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, so it’s fitting that former team member Phil Khoury has now picked up the torch.
Phil has bikes in his blood. Working for George’s Bike Shop and TBE Bikes in WA and running workshops at Moonee Ponds, Camberwell, and Richmond Goldcross Cycles over east.
In 2015, he launched Bike Collect Australia — a part-time pickup, drop-off, and mobile bike service. It grew fast, and part-time just wasn’t going to cut it.
By 2024, Bike Collect Aus joined George’s Bike Shop Willetton, turning Phil’s dream of owning a bike shop into reality.