Creating a Truly Novel Product in a Global Market, with Mikkel Johannessen - Ways to Wealth EP124

In this episode of the Ways to Wealth Podcast, Charlie is joined by Mikkel Johannessen!Mikkel is the founder of Fox Folk, a product innovation company in the mountain bike industry. With over 20 years of experience as a brand designer and creative director across eight countries, Mikkel shares how he pivoted during COVID to pursue his lifelong passion for inventing and commercialising products.The conversation explores Mikkel’s journey from idea to global market, sparked by a friend’s $12,000 cracked bike frame that led to a world first frame protection product. Operating from Queenstown, he deliberately bootstrapped the business to retain autonomy, investing heavily in R&D and tooling rather than chasing fast growth.Mikkel breaks down his unconventional marketing approach, including how posting directly into Facebook groups helped Fox Folk reach customers in 80 countries within nine months without spending anything on paid advertising. He also shares why focusing on true novelty rather than commodity products has allowed the business to compete on its own terms, and what’s next with a second product launching in early 2026 into a market 20 times larger than the first.Find out more about Fox Folk here: foxfolk.coWatch all episodes of the Ways to Wealth Podcast here: eccuity.com/podcasts#waystowealth #entrepreneurship #productinnovation #design #manufacturing #start-ups #bootstrapping #marketing #newzealand