Before 1988, the shop was owned by Phil Acaster and called Willetton Cycles, tucked away on Augusta Street. Alongside bikes, Phil also sold pinball machines..

In late ’88, George Salfinger bought the shop — just a few bikes and some parts on the floor — and used his experience from Balmoral Cycles and his Balcatta store to create George’s Bike Shop Willetton. While the Balcatta and Willetton stores no longer share ownership, they share a rich history in WA bikes.

Sue and Pete Emery took over in 1992, building a great team, a loyal customer base, and a strong following in road, mountain, and BMX over the next 33 years.

George’s has always been a cornerstone of the community.