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c2c Chapter 2 Cycle c2c


Conceived in April 2004, Chapter 2 Cycle is the brainchild of
Ben Cheong. Ben, previously working as an Instructor at the Singapore Armed Forces, decided that he needed a new direction in life. Being an avid cycling enthusiast for many years, Ben was extremely devoted to his two loves, his Voodoo Bizango and Santa Cruz Superlight; bikes that he still owns and rides. Evolving from his devotion to cycling, it was only a matter of time before Ben went ahead and set up his own cycling business to give back to the community which had nurtured his passion to this very day.

Despite the fierce competition from other local cycling companies and the potential threat of bigger players entering the market given a fast booming cycling scene in Singapore, Ben stayed firm with the decision to foray into the business with a shop at Block 451 in Ang Mo Kio Avenue 10.

Before entering the cycling scene as a provider of bikes and services, Ben made sure to equip himself with the necessary knowledge so as to provide his customers with top notch service standards. With a complete set of tools and products in his 'armoury', Ben religiously practised bike workmanship and techniques with a daily fervour for months until he was ready to take on the industry.

As with any start-up, business was slow at the start. Ben would find himself with nothing to do for days at end. However, his passion drove him to endure the dry spells and his perseverance paid off. Word spread around of this homely bike shop tucked in a corner of Ang Mo Kio and soon, Ben found himself with a loyal following of cycling enthusiasts. Be they students or working middle-aged men, everyone had one thing in common- the desire to 'keep the wheel spinning', which became Chapter 2 Cycle's slogan.

With the start of regular Sunday morning rides organised by C2C, members got to know each other both on and off the bikes. The weekend rides took off with a blast and every weekend saw more and more members joining in.

With a fast growing clientèle and brisk business at C2C saw Ben needing to expand his premises. As such, in April 2006, he took over the adjacent unit and underwent renovations, increasing his humble shop to twice its size.

With the larger facility and extra staff, Ben was able to offer better value and service to his customers. But still true to his roots, Ben does not to forget pioneer group of regular customers that contributed to building up C2C from its infancy—students and regular market bike riders. At C2C, no one gets turned away and everyone is received with a warm smile.

Undergoing yet another renovation, the new revamped C2C is equipped with a computer, television and internet access to make his shop more comfortable and warm to his customers.

Looking forward to the future, Ben wishes to continue giving back to the cycling community by doing what he does best – by providing friendly, top-notch service and expertise!


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