Claire Deschamps is the CMO of Assos, and she brings a refreshing outsider's perspective to the cycling world. After spending a decade at consumer goods giants like Unilever and Colgate, this French marketing exec—who's called Mexico, Rome, and now Switzerland home—joined Assos nearly three years ago to help the premium apparel brand navigate a rapidly shifting landscape.In our conversation, Claire shares how marketing has changed dramatically—it's no longer about brands talking at consumers, but about letting communities, ambassadors, and athletes become the voice of the brand. She opens up about how Assos is honoring its 50-year heritage while reaching new riders: women, gravel enthusiasts, and the wave of newcomers who discovered cycling during COVID. Plus, she reveals how digging into consumer data helped bust some long-held assumptions about who's actually buying premium cycling apparel.Read the latest 'The Business of Cycling' BlogSign up for 'The Business of Cycling' Newsletter
In an industry dominated by legacy brands, Quoc Pham took an unconventional path to building Quoc, one of cycling's most distinctive footwear companies. A Vietnamese refugee who arrived in the UK at the age of eight, Quoc traded formulas and maths for fashion design, eventually graduating from Central Saint Martin's College.Four years of running a menswear brand label taught him the harsh realities of the apparel business, but he found his calling at the intersection of his two passions: beautiful design and cycling. What started in 2010 with a suitcase of leather cycling shoes and cold calls to London bike shops has grown into a 20-person company challenging the status quo of cycling footwear.In this conversation, Quoc shares the unglamorous truth about building a brand from scratch—from near bankruptcy and COVID setbacks to the simple philosophy that's carried him forward: do the basics exceptionally well. This isn't just a story about making shoes. It's about the power of persistence, the importance of customer service in a relationship-driven industry, and why sometimes the best competitive advantage is simply replying to emails within 12 hours.Read the latest 'The Business of Cycling' BlogSign up for 'The Business of Cycling' Newsletter
If you have logged onto LinkedIn anytime in the last year, chances are you already know Juansi Vivo. Juansi has become one of the most candid—and provocative—voices in our feed, posting daily critiques that challenge how we do business.Before he was a digital thought leader, Juansi was a project manager in Spanish academia with a secure job for life. In this episode, we talk about the personal tragedy that forced him to quit that safety net and dive headfirst into the cycling world—working with major players like Cannondale, BMC, and Orbea.We discuss why he believes the industry is currently "inbreeding"—talking only to itself—and we break down his central argument: that we are leaving money on the table by ignoring 95% of the population. He calls them "Los Ignorados"—the ignored ones.Read the latest 'The Business of Cycling' BlogSign up for 'The Business of Cycling' Newsletter
Alberto Fonte is an Italian entrepreneur building cycling footwear brand Udog from scratch. After nine years growing Fizik at Selle Royal as brand director, he now faces the ultimate challenge: competing against industry giants without corporate resources. In this candid discussion, Alberto shares the realities of cash flow constraints, supply chain disruptions, and why creating distinctive products—like one of the first gravel-specific cycling shoes—requires nimble audacity only small startups possess.Read the latest 'The Business of Cycling' BlogSign up for 'The Business of Cycling' Newsletter
Over the past 15 years, Rapha has fundamentally shaped the look and feel of modern cycling, essentially upending the entire apparel industry.Fran stepped in just over a year ago to lead the company through its next chapter, navigating the challenging cycling apparel landscape with a brand that is searching for its idendity.Fran's journey is remarkable—from managing her brother, pro cyclist David Millar, to running Team Sky, to turning around fashion brand Belstaff. Now she's tasked with reimagining Rapha's future while honoring its legacy. In this conversation, we explore her unconventional path, the complexities of running a global cycling apparel brand, and her vision for Rapha's evolution in an increasingly crowded and competitive market.0:00 Introduction & Importance of Rapha2:46 Fran’s Early Life & Family Background3:25 Starting a Career & Managing David Millar7:15 Event Promotion & British Cycling12:48 Team Sky & Leadership Roles17:54 Transition to BellStaff & Apparel Industry21:13 Joining Rapha: Motivation & First Impressions24:15 Righting the Ship at Rapha: Challenges & Strategy34:22 Market Trends & Channel Strategy40:44 Closing Thoughts & Contact InfoRead the latest 'The Business of Cycling' BlogSign up for 'The Business of Cycling' Newsletter
Derek Bouchard Hall went from pro cyclist to CEO of POC, with stops at Wiggle, USA Cycling, and Assos along the way. He's got some really interesting perspectives on what makes premium brands work in cycling—the importance of staying consistent, letting your design team do their thing, and not trying to be everything to everyone. It's a great conversation about building brands that cyclists actually connect with and what it takes to keep them authentic as they grow.[0:00] Introduction & Derek’s Early Journey[3:00] From Pro Cycling to Business Leadership[10:00] Wiggle & USA Cycling: Disruption and Challenges[18:00] Leading Premium Brands: Assos and POC[36:00] Brand Philosophy, Innovation & Industry Outlook[59:00] Closing Thoughts & How to ConnectRead the latest 'The Business of Cycling' BlogSign up for 'The Business of Cycling' Newsletter
On the heels of his recently announced retirement, I interviewed Ermanno Leonardi, the managing director of the Italian subsidiary of Specialized Bicycle Components, a role he has held for 36 years. He will be stepping down on October 1st. When I recorded this interview, I didn't know he would be stepping down from his role. He's not leaving the company—he's just stepping back and taking on a different role. But he was definitely someone I had always wanted to interview.I'm really happy to give you the opportunity to learn more about Ermanno, who is a pillar of European cycling. He was a huge part of Specialized's rise in Europe and serves as Mike Sinyard's right-hand man in Europe. I want to give you all the opportunity to see inside the mind of the man behind Specialized's European growth throughout the last 25 to 30 years.Introduction & Guest Background – 0:00Early Career and Entry into Cycling – 1:33Building Specialized in Europe – 11:08Competing, Strategy, and Brand Development – 17:15Innovation, Product Development, and COVID-19 – 26:34The Future of Cycling & Closing Thoughts – 38:23Read the latest 'The Business of Cycling' BlogSign up for 'The Business of Cycling' Newsletter
Graeme Raeburn brings a rare perspective to cycling apparel design. As Rapha's lead designer from 2008-2018, he witnessed the brand's explosive growth from a single room to industry dominance. Now leading design at sustainable British brand Albion, Graeme applies fashion training through an industrial design lens. This conversation explores how commercial reality shapes product decisions, the critical importance of power user feedback, and balancing innovation with market viability in cycling's demanding technical apparel segment.ChaptersIntroduction — 0:00Early Life and Education — 2:31Entering the Fashion Industry — 6:04Joining Rapha — 8:31Growth and Innovation at Rapha — 11:08Transition to Albion — 16:38Product Design Philosophy — 22:34Feedback Loops and Product Evolution — 28:21Brand Expansion and Focus — 31:25Looking Forward at Albion — 33:53Read the latest 'The Business of Cycling' BlogSign up for 'The Business of Cycling' Newsletter
The Eurobike 2025 panel explores branding in the cycling industry, featuring Gerard Vroomen founder and Entrepeneur, Greg Shapleigh Brand Strategy Consultant, Justin Day Founder and Creative Director and Ricky Buckelei Marketing Manager.This is a rare opportunity to get real insights from a series of experts in the cycling industry on branding. The panel underscores that successful branding in cycling requires authenticity, strategic clarity, consistent investment, and a willingness to focus and say no to distractions, all while staying attuned to both heritage and evolving customer needs.Chapters0:00 — Introduction & Panel Overview2:38 — Guest Introductions7:02 — Differentiation in Cycling Brands14:02 — The Role of Storytelling & Brand Positioning15:28 — Sponsorships & Brand Activation26:13 — Heritage vs. Innovation31:44 — Brand Investment vs. Short-Term Sales42:14 — Strategy vs. Opportunity53:27 — Brand Evolution & Audience Q&A55:59 — Closing RemarksRead the latest 'The Business of Cycling' BlogSign up for 'The Business of Cycling' Newsletter
Gerard Vroomen is best known as the founder of Cervelo. This is the second time Gerard has been on the show, and this time around we talk about his new investment fund, Fundracer. Fundracer specializes in micro-mobility startups, and he started the fund just over a year ago with his partners, Rene Wiertz, who is the former owner and CEO of 3T, and Andy Ording, who was the former CEO and the founder of Zipp Wheels. The fund focuses mainly on safety technologies like AI collision detection, foldable helmets, as well as bicycle ABS systems. The discussion provides a rare behind-the-scenes look at how a micromobility investment fund actually operates. Vroomen candidly discusses decision-making criteria, operational division of responsibilities among partners, and hands-on support. Their market intelligence from evaluating 600 companies annually explains their safety-tech focus over performance products.0:00 – Introduction & Purpose of the Interview0:51 – Meet the Founders: Backgrounds and Industry Experience7:12 – Building the Team & Fund Structure14:04 – How Fundracer Invests: Process, Criteria, and Due Diligence19:20 – Investment Size, Portfolio Strategy, and Active Support23:12 – What Makes a Great Startup: Criteria, Challenges, and Lessons Learned32:14 – Reflections, Industry Trends, and How to ConnectRead the latest 'The Business of Cycling' BlogSign up for 'The Business of Cycling' Newsletter
Alberto Morgando is the CEO of the iconic brand Mavic. Alberto shares his fascinating journey from studying mechanical engineering in Turin, Italy to leading multinational companies and private equity turnarounds before taking the helm at the legendary French wheel manufacturer.Arriving at a precarious moment when Mavic was struggling with significant losses amid cycling's market downturn, Alberto faces the critical task of returning this storied brand to profitability and long-term health.We explore his management philosophy, the unique challenges of revitalizing a storied brand, and his strategic approach to navigating the volatile cycling industry. With his outsider perspective and proven turnaround expertise, Alberto offers fresh insights into brand revival, market dynamics, and the evolving future of cycling.Introduction & Background0:00 – Introduction to Alberto Morgando and his background in engineering and management.Early Career & Moving Abroad1:14 – Alberto’s decision to study engineering, early career in logistics, and moving from Italy to France.Small vs. Large Companies5:45 – Experiences in small companies vs. large corporations, and the value of both.Transition to Consulting & MBA12:50 – Pursuing an MBA, entering consulting, and the impact on his career trajectory.Leadership Philosophy & Management Roles18:46 – Alberto’s approach to leadership, impact, and moving into executive roles.First CEO Experience & Private Equity22:06 – Taking on CEO roles in mid-sized companies, challenges, and successes.Joining Mavic & Brand Revitalization27:07 – How Alberto became involved with Mavic, the brand’s challenges, and his mandate.Cycling Industry Challenges & Strategy36:37 – The unique challenges of the cycling industry, market cycles, and Mavic’s strategy for growth.Product Innovation & Market Approach43:09 – Focus on product development, innovation, and balancing OEM and aftermarket business.Retail, D2C, and Channel Strategy53:54 – Mavic’s approach to retail, direct-to-consumer, and online channels.Closing & Contact Information59:17 – Final thoughts, how to contact Alberto, and closing remarks.Read the latest 'The Business of Cycling' BlogSign up for 'The Business of Cycling' Newsletter
In this episode, we dive deep into the shocking news of YT Industries entering self-administration, examining what led one of the bike industry's most successful direct-to-consumer brands to this critical juncture.Our guests bring unique insights to this developing story: Raymund Bareuther, an M&A expert who was directly involved in YT's previous acquisition deal when founder Markus Flossman brought in private equity investment, and Cristobal Perez, a veteran bike industry executive with decades of managerial experience across Europe.We explore the perfect storm that hit YT - from post-COVID inventory challenges and brutal industry-wide discounting wars to US tariff uncertainties affecting 50% of their business. Our experts break down what self-administration means, why even well-managed companies like YT can fall victim to industry-wide pressures, and what the restructuring process might look like going forward.We also discuss Markus Flossman's remarkably transparent YouTube response to the crisis and why this human approach to crisis communication stands out in an industry where companies typically go silent during financial difficulties.00:00 Introduction00:16 Meet the Experts:Raymund Bareuther and Cristobal Perez02:51 Understanding Mergers and Acquisitions (M&A)05:47 The YT Industries Situation07:09 The Impact of COVID-19 on the Bike Industry11:15 Self-Administration and Restructuring14:03 Future of YT Industries20:56 Cristobal Perez's Insights31:02 Challenges in the Bike Industry37:47 Conclusion and Contact Information
In this episode, I sit down with Greg Shapleigh, who came highly recommended by multiple previous guests as someone I absolutely had to interview. Greg's journey in the cycling industry is remarkable - he started as a shipping clerk at Giro after moving to Santa Cruz to pursue bike racing, but quickly found himself pulled into marketing and product development discussions. Over three decades, he's shaped some of cycling's most iconic brands and products, from Giro's revolutionary helmets to the creation of Fizik saddles.What makes Greg unique is his disciplined, values-driven approach to brand building, heavily influenced by mentorship from "Good to Great" author Jim Collins. We dive deep into his philosophy of focusing on core values rather than chasing opportunities, his experiences at companies like Specialized and Santa Cruz, and how he identifies stagnant product categories ripe for innovation. Greg shares invaluable insights on building teams, making strategic decisions, and the delicate balance between staying true to your brand and achieving growth.00:00 Introduction to Greg Shapley01:40 Greg's Early Life and Career Beginnings08:26 Discovering Cycling and Moving to Santa Cruz10:36 Starting at Giro and Early Marketing Involvement15:59 Transition to Marketing Manager at Giro18:24 Collaboration with Jim Collins and Business Philosophy25:10 Giro's Acquisition by Bell Sports32:23 Innovations and Expanding Product Lines38:48 Market Cycles and Product Innovation39:34 Understanding Product as a Concept40:41 Brand Values and Business Success41:48 Giro's Approach to Product Development43:52 Expanding into New Categories46:27 Career Transitions and Business Philosophy50:00 The Importance of Values in Business52:36 Challenges in Brand Positioning54:00 Consulting and Brand Strategy01:12:20 Specialized: A Case Study01:17:58 Final Thoughts and Contact InformationRead the latest 'The Business of Cycling' BlogSign up for 'The Business of Cycling' Newsletter
Stefan Reisinger is the Managing Director of Fairnamic which is the organization behind the Eurobike event in Frankfurt. In this timely conversation, Stefan provides an insider's perspective on what to expect at this year's show in Frankfurt, including 1,500+ exhibiting companies, new industry innovations, and the launch of a groundbreaking global bicycle purchasing index. With the cycling industry navigating challenging times, Stefan discusses how EUROBIKE serves as both a mirror to market conditions and a potential catalyst for recovery. Plus, he shares practical tips for maximizing your time at the event and highlights must-see panels and networking opportunities.00:39 Meet Stefan Reisinger: Managing Director of Fairnamic 01:37 EUROBIKE 2025: Updates and Expectations04:03 Global Participation and Market Trends04:54 Innovations and New Features at EUROBIKE10:53 Tips for Attending EUROBIKE12:17 Conclusion and Final ThoughtsRead the latest 'The Business of Cycling' BlogSign up for 'The Business of Cycling' Newsletter
Wayne Brown's unconventional journey from child actor to London advertising executive, working with major brands like Apple and Land Rover, led him to an unexpected destination: becoming CEO of cycling's premier marketing agency.Despite not being an avid cyclist when he joined Shift Active Media, Wayne has helped build what many consider the industry's most influential marketing firm. In this candid conversation, he shares insights on brand positioning, navigating industry volatility, and the future of cycling marketing.00:00 Introduction to Wayne Brown and Shift Active Media01:49 Wayne Brown's Early Life and Career Beginnings02:58 Transition from Acting to Advertising04:34 Climbing the Advertising Ladder13:10 High-Profile Advertising Campaigns16:21 Shift to Digital Advertising20:07 Joining Shift Active Media23:39 The Evolution of Shift and GCN27:28 Becoming CEO of Shift28:46 Challenges of Entering the Cycling Industry30:46 Shift's Position in the Cycling Market33:19 Impact of the COVID-19 Pandemic35:56 Expanding Beyond Cycling40:29 Shift's Comprehensive Service Offering45:27 Importance of Brand Positioning51:19 Macro Trends in Media56:09 Shift's Marketing and PR Strategy59:17 Conclusion and Contact InformationRead the latest 'The Business of Cycling' BlogSign up for 'The Business of Cycling' Newsletter
Wade Wallace's journey from a nuclear research town in Manitoba to building one of cycling's most influential media platforms was anything but conventional. As the founder of Cycling Tips and now Escape Collective, Wallace shares how a simple blog started during the 2008 financial crisis grew into a pioneering digital cycling platform.This conversation traces his path from accidental blogger to media entrepreneur, including his formative years at Rapha and his vision for sustainable, independent cycling journalism. His unique story serves as a microcosm of cycling media's evolution in the digital age.00:00 Introduction to Wade Wallace03:05 Wade's Early Life in Manitoba05:39 University and Early Career06:48 Accidental Foray into Competitive Cycling13:59 The Birth of Cycling Tips26:31 Joining Rapha and Learning the Ropes35:49 Balancing Rapha and Cycling Tips37:12 Reflecting on the Early Days of Cycling Tips37:38 Transitioning from Rapha to Cycling Tips40:36 Challenges and Growth of Cycling Tips45:22 Entering the U.S. Market and Taking on Investment49:16 Partnership with Pinkbike and Private Equity55:18 The Outside Acquisition and Its Challenges01:03:28 Launching Escape Collective01:09:59 The Future of Cycling Media01:13:13 Conclusion and Final ThoughtsRead the latest 'The Business of Cycling' BlogSign up for 'The Business of Cycling' Newsletter
Live from Cycling World 2025 Dusseldorf: In the discussion we dive into the future of cycling distribution with industry experts from Harmen van Es of Stichting DST & Dynamo Retail Group, Luca Bergliaffa of Assos, and Michael Scholz of SRM. Discover how digital integration, data sharing, and omnichannel strategies are transforming relationships between brands, retailers, and distributors in an increasingly connected cycling ecosystem.00:00 - 01:45: Introduction and Welcome 01:46 - 05:30: Panel Introductions 05:31 - 12:00: Evolution of Online Shopping in Cycling 12:01 - 18:45: Product Data Sharing and Integration 18:46 - 25:30: POS Systems and Retailer Integration 25:31 - 32:15: B2C vs B2B Customer Experience 32:16 - 38:00: Customer Data and Analytics 38:01 - 45:30: Future Trends in Distribution 45:31 - 47:00: Closing Remarks and ThanksRead the latest 'The Business of Cycling' BlogSign up for 'The Business of Cycling' Newsletter
The following is my conversation with Steve Smith. At the risk of sounding hyperbolic, he's among the most accomplished and interesting people that I've met in the cycling business. In addition to being a hardworking and genuine guy.Steve started his career at Nike in Oregon.His dream job was working for Nike, and after 10 years with the swoosh, he decided to pull up roots and move himself and his wife to Europe. I asked him why he did this. He said, he just wanted a new adventure, to discover something new. And where he landed was at Manifattura Valcismon in Veneto, where he went on to help the Cremonese family to reacquire the Castelli brand.From bankruptcy, they took it literally to the moon because it's become among the top brands in the cycling clothing business. I'm really fortunate to know Steve throughout my career, and I'm really, really excited to share his story with all of you in the cycling world.00:00 - 02:30: IntroductionBrief overview of Steve's career trajectoryIntroduction to the podcast02:30 - 07:45: Early Life and Cycling BeginningsGrowing up in Boring, OregonEarly cycling experiencesFirst race bike and Campagnolo componentsEducation and interest in French07:45 - 15:30: Nike YearsStarting at Nike in 1990Working in sales operationsEuropean assignment in AmsterdamProduct line management for cycling footwear and sandals15:30 - 21:15: The Big Move to ItalyDecision to leave Nike and move to EuropeThe conversation with his wife about relocatingLearning Italian and preparing for the moveConnection with Tim Maloney leading to Manifattura Valcismon21:15 - 28:00: Early Days at Manifattura ValcismonInitial role with SportfulThe challenges of working in a small Italian family companyLearning the cycling market and Italian business culture28:00 - 35:45: The Castelli AcquisitionThe 2004 purchase of CastelliInitial strategy and involvement with the US marketRepositioning the brand back to its performance rootsHistory of Castelli and Maurizio Castelli's innovations35:45 - 42:30: Product Innovation at CastelliDeveloping aerodynamic cycling clothingThe creation of the GABA jacketWorking with team Cervelo Test TeamThe importance of the product development team42:30 - 48:15: Distribution and Marketing EvolutionInternational distribution strategyDealing with online retail and discountingChanging landscape of cycling apparel distributionImpact of COVID on inventory and the supply chain48:15 - 54:00: Marketing and Communication StrategyEvolution from print to digital marketingSponsoring professional teamsHow pro cycling's influence has changedApplying Nike marketing experience to Castelli54:00 - 60:00: Life in Italy and Final ThoughtsBecoming integrated into Italian cultureReflections on 20+ years in ItalyFamily company dynamicsLooking toward the future
Felix Kuffner, is the creator behind "Felix Testet Bikes" and one of Germany's leading cycling content creators. Felix transitioned from racing BMX and working as a marketing manager to building a successful YouTube channel during the pandemic.In our conversation, we'll explore the business side of content creation in the cycling industry—from monetization strategies and brand relationships to what makes compelling video content that delivers both value and revenue to brands.This is an insightful look into the business of content creation from one of the leaders in the business.Check out Felix's channel here: https://www.youtube.com/c/FelixtestetBikesRead the latest 'The Business of Cycling' BlogSign up for 'The Business of Cycling' Newsletter
I wanted to sit down with a leader in the industry and talk about the recent developments regarding the tariffs being put in place by the United States. I was really happy to talk with Stijn Vriends, CEO of Vittoria Group. This was recorded on April 10th, just one day after the 90-day pause was announced. I wanted to give just a quick snapshot of this moment in time.This is a little different than our normal format, but I just wanted to get the word out and provide perspective from an industry leader on how they're thinking about and handling the tariffs, shedding more light on the situation. I really appreciate Stan taking the time to meet and talk with me.Read the latest 'The Business of Cycling' BlogSign up for 'The Business of Cycling' Newsletter