Coffee and Community: Zen Motorcycles Becomes Sydney's Newest Indian Dealership

The best things can come from the most unexpected circumstances. When the world hit the pause button in 2020, it also inadvertently planted the seeds for what would become Sydney's newest Indian Motorcycle dealership. Zen Motorcycles, nestled in Alexandria, has just officially partnered with the iconic American brand, marking a significant milestone in both their journey and Sydney's motorcycle landscape.

The story begins with Ben Rubner, who was already running Green Square Motorcycles out of his workshop in Zetland. When the pandemic started and international travel ground stopped, his friend Bruce Crerar found himself with time on his hands after his Airbnb business collapsed virtually overnight.

 

 

"When Covid hit, the planes stopped coming, so that business was done," recalls Bruce one of Zen's four partners. “I was at a bit of a loss as to what to do. I'd go over to Green Square Garage and take the signs out at 7 o'clock in the morning and just hang around doing garage stuff."

It was during these early morning visits to Ben's garage that the idea took shape. "We started talking about it and we said, well, why don't we do a proper shop?” Those conversations literally set the wheels in motion.

What followed was a 12-month search for the right space and six months to settle on a name. But the vision was clear from the start, they didn't want to be your stereotypical bike shop, they wanted something different.

 

 

Zen Motorcycles operates as a true partnership between four dedicated individuals: Bruce and Ben along with Chris Pirola and Steve Rubner. Steve handles the financial side as the accountant and keeping things on track behind the scenes. Chris serves as the head technician, while Bruce manages the day-to-day operations alongside Ben, who brings his experience from Green Square Motorcycles.

This collaborative approach extends beyond just business operations, it's fundamental to how they've built their reputation in Sydney's motorcycle community over the past four years. They have created a space that people really like to go to, filled with old oil tins, vintage tools, and memorabilia that gives the shop its unique character.

 

 

Building Community Through Bikes and Beans

Perhaps nothing exemplifies Zen's community-first approach better than their monthly "Bikes and Beans" meet ups. Held on the first Sunday of every month from 8am to 10am, it's become a gathering point for Sydney riders of all flavours.

"We're not brand specific at Bikes and Beans," Bruce emphasises. "It doesn't matter what you ride. It's just about being part of the community and meeting new people. It was always just about being social and having a coffee and a chat before heading off on a ride."

The concept was inspired by the popular "cars and coffee" meet ups, but with a distinctly motorcycle twist. The success of these gatherings reflects something deeper about Zen's philosophy. There’s always an eclectic mix of bikes and characters that go to Bikes and Beans, but more than that it’s a very friendly community of riders with a shared passion.

 

Heritage Meets Modern Ambition

 

The partnership with Indian Motorcycle came about almost serendipitously. After a post on social media featuring a vintage Indian tracker, Zen suddenly found Indian motorcycles turning up for service. The closest Indian dealership to the CBD had been closed for three years, leaving Sydney riders with a trek to Penrith for a service.

 

 

Bruce reached out to the Indian Motorcycles Australia to see if they could become an authorised service centre. The response was better than expected, Indian came back asking if Zen would be interested in becoming the newest dealership in Sydney.

The timing couldn't have been better. "That kind of brand fits our vibe, our shop, and even the colour outside is not far off Indian colour.”

 

 

Indian Motorcycle's rich history, dating back to 1901, resonates perfectly with Zen's appreciation for motorcycle heritage. “Indian has a really strong history. They've been around for a long time. They build cool bikes," Bruce notes, recalling a particularly memorable moment at a recent Bikes and Beans event: "We had a rider 1924 Indian come in.  When the event was over, he fired it up and just rode away. It's the same bike that Burt Munro used as the base bike for the world's fastest Indian. It was probably the most beautiful motorcycle I've ever seen in my life."

The support from Indian Motorcycles Australia has been exceptional. "Indian have been amazing. The people that I've been dealing with have been super supportive. From the marketing people to the area manager to the parts and merchandise people, just phenomenal."

This support gave the team confidence in their decision. Before signing up, Bruce even contacted other Indian dealers in different states to gauge their experiences. The other dealers where all appreciative of the ongoing support they from the team at Indian.

Adding to the excitement of Zen's new partnership is the recent announcement that Polaris is selling its majority stake in Indian Motorcycle. This news represents a return to Indian's independent roots, something that aligns perfectly with supporting a brand built on authentic heritage and genuine community focus.

 

 

Current Lineup and Big Plans

Zen currently stocks the FTR range (in run-out mode with significant savings), Scouts, and Chiefs, with plans to add baggers to their lineup. The FTR deals are particularly attractive, the base model with upgraded sports suspension is available for just $14,995, while the sport model with traction control and lean sensors is $17,995, and the stunning carbon version is $20,995.

 

 

The Scout range spans from around $23,000 to $30,000 for the 101 Scout, while the Chief range runs from $24,000up to $33,000, depending on the model and customisation options.

 

 

"For value for money, there's not a better bike out there right now," Bruce notes about the FTR range, which is sadly reaching the end of its production run.

But Zen's ambitions extend far beyond just selling motorcycles. They have their sights set on becoming Australia's number one Indian dealership, a bold goal that reflects their commitment to the brand and the community they're building.

"We do have bigger plans to grow the Zen brand and also continue to grow Bikes and Beans," Bruce reveals, drawing inspiration from places like London's The Bike Shed. "If Zen could be a little bit like The Bike Shed, that would be pretty amazing."

The Road Ahead

As Zen Motorcycles settles into their role as Sydney's newest Indian dealership, they're focused on maintaining the community first approach that got them here while building something truly special for Sydney's motorcycle scene.

The unpacking of their first Indian shipment was a moment Bruce won't forget: "When the bikes arrived and they've got these crates and we started unpacking them, wow, it was an amazing feeling. It was pretty exhilarating."

 

 

With their monthly Bikes and Beans events, their commitment to quality service, and now their partnership with one of motorcycling's most storied brands, Zen Motorcycles is positioning itself as more than just a dealership, they’re building a hub for Sydney's motorcycling community.

And with their ambitious goal of becoming Australia's top Indian dealer, they're just getting started.

Zen Motorcycles is located at 200 Euston Road, Alexandria. Bikes and Beans runs the first Sunday of every month from 8am-10am. For more information about their Indian Motorcycle lineup or to book a service, visit their website or drop by the shop.

We are currently in discussions with Zen and Indian Australia about getting our hands on some press bikes for review.  If there is a model you’d like us to review contact us at Biker Torque, we’d love to hear from you.