Rising Stars: Meet Chris Fay

Today we’d like to introduce you to Chris Fay.

Hi Chris, can you start by introducing yourself? We’d love to learn more about how you got to where you are today?
My name is Chris Fay and my wife Angie and I opened a physical retail store in Dardenne Prairie, MO that sells pro-scooters and BMX bikes. What’s a pro-scooter?!? Well, it’s a scooter designed to hold up to skateparks, tricks and abuse. It’s non-motorized and is a whole lot of fun! Here is a bit about us and how our ride began…

I come from a large family. Eight children which include 6 boys and 2 girls of which I am #7. We moved to the St. Louis area in 1973 and have been here since. I always liked anything non-motorized on wheels since the day my mom allowed me to ride to the neighbor’s mailbox and back on my big wheel.

I was diagnosed with Type 1 diabetes at age 11. In 1985 my father took me to California on a short visit. Not sure if he felt bad for me and wanted to do something individually because of my diagnosis…but it was the trip that started the story of Dialed Scooters & BMX. We visited a couple of beaches and I think I was in shock because I’m from Missouri…we don’t have oceans, we don’t have year-round tans and we didn’t have the type of BMX bikes I had just seen…let alone the knowledge of what you could do on these ‘new’ bikes!!! I asked my cousin, who lived in Cali, what those guys were riding and his response was…”Some new thing, freestyle BMX”. I looked at my dad and told him that’s what I want to do. We went to an area bike shop near Venice Beach and the bikes were lined up in colors like day glo-pink, lavender, electric blue…and on and on! I was hooked!!!

Again, we lived in the mid-west where things seem to find their way here a bit slower and that had not arrived yet to my knowledge. I fell in love with the vibrant colors, the bikes shape and I couldn’t wait to get home and get myself a ‘freestyle’ bike.

We arrived back in Missouri and I had my dad bring me to a local shop where I showed the owner a picture in a magazine of the type of bike I wanted. He said he could order me one so my dad let me pick one out and we ordered it! I was an impatient and excited teenager who was dreaming of doing ‘big things’ on his new bike.

The day arrived when we went to pick up my first freestyle bike. It was beautiful…arctic orange with white tires, axle pegs, front and rear brake…I was in awe! Now, THIS is a pivotal moment in the story…that feeling I had when I saw my first freestyle bike that was MINE I haven’t been able to reproduce since that day…but I eventually knew I wanted that same feeling for kids who are growing up now with Instagram, Facebook, TikTok, Snapchat…you get the point. And they only know how to find what they want by visiting a store online and clicking on a picture. That doesn’t do what setting foot into a physical store does as far as tangibility. That is a feeling that has long since been left behind…until now…

There are so much more to the story and so many things that have happened in between. I rode everyday I could and began learning new ‘tricks’ every time I rode. My buddies starting getting into freestyle and buying bikes similar to mine. I learned early on how to repair my own bike and eventually started working on friends’ bikes and riding with them living our best life…it was a culture…a lifestyle…and I loved it.

High school life began and riding started to fade out but I’ve always had that feeling that I didn’t want to go away…again, lifestyle…tangible. Riding kind of just faded away…I graduated and was on my way to college to become a graphic designer when my career path changed suddenly during summer break after my first year of college to firefighting. I let my friend talk me into signing up as a volunteer and the next thing I knew I had been there for 30 years…where did life go?

I have 2 daughters and a son from my previous marriage, I’m remarried now to Angie as of last year who has a daughter and a son as well. Angie works for law enforcement full-time and I work for a fire district full-time as a Captain. We have busy lives and seems like we never stop!

I had started to ride again a few years ago and in the summer of 2020 I was at our local park and saw how many pro scooters there were…there were quite a few so I asked one of the kids where they got their scooter and where they purchased new parts…his reply was: “Online”. Of course, my gears started spinning (no pun intended) and I started the beginning stages of putting together a plan.

I have a unique insight in the BMX world since I grew up with it in my life and it led us to where we are and I believe it’s crucial to our success…I’m the one with all the crazy ideas…I pretty much just think it up and make it happen…Angie is the anchor that keeps me grounded when my sails are taking on too much proverbial wind!!! Together…it works!!!

Our decision on our business location was based on proximity to our local skatepark which is in St. Charles County. Kinetic Park is across the parking lot of our business. Location is definitely key for a business like ours. We wanted to be the ‘go to’ pro-scooter and BMX shop in the area.

Business is growing every single day. We opened in a smaller location than we are currently in and moved to our current location which is twice the size. We literally started with an idea and very little else. The rest I honestly figured out along the way. Owning a local/small business has its fair share of challenges…but I think the rewards far outweigh the latter.

In a ‘not so nutshell-nutshell’…that’s how it started!

Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
A few bumps in the road to say the least….

We knew nothing about starting a business…absolutely nothing. We had to learn as we moved forward and we made mistakes, made good choices and some not so good…but we did it. It’s not always how smooth you can make the road…it’s how you can learn from what I call ‘earned’ mistakes. You earn them because you learn from them and that is your knowledge, your struggle and most importantly…YOUR success! Again…earned. It’s not easy, it’s not always fun…but it’s what you make of it. You are as successful as your imagination and determination only limited by follow through and ingenuity.

If you want to succeed you have to be willing to fail. It was probably the most apprehensive I’ve ever felt about anything in my life to date as far as taking a leap into something you want. Something that’s yours! That feeling can either be bottled up and never uncorked or you can crack the seal and drink it up! I apparently decided to chug it!

Point is…if something is easy…more people would do it. If you have an idea…write it down, create a plan, see what’s in your wheelhouse and run with it! In our case…ride with it! Failure is an opportunity to succeed…not an end of a dream or a reason to throw in the towel. If you want it…go for it!!!

Thanks for sharing that. So, maybe next you can tell us a bit more about your work?
At Dialed Scooters & BMX we specialize in pro-scooters and BMX specifically. We are a full retail and repair shop that specifically deals with these unique sports and the lifestyle that comes with them. When you come to our store you can physically see and touch the products you are going to possibly purchase and you have the guidance from our employees and ourselves to make a solid, educated decision for yourself or someone who you are purchasing a product for. Not just click and put it in your virtual shopping cart. You have an actual person who understands your shopping experience is unique to you and can help you make the best decision with the best possible shopping experience!

We have our own line of complete BMX bikes & parts (Dialed BMX Co.), our own brand of pro-scooter parts (Inferno Scooters) and a complete scooter line that is currently in the works. We have everything from aftermarket upgrades, accessories, safety gear, clothing and anything you need to make a complete custom BMX bike or custom pro-scooter. We carry multiple BMX and pro scooter brands and we have the ability to custom order thousands of parts!

We are here for you to answer questions, give advice and help guide you to the best possible sales experience. We offer full repair services if needed or if you just want to stop by and check us out…feel free!

Do you have any advice for those just starting out?
I can honestly say that the best advice I can give is to follow your dream…actually go out there and get it! You may not do it perfectly and it may take time…but embrace that! As I stated earlier…mistakes will be made…it’s what you make of the mistakes that matter. Don’t let failure define you…it’s not you! Failure is an opportunity to learn and to become as successful as you want!

Also, it is NOT easy! But don’t give up! Don’t give in to any negativity from those around you! Surround yourself with good people and good things will happen! Make relationships with your customers…which is a term I hate…they are friends…you need to have those relationships to be successful and you need to realize that they are part of your success!

Also, don’t look at competitors as the enemy…look at them as allies! It is not unusual for us to send someone to another shop that may have what someone is looking for. I support local shops that are in the same ‘area’ as us. I also ask for help if I’m not sure…it’s the old saying…’the worst thing they can say is no’.

Finally, make meaningful relationships with industry distributors of whatever it is you’re selling. Build strong trustworthy bonds with them! Be honest and keep your word!

Take care of you! You are important and so is your health both physical and mental. Be ready to change if change is needed. Have a plan A, B, C, D, etc…again…you got this!!! Don’t give up…stay the course!!!

Contact Info:

• Email: [email protected]
• Website: https://dialedscootersandbmx.shop
• Instagram: @dialed_scooters_and_bmx
• Facebook: @dialedscootersandbmx

Image Credits
Dialed Scooters
BMX, LLC