If you ever get to chat with Len Mattioli, owner of Len’s Electric Bikes, you’ll probably discover he’s just as friendly in real life as he appears in his commercials, and that he’s got a lot of business acumen.
Mattioli, who had been retired since 2003 after a storied career as “Crazy TV Lenny” at American TV, found himself restless despite numerous hobbies such as bicycling, deep-sea fishing and skiing, and that led to the opening of his store in March of this year.
“(I said to myself), ‘what are you really doing with your life?’,” Mattioli said in regards to his decision-making process. “It was a combination of not getting enough out of retirement and a great business opportunity.”
And indeed the opportunity has proven itself. In mid-May, after just two months of being open, the store had to move to a larger location within the strip mall to keep up with demand and now also has a storage facility for extra inventory.
Len’s Electric Bikes is the only shop in Madison that only sells electric bicycles, which generally range from $790-$5,000. The battery-operated “e-bike” assists the bicyclist by providing a slight boost, especially helpful for hills.
Mattioli’s inspiration came when he bought an electric bicycle for his then-girlfriend (now fiance) so she could keep up with him on his long, hilly rides.
“I thought, this is a really great product,” Mattioli, who compared discovering the e-bike to seeing a microwave oven for the first time in 1968, said. “Why aren’t there more of these around?”
A majority of the customers have been 60 or older and about an even 50-50 split of men and women. If you stop in, you’re sure to experience Mattioli’s warm personality.
“You gotta love your customers,” Mattioli said. “If you have that skill–to make them feel that important–then you’re going to be successful.”
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In case long-time Madison residents are curious, Mattioli is mostly doing radio commercials these days. Still, he has done a few TV spots in which you can see some of his old humor and creativity; check them out on his YouTube page.
