Big Number One

by

When Johnny Belmont returned from serving in Vietnam, his enthusiasm for motorcycles remained undiminished. Belmont saved his money, pulled his resources and opened a store in October 1971 to celebrate his love of motorcycles.

“He just always liked motorcycles,” said Joey Belmont, his son. “It was just a love, a passion.”

That passion fueled a full-blown family business that is now in its 42nd year of selling power sport vehicles for land and water. Belmont’s sons, Joey and Johnny Belmont, now run the store and serve as administration, finance and sales department managers.

The Belmont sons have worked at Big Number One their whole lives.

“Even as a kid, I was like the janitor,” Joey said. “We got out of college, both of us at different times, and just realized this is what we wanted to do. We just started to grow the company.”

Both graduates of The University of Alabama, they couldn’t stay away from the lively energy of Big Number One. Under their leadership the store has grown and moved to three different locations, each one bigger than before.

Most recently, it moved from its 20-year home on West Valley Avenue to a new facility on Cobb Street just off the Oxmoor Road exit of I-65.

The new location stays true to the business’ tagline: “We sell fun.”

“It’s a big toy store,” Joey said.

The store holds free events like bike nights and featured stunt-riding groups. The Belmonts cook out with hot dogs, hamburgers and live music, and people come to socialize and talk motor sports.

“We just want people to enjoy coming here,” Joey said. “It’s fun, and that’s the way we want to keep it. We just give people a reason to come out, ride their bikes, get together and meet others that share the same passion for our products.”

The store features 60 to 90 bikes on the floor with more than 20 other units such as watercraft, utility terrain vehicles and all-terrain vehicles on display outside.

Big Number One is Alabama’s oldest Sea-Doo dealer. Other brands sold include Ducati, Yamaha, Suzuki, Can-Am, Polaris, GEM, Hyosung, Husqvarna, Star Motorcycles, Zero and a selection of pre-owned bikes.

“It’s similar to an auto store or car dealership, but there’s a little bit more emotion and passion involved because it’s fun,” Joey said. “Everybody has to have a car. You have to be able to drive to work, the grocery store, but this is recreation. Each day we try to support our customers in their passions and recreation.”

Joey credits most of the store’s success to their involvement with 15 to 20 dealers throughout the nation that meet several times a year to discuss financials, practices and ideas.

“We use that as our learning center,” Joey said. “Each day, month, year we try to get better and continue to learn.”