Wheels Motorsports kicks into High Gear

January 23nd, 2007 1021 - For immediate publication
Written by Peter Nguyen, staff editor

South Toms River is not the kind of place you look to find a respectable motorcycle dealership, but at the head of the industrial complex that lies between Rt. 166 and Flint Rd, there is Wheels Motorsports.

"We're kind of hard to miss now that they opened the new bridge from Toms River," points out Thomas Cleary, owner of Wheels. "The construction had been going on for close to a year. We just sort of hunkered down for the bridge opening and held our breath. It was well worth the wait."

Well worth it indeed; The Honda and Suzuki dealership now enjoys more traffic than ever thanks to the new Rt. 166, which conveniently passes one hundred feet directly in front of the showroom. At rush hour, a captive line of cars and trucks (cagers as they're affectionately known to motorcyclists) crawls along the new ramp heading south. "We're happy to give those poor automobile drivers something to look at," jokes Cleary.

Inside the showroom, besides the rows of shiny new chrome and plastic, you have one of the most impressive parts departments around. "Besides our core of loyal customers and racers, we have people come by all the time just to browse and see what new products are out there for their motorcycle or quad." says Mike Yuhas, the parts department manager. "Obviously they can go on the internet and get whatever parts and accessories they want, but they rely on us because of our experience. We all ride and most of us race as well. People come in, tell us their situation, and we steer them in the right direction."

And so it goes too with the service department. Shop foreman Scott Morrison is a second-generation racer with over thirty years experience at motorcycle repair. Probably the most seasoned member of the Wheels Motorsports team, he has taken his son Scott Jr. all over the country on the AMA Super Sport race circuit, going on to race and win at Daytona in 2000. "What it is is people trust us when it comes to repairs. Plain and simple," Morrison states.

"We don't stop at 'Sales, Parts, and Service'," says sales manager John Coulsen, "We give our customers the complete motorcycling experience." To that end, Wheels has founded a local chapter of the national Honda Riders Club. "The Ocean County Riders Club is a chance for all motorcyclists in the area, regardless of what they ride, to come together for fun and fellowship. We don't typically put on the tried-and-tired poker run. We just usually go out for nice lazy rides in the pine barrens." So what is the motive, money? Exposure? "Not really," Coulsen comes back, "we just like to find new places to eat."

Motorcyclists are a very interesting bunch. Scooter, the Webmaster, makes his observation, "For the most part, they emerged in the 50's and 60's as war veterans and other detached souls. As these people turned to new outlets for their freedom and expression of originality, they found Motorcycling. The loners saw they had something in common, and formed into riding groups. So what you had in motorcyclists were people that liked to be all alone together," he laughs, adding "When Honda, Suzuki, and the other Japanese brands arrived on the scene in the early 70's, motorcycling became much more accessible. And that everyone can afford a motorcycle means there are even more riders to share the road with now."

The attraction isn't just immaterial, as more people have found motorcycles a cheap fuel-saving alternative to lower mileage cars. Small, single-cylinder machines are most efficient, getting upward of 75 MPG. The more massive bikes get down around 40 MPG. Truly, poor gas mileage.

The family-owned and operated company, founded in 1997, is celebrating is 10th Anniversary this year. They have overcome their share of obstacles like all growing businesses. When asked how he did it, Cleary replies proudly "We have always kept something in store for everyone. From the very young to the very old, from the racers to the riders, and we have done everything to meet their different needs. Otherwise, the only advice I followed is 'do the best with what you've got'," with a wink, adding "and we've got a great location, a sunny day, and plenty of motorcycles. It's a beautiful day for a ride."