Every group has a culture, every cycling group/team/ride/shop has a culture. When you decide to start something you’re creating the culture from that moment forward. I’m not sure if people are attracted to culture or culture attracts people, but I am sure it’s important to decide from outset the kind of culture you want to create.
Is it a family oriented weekly mountain bike race, centered on fun?
Is it hard core crit racing demanding the sharpest skills?
Is it bargain pricing on low quality parts?
Is it curating only the highest quality, most expensive bicycles?
Is it self-serve or blow your mind attention to detail?
You can’t be everything, be specific and go for it!