Belleville bike shop in the family almost 100 years

BELLEVILLE, Ont. (03/30/2011) - For Gerry Bongard, Stephen Licence Bicycles & Hobbies Ltd is more than just a bicycle shop. The 81-year-old Bellevillian has been running the family-run business with his son Kevin Bongard, that gives him the opportunity to do what he loves in an environment that changes everyday. It's been 93 years and the major outlet for sporting goods has been running strong ever since. Photo by Rachel Cohen.

By Rachel Cohen

Stephen Licence Ltd. Bicycles & Hobbies is more than just a bicycle shop for 81-year-old Gerry Bongard. It’s part of his family.

Since the shop opened its doors to Belleville in 1918, it has been defined as one of the city’s heritage sites and one of the oldest bicycle shops in Canada.

“We call it the family farm,” says Bongard, who runs the shop with his son Kevin Bongard.

Gerry says the family-run business gives him the opportunity to do what he loves in an environment that changes everyday.

He says he has taken great care to restore the history of the building’s past and loves to tell the story of the almost century-old business.

“I knew Stephen for about five years, I remember him being jovial, an avid fisherman, and full of life,” says Gerry of Stephen Licence, original owner of the bicycle shop.

Stephen Licence hailed from Toronto and purchased the bicycle division in its first location at 333 Front Street and stayed there for 17 years. The building was later demolished and rebuilt into what is now known today as the Empire Theatre. A bicycle-racing enthusiast, Stephen set a goal to develop cycling interest in the Belleville area.

It was during the early 1930s that Mr. Licence purchased a building at 299 Front St. in Belleville near Victoria Avenue. While the major outlet transformed, a wholesale and retail division began, incorporating brands such as CCM, made in Toronto, and Raleigh, imported from England.

In 1947 the company incorporated with Mr. Licence as a major shareholder and president, where it later became known as Stephen Licence Ltd. Mr. Licence worked there until his death in 1952.

Gerry Bongard, the son-in-law of Stephen Licence, left his CN railway job and together with his wife Carole purchased the company – returning the shop to the family fold officially on February 1, 1957.

“The years I worked with Stephen were the best years I had in retail. He and I quit smoking together, unfortunately it was too late for him,” Gerry says.

In May 1972 disaster struck. A fire destroyed much of the old building including a warehouse full of bicycles. It was time for Bongard to find a new location.

After several years of searching, and 86 years on the East side, Bongard and his family moved to the west side at 288 Front Street where he is today.

Selling and repairing bikes has always the primary focus for the business, but they also expanded into sporting goods and hobbies.

“My father’s goal from the beginning was making the shop more personal. You’re family when you come in here,” says Kevin Bongard, Gerry’s son.

The shop’s focus is to survive as a family business. It’s been 93 years since the company first opened, and through relocation, demolition, and seasonal traffic, the quirky old shop has maintained a place in the hearts of the community.

“Our goal in mind is to make it to 100 years,” says Gerry.

Father and son say they have a strong bond that reflects on the customers and the love they have for the outdoors.

“We are only seven years away (from turning 100),” says Kevin. “Everyday is a new day. It’s hard to predict what will be.”