Outdoor recreation in the Monadnock Region spans all four seasons, and Norm’s Ski & Bike Shop in Keene, winner of two 2024 Gold Sentinel Choice Awards for Best Bicycle Shop and Best Ski & Snowboard Shop, has been meeting the community’s need for skis, bikes, snowboards, and accompanying gear for more than 50 years.

Initially a retailer of primarily skis, the shop was first established on Marlboro Street in 1968 by Norm Sweeney. By the 1970s, ski technology was advancing, and ski fashion was also hitting a peak. Norm and Gail Sweeney moved the shop to a new building on Martell Court in the

early 1980s and updated the name to Norm’s Ski & Bike Shop. The couple retired in 1997, selling the business to Jaycee (a longtime employee) and Patty Clark, who ran it until current owner John Byrnes purchased the shop in March 2021 when the Clarks also retired. 

Upon leaving his corporate job in 2019, Byrnes was searching for a small local business or franchise opportunity that would complement his skillset and background. A skier since his youth, Norm’s was the perfect fit. 

In a business driven by the seasons, the floor changeover at Norm’s generally takes place in early April to welcome back biking and then again in early October for skis and snowboards, said Byrnes, although equipment and accessories for both sports are stored on-site and available for purchase year-round. 

While taking the reins, mid-pandemic was a challenge in terms of finding inventory, similar for everyone in the industry; Byrnes said sales were good as the customer demand was high for outdoor recreational equipment. Fortunately, he added, people were willing to wait for items to arrive. 

Alternatively, the uncooperative weather over the past year has meant a surplus of inventory while demand decreased. Right now, the shop has amassed an impressive selection of carryover items available to customers. 

Popular bike brands they sell include Trek, Scott, Fifield, and Aventon, he said, with electric bikes (also known as e-bikes) really starting to take off in popularity for all ages. Ski and snowboard enthusiasts can shop Norm’s for desirable brands like Rossignol, Völkl, Salomon, K2, Elan, Nordica, Ride, Capita, Nidecker and Union. 

While their competitors may carry higher-end brands, Byrnes said they also come with a higher price. His goal is to keep prices at a level that the community will find accessible. 

“We’re more mom-and-pop,” he explained of the difference. “We want to keep up with inflation the best we can but keep our pricing affordable for the area.” 

Maintenance and repairs are also a huge part of the business, Byrnes said. The need for good service is strong community-wide, and the shop strives to meet those demands while instilling a reputation for overall customer satisfaction. 

Assessing and assisting with local needs is paramount to Byrnes, who owns Norm’s. Among its efforts, Norm’s sponsors the Monadnock Cycling Club and services the 30-plus “well-loved” bikes of Camp Takodah, as well as those owned by the Keene Police Department and the U.S. Army Corps of Engineers for use at Edward MacDowell Lake in Peterborough. 

Byrnes is appreciative of the voters and the Choice Awards recognition. “We want to be a go-to place for the community, and receiving these awards shows that we are,” he said. Norm’s Ski & Bike Shop is located at 62 Martell Court in Keene and can be reached at contact@normsskibike.com or 603-352-1404. For more information, visit normsskibike.com