship with the foundation’s founder, Roy Tuscany, we have contributed to the development of adaptive sports camps and have also served as guides and watermen for these events. The foundation hosts an annual surf camp in Maui, and we are proud to be a part of it. In addition to this, we regularly interact with adaptive athletes, providing them with the equipment and support they need to enjoy outdoor activities. Our commitment to promoting accessibility and inclusion for all is an integral part of our long-term goals.

ASJ: Your website mentions efforts to improve cycling safety on Maui. What were the main issues and how did you address them?

>Jeff: We identified the need for bike paths, improved road conditions, and mountain bike trails. We collaborated with the community to back projects such as the West Maui Greenway bike path and better road infrastructure for cyclists. I’m on the board of the Maui Mountain Bike Coalition, which oversees trail building and maintenance. We also engage in projects and support the Maui Bicycling League for safer cycling.

ASJ: What should a renewed downtown Lahaina look like?

>Jeff: That is the million dollar question! I honestly think it should be a mix of the old traditional Lahaina that was lost mixed with a sustainable community that can offer opportunities for locals to live in affordable housing, invest in preserving the history and culture, establish open spaces for recreation, create bike baths for safety, and explore new avenues for those who lost so much. You have to keep the people, the culture and the community in place if you want to have Lahaina. Without that, you do not have Lahaina.

ASJ: What can the outdoor adventure community do to help you and others in your situation?

>Jeff: Come out and support Maui. It is one of the most beautiful places to visit, ride a bike, explore the jungle and a perfect place for the adventurous outdoors community. We have the #2 most sustained bike climb in the world, which is going up Haleakalā  at 36 miles and 10,000 feet of climbing. Our trail network and flow trail in Makawao Forest are constantly being improved upon, and more options are available for mountain biking around the island. As the island slowly starts to reopen come out and support the local community and people that make Maui what it is. Maui Nō Ka ‘Oi: “Maui is the Best”!

 

Read more stories by Anthea Raymond here