Hidden Gems: Meet Maxine Bratus of fitmi!

Today we’d like to introduce you to Maxine Bratus

Hi Maxine, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
When I left home and entered college, I set out to be a chiropractor. I wanted to solve problems and help people with
their bodies.

Pre-med ended up not being the right path for me and I ended up with a degree in linguistics. I didn’t actually know what I wanted to do; I just wanted a job that allowed me to play saxophone in my band! I started teaching English as a Second Language, and at the same time, started getting into recreational cycling.

On my first visit to a bike shop to buy proper pedals, I really hit it off with the sales manager, who offered me a summer job working at the shop. They could see my passion for cycling and for learning.

Working at Two Wheel Tango, I noticed straight away that the really cool stuff was happening in the back of the shop: bicycle fitting! I asked the shop owner if I could learn more. His answer: “If you prove yourself over the summer and quit your part time job, we will send you to bike fit school in Wisconsin this fall.”

That started me on the path to attending more fit schools. I wanted to amass all the certifications I could get in North America. I really wanted to be the best. Near the end of my tenure at Two Wheel Tango, I started wondering if I could JUST do fitting full-time, and I questioned whether or not it could even be done.

As fate would have it, Two Wheel Tango closed rather abruptly. I was faced with the decision to carry on as a retail manager or shoot for my dream. With only $3000 to my name, I took the leap. I spoke with a family friend about starting an LLC and they helped me with my Articles of Incorporation. I began speaking with the co-owners of Sic Transit Cycles, as they had recently acquired a new lease and didn’t have plans yet for their upstairs space. I negotiated a win-win deal utilizing a tiny space in their shop for bike fitting, selling their parts and equipment without a commission in exchange for low-overhead “rent”. This little experiment proved beneficial for both businesses. Everybody has grown as a result of this symbiotic business relationship.

For the first two years, I hardly paid myself anything and put all the money I made back into my business. A big pivotal moment was when I finally made enough money to actually pay myself a living wage. Now I’m so busy that I have expanded! I utilize a larger dedicated space within the Sic Transit repair shop, and have hired a studio manager, the lovely Diana. I also have a mentor/apprentice relationship with a new fitter, Suzanne Hoffman. Folks come from all over the Midwest and beyond to benefit from our experience and extremely thorough bike fittings!

Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
I’ve been so lucky considering how little I knew about the formal running of a business. My experience managing retail taught me what not to do rather than what to do, and I learned how to save costs. When I started fitmi!, I always went for the cost efficient option, like prepaying my invoices, smart bulk purchasing, and taking advantage of special vendor offers or batching orders to qualify for free shipping.

It was hard not knowing what I didn’t know. I experienced hiccups with business licensing and had to figure out taxes on the fly. I had to learn the hard way; nothing was handed to me.

My biggest disappointment occurred when I finally turned a profit. I found that nearly all of that profit had to be paid to the tax man, and that I needed to make more, to charge more for my services, to actually pay myself decently and afford health insurance.

It took years to get my pricing right. Not being from the corporate world, I found that I wasn’t charging enough, that I had too much empathy and it was hard to place the right amount of value on my work. It’s been a struggle, but I feel like we’ve finally figured out pricing that works for us and our clients.

As you know, we’re big fans of fitmi!. For our readers who might not be as familiar what can you tell them about the brand?
fitmi! is the most thorough bicycle fitting service you will encounter in North America. I have completed hundreds of hours of training and professional development to help me identify the right tiny adjustments that will make all the difference in your ability to ride a bike comfortably, prevent injuries, and optimize your ride experience.

A typical Revolution Fit session is at least three hours. We begin with a pre-fit interview and body assessment to learn the client’s needs, goals, and concerns. Then we are off to the races, utilizing a flowchart method of thinking to make thoughtful hypotheses and test them out to ensure the best possible fit. In a typical fit session, experiments include changing saddles and saddle height, trying out different stem lengths, handlebars, cleat positioning and shoe inserts.

We also offer pre-purchase Dynamic Sizing appointments for people who are looking to buy a bike that matches their needs. We utilize a machine called a Size Cycle to gain measurements and develop a report of bike solution recommendations that are a great fit for the client and their goals. And finally, we are a non-stocking retail partner for several bike brands from stock bikes like Argon18 to fully custom titanium Seven Cycles.

Beyond the technical specificity of the services we offer, we are proud of the fitmi! feeling that we cultivate in our space. The vibe is warm, comfortable, and inviting. We put people at ease and keep the snacks and beverages flowing. Within a few minutes of entering the space, clients know they are cared for and that their safety and comfort are our #1 priorities. As a result, clients come back for fit after fit as they acquire new bikes and new cycling goals. We are extremely proud of the relationships we’ve built in the ten years since fitmi! went from a dream to a reality.

We’d be interested to hear your thoughts on luck and what role, if any, you feel it’s played for you?
As much as I feel lucky, I somewhat believe that you make your own luck in this world. But! I do not take for granted that I have had privilege and have been fortunate with parents who sent me to college and allowed me to thrive versus survive. Everything successful about this business has been a product of an amalgamation of experiences that have landed me where I am today. Through a long series of decisions, like working retail, the desire to attain as many fitting certifications/education as possible, and keeping business relationships friendly (make no enemies! You don’t know when you will need to join forces or ask help of your competition), I’ve shaped my path deliberately and conscientiously.

But if pressed, I’d say that chance has played a role too. I am fortunate to exist in a time when cycling is booming AND the market isn’t inundated with people already doing what I offer. This is a relatively new market- 40 years ago, the science of bike fitting didn’t even exist. I am lucky to be here in this space and time.

Pricing:

• Revolution Fit- $375
• Elemental Fit (platform pedals)- $325
• Dynamic (pre-purchase) Sizing- $300
• Custom Insoles $150
• follow-up appointments and consultations- $125/hour

Contact Info:

• Website: https://bikefitmi.com
• Instagram: bikefitmi
• Facebook: FITMI