Triumph Motorcycles return to Spokane at Empire Cycle

Even propped on their kickstands in the showroom, Triumph motorcycles exude speed, power and adrenaline.

From the Rocket III, which packs a powerful 2294cc motor – the largest production motor in the world – to the modern classic bikes that never fail to elicit nostalgic memories, to the sport bikes with their smaller, lighter handling, these bikes beg for a ride.

Now, with a new Triumph dealership in the Spokane Valley, area residents can again buy these British-made bikes with a name older than Harley-Davidson, said Bob Ellis, who owns Empire Cycle and Powersports with his wife, Debbie.

There hasn’t been a Triumph dealership in the area for years, said Bob Ellis, adding that they resurrected the name of Empire Cycle, which many riders remember from the 1950s and ‘60s.

The dealership, which also carries clothing and accessories and has a full service shop, opened Feb. 22 to fill a hole in the market for the friendly biking community, evolving from Bob Ellis’ motorcycle passion.

“When men get to a certain age, they fall in love again,” said Debbie Ellis, laughing and describing how Bob fell back in love with motorcycles.

Like the riders who come in telling stories of their first love – their first bike, Bob Ellis remembers his first bike, a Triumph 650 he bought when he was 16, paid for with money earned driving pea combines and working at the local radio station. But he eventually quit riding when he went to college and got married.

“Once the kids are gone riders come back into it,” he said, noting he started riding again and restoring vintage bikes about seven years ago. His search for bike parts led him to swap meets and soon he was selling parts. That sparked an eBay business, Bob’s British Bikes, and finally the opening of the dealership.

Their goal, said Debbie Ellis, is to become a destination location for area riders, with the award-winning, European-made bikes, a three-person service team trained in almost all the brands, ample space for local riding clubs to meet or stage rallies, and a growing offering of clothing and accessories.

While they’ll have bikes suited for all types of riders, Debbie Ellis’ personal emphasis is to cater to women riders, with clothes designed for “real women.”

“We want to be the top dealership with women’s clothing, especially if you aren’t a tiny biker chick,” she said, noting that many women resort to wearing men’s clothing because the options are so limited. “We’ll find clothing that real women can wear.”

To better assess the needs of their women clientele, Empire Cycle and Powersports will host a ladies night in May.

Women now make up 60 percent of motorcycle training classes, said Bob Ellis, explaining that they may start by riding behind the men in their lives but get hooked and come back to buy their own bikes.

It’s the thrill of the ride, an adrenaline packed wakeup that just happens to get you from point A to point B.

“When you ride a motorcycle … you’re charged, eyes wide open,” he said. “You are alive and alert when you get off the bike.”