Spokes & Strategy: Marketing the Bicycle

In this episode of Spokes and Strategy, Brandon Morphew sits down with Gillian Forsyth, owner of BFF Bikes in Chicago. Gillian shares her journey from corporate accounting to bike shop ownership and how she’s built her business around supporting new riders.They dive into creating a more welcoming in-store experience, the power of community through initiatives like triathlon socials, and why helping beginners feel comfortable is key to long-term growth.The conversation also explores the realities of running an independent shop, from hiring challenges to seasonal slowdowns, and how peer groups and industry connections can make all the difference.To learn more or connect with BFF Bikeshttps://bffbikes.comInstagram @bffbikes

In this episode of Spokes and Strategy, Brandon Morphew sits down with Colin McKenna, GM and partner at Colonial Bicycle Company in Portsmouth, New Hampshire. Colin shares how his team made a bold operational shift, eliminating service appointments entirely and what happened next.They dive into modern bike shop service, focusing on clear communication, better systems, and creating a smoother customer experience. Colin breaks down his approach to upfront assessments and time-based scheduling, and how those changes have driven real growth in labor revenue.The conversation also explores bigger-picture themes like retail strategy, staff development, and why community building is essential to long-term success in today’s bike industry.To learn more or connect with Colonial Bicycle Company:colonialbicycle.comInstagram @colonialbicyclecompanyFacebook @ColonialBicycleCompany

In this episode of Spokes and Strategy, Brandon Morphew sits down with Lauren LeClaire, Sports Director of CCB Women’s Cycling and President of a fourth-generation insurance agency in Massachusetts. Lauren shares how CCB has grown into one of the premier development programs for women’s road cycling in the United States, building not just athletes, but confident and capable leaders.They discuss education through athletics, developing a true pipeline to the professional ranks, the importance of junior programs, and what success really looks like beyond podiums. Lauren also dives into sponsor relationships, authentic storytelling, and how local bike shops and brands can meaningfully support the growth of the sport.From Europe race blocks to kitchen table study sessions at team camp, this conversation highlights what it takes to build sustainable success in women’s cycling.Learn more at https://www.pinkwatch.com/Follow CCB Women’s Cycling Facebook: https://www.facebook.com/ccbwomenscycling/Follow CCB Women’s Cycling Instagram: @ccbwomenscyclingFollow Lizzie Gonzalez @lizzygunsalus

In this episode of Spokes and Strategy, Brandon Morphew sits down with Tom Mulligan, owner of Pedego Electric Bikes in Grand Rapids, Michigan. Tom shares his unique journey from social work into the bike industry and how e-bikes are reshaping cycling in local communities.They discuss the rapid growth of e-bikes, evolving customer expectations, technician training, staffing challenges, and the importance of safety in shared trail spaces. Tom also offers insight into building a strong e-bike culture in Grand Rapids and practical advice for anyone considering their first electric bike.Visit Pedego Grand Rapids https://www.pedegoelectricbikes.com/dealers/grand-rapids/

In this episode of Spokes and Strategy, Brandon Morphew sits down with Forrest Carver, co-owner of Bath Cycle and Ski, BikeMan.com, and Carver Bikes. Forrest shares how he grew up in the bike industry and built a business that blends retail, e-commerce, and product development.They discuss pricing strategy, navigating today’s competitive bike market, the success of Take Me Home Tuesday, and why community and culture remain at the center of everything they do.Learn more about Carver Bikes https://carverbikes.com/Check out Bath Cycle and Ski and Explore BikeMan.com https://www.bikeman.com/Instagram: @bathcycleandskiFacebook: @bathcycleandskiYouTube: @BikemanTV

In this conversation, Brandon Morphew and Chris Mehlman reflect on the year 2025, discussing the challenges and opportunities faced by the bike industry, particularly in relation to e-bikes and the impact of AI on personal and professional growth. They explore the importance of service in bike shops, the evolving landscape of e-bikes, and the role of technology in enhancing productivity and critical thinking.www.misopartners.com

In this episode of Spokes and Strategy, hosts Brandon Morphew and Chris Mehlman discuss the evolution of technology in cycling, focusing on how apps like Strava and Ride with GPS have transformed the cycling experience. They explore the impact of these technologies on community building, route planning, and the cycling industry, while also considering the balance between technology and traditional cycling experiences.

In this episode of Spokes and Strategy, hosts Brandon Morphew and Chris Mehlman welcome Kelly Catale, Executive Director of New England Youth Cycling and founder of Team KellCat Devo. Kelly shares her journey from a professional racer and role in the corporate world to leading youth cycling initiatives, emphasizing the importance of mentorship and community building. The conversation explores the challenges and growth opportunities in youth cycling, highlighting the impact of creating inclusive and supportive environments for young athletes.Be sure to check out NEYC here! They area always looking for coaches! https://www.neyouthcycling.com/ You can also use the team finder tool here: https://www.neyouthcycling.com/team-finderFollow Kelly here: https://www.instagram.com/kelly.catale/?hl=en

In this episode, Brandon and Chris sit down with Jake Munroe, owner of Munroe Velo in Topsfield, MA, one of the most community-driven, fast-growing shops on the North Shore. Jake’s journey is anything but typical: childhood race-scene roots, years in Naval Intelligence, cybersecurity sales at IBM… and then a full pivot into bike shop ownership.Jake opens up about what he learned from those past lives, why trust is the shop’s real engine, and how leaning into data has fueled 50–60% year-over-year growth. He also shares how his gravel rides, goofy event ideas, and a deep commitment to accessibility have become the shop’s cornerstone.This episode is a grounded, honest look at what it really takes to reinvent a long-standing local bike shop and build a community people will travel from multiple states to be part of.What We Cover:Jake’s winding path from military intelligence → consulting → cybersecurity → bike retailGrowing up in New England cycling culture (and the legend of his dad, Tyler Munroe)How he revitalized a 20-year-old shop using approachability + modern marketingWhy trust is the most powerful sales and retention strategyUsing POS data & AI to make smarter inventory and staffing decisionsThe challenge of small-square-footage retail & staying lean in a volatile industryCommunity rides as a “nonprofit mindset": value first, sales laterHow to scale without burning out employees (or yourself)Riding as therapy: making space for joy, family, and mental healthWhat Jake is betting on for 2026: higher-end builds, niche brands, and smarter service offeringsVisit Munroe Velo: https://www.munroevelo.com/

The holidays aren’t just the year-end rush—they’re a chance to spark connection, drive meaningful traffic, and set up real momentum for 2026.Brandon and Chris break down the simple, high-impact moves bike shops can make right now: community events, stocking-stuffer strategies, winter service reminders, and consistent email that actually works.They also dig into reflection—what worked, what didn’t, and how to use the quiet months to reset and plan intentionally for the year ahead.Short, human, practical. Perfect for any shop heading into the winter season.www.misopartners.com

In this episode, Brandon sits down with Shepard Grinker, owner of Tenafly Bicycle Workshop in Tenafly, NJ — a shop known for craftsmanship without pretentiousness and a rare level of customer care. Shepard’s story travels from CNC machining to bike retail, from youth NICA coaching to building some of the Northeast’s most ambitious legal trail systems.We explore how a small shop can act like a “speedboat in a shipping lane,” adapting quickly in a turbulent industry, and why Shepard believes the future of bike retail sits at the intersection of service innovation, community leadership, and joyful riding.What We Cover:Shepard’s early memories of riding the Brooklyn Bridge on a rattling three-speedHow engineering precision shaped his approach to service and shop cultureThe harsh realities and deep rewards of owning a bike shop todayWhat it takes to build legal trails in places where MTB access has historically been a struggleThe rise of e-bikes, the gaps in the 25–37 rider demographic, and how shops can meet new expectationsWhy online service booking is changing the customer experienceThe power of blending advocacy and retail — and how it’s fueling growthGuided demos, community rides, and the road back to a robust mountain bike sceneWhat Shepard hopes the next three years of cycling in his region look likeLinks:🌐 Tenafly Bicycle Workshop — https://www.bicycleworkshop.com/📸 Instagram — https://www.instagram.com/bicycle_workshop/

In this conversation, Mike O'Connell emphasizes the importance of prioritizing the customer experience in ride-sharing scenarios. He discusses the common pitfalls that shop owners may encounter, particularly regarding their perceptions of speed and performance in relation to their customers.

SummaryIn this conversation, Brandon and Chris discuss the importance of mindset in various aspects of life, including business and personal growth. Emphasizing the value of curiosity and a growth mindset, which can be applied to learning new skills, whether it's cycling, music, or languages.

In the debut episode of Spokes & Strategy, Brandon Morphew and Chris Mehlman kick things off with an honest conversation about the state of the bicycle industry — what’s working, what’s stuck, and where innovation really begins. From the shop floor to modern marketing, they explore how bikes themselves haven’t changed much, but the way we sell and talk about them has to. Chris shares insights from both his racing and marketing background, touching on how inspiration and storytelling can turn browsers into riders. Together, they unpack why understanding the value of today’s bikes — and the experiences they create — is the key to unlocking new growth for shops, brands, and the entire cycling community.Keywords: bicycles, sales strategies, customer engagement, bike industry, innovationTakeaway: The fundamentals of cycling remain timeless — but it’s time the industry rethinks how it inspires, educates, and engages the next generation of riders.