The Rise & Fall of a Pro Scooter Shop in 4 Points.

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The Rise & Fall of a Pro Scooter Shop in 4 Points.



A Pro Scooter Shop's Rise & Fall in 4 Points



    1. Background.  I am Joseph Ontiveros, proud owner of Alpha Pro scooters formerly know as Xtreme Customs.  I have always had a passion for scooters, when I was a kid my parents got me a fold up “DUKE” scooter. I would ride with my friends who all had razors and try grinding at my aunts house out of town. I took it with me almost everywhere.  At the age of 19 years old I was a full time college student and on the schools wrestling team where we ended up winning a 3rd consecutive state championship and I became an All American.  After one out of town tournament my family and I stopped to visit a friend of my moms who lives in Huntington Beach.  

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We pulled up to the house where we were surprised to see a mini skate park that was her culdesac.  It was equipped with launch ramps, flat grind rails, boxes and even a portable quarter pipe!

It didn’t take long to realize that the riders weren’t shredding on just any old scooters.  Upon closer inspection I discovered all of the kids were riding “Custom Scooters”, these were full scooters made up of some of the best parts manufactured by the best brands available at the time.

My Mom’s friend was the owner of a local pro scooter shop, and one of the riders out front, her son.  He did a “drop test” and let me take a look at his scooter, right away I knew they were something special. 


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He was riding an orange Phoenix Reventon deck with White on orange Proto Grippers, Orange Proto SCS clamp and Phoenix Suicide bars.  The scooter was unlike anything I had ever seen or ridden.  In my home town of Fresno we didn’t have anything like this available.

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      2. The Rise.  I knew then and there that I wanted to take pro scooters back home with me giving life to Xtreme Customs.

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I started off with a space so small I experienced anxiety every time a family was in the store and another family was approaching.  I was the one and only employee, working hard and loving it. 

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Over time I was able to open up a bigger location and then an even bigger scooter shop which is our current location.

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3. The Fall.  As years went on less and less people were coming into the shop. The only calls we received were from telemarketers and people who were looking for auto body repair thinking “Xtreme Customs” was an auto body shop. 

I had forgotten why I started in the first place which was to promote this awesome sport, provide people with the things I never had growing up, keep people active and out of trouble, and essentially give back.

Things had definitely slowed down and got so slow my mom who has a degree in finance from Fresno State University said the way things are going I would have to close the business and find a job.  During that phone call a wave of anxiety came over me and reality hit.  I felt like giving up and I almost did  The weight of the  was too much to bare, something had to change. 

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  4. Aftermath.  I thought about the people I would be letting down if the shop were to close, my family, the local riders and the potential riders to come.  I knew I couldn’t let my business die. 


  I decided I would do better and be better for everyone including myself.  This decision came to manifest itself in the form of rebranding "Xtreme Customs” to Alpha Pro Scooters. With the help of Tony Corona, my friend and marketing major at Fresno State Alpha Pro Scooters was Born 

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Above is Alpha, my husky, store mascot and constant reminder of the reasons why I do what I do.  He and the new store name/brand are meant to inspire motivation and superior service/quality. 


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You can find Alpha at store, shop events and in the store from time to time.  He is very nice so feel free to bring him a treat, snap a picture, or pet him. 

P.S. I would like to extend a coupon code to thank you for taking the time to read our story and supporting us.  Enjoy a 10% OFF     Coupon code:  THANKS10  


Sincerely,
Joseph Ontiveros
Alpha Pro Scooters