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.

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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 Rapha
2:46 Fran’s Early Life & Family Background
3:25 Starting a Career & Managing David Millar
7:15 Event Promotion & British Cycling
12:48 Team Sky & Leadership Roles
17:54 Transition to BellStaff & Apparel Industry
21:13 Joining Rapha: Motivation & First Impressions
24:15 Righting the Ship at Rapha: Challenges & Strategy
34:22 Market Trends & Channel Strategy
40:44 Closing Thoughts & Contact Info

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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 Connect

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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 – 0:00
Early Career and Entry into Cycling – 1:33
Building Specialized in Europe – 11:08
Competing, Strategy, and Brand Development – 17:15
Innovation, Product Development, and COVID-19 – 26:34
The Future of Cycling & Closing Thoughts – 38:23

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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.

Chapters

Introduction — 0:00
Early Life and Education — 2:31
Entering the Fashion Industry — 6:04
Joining Rapha — 8:31
Growth and Innovation at Rapha — 11:08
Transition to Albion — 16:38
Product Design Philosophy — 22:34
Feedback Loops and Product Evolution — 28:21
Brand Expansion and Focus — 31:25
Looking Forward at Albion — 33:53

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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.

Chapters

• 0:00 — Introduction & Panel Overview
• 2:38 — Guest Introductions
• 7:02 — Differentiation in Cycling Brands
• 14:02 — The Role of Storytelling & Brand Positioning
• 15:28 — Sponsorships & Brand Activation
• 26:13 — Heritage vs. Innovation
• 31:44 — Brand Investment vs. Short-Term Sales
• 42:14 — Strategy vs. Opportunity
• 53:27 — Brand Evolution & Audience Q&A
• 55:59 — Closing Remarks

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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 Interview
0:51 – Meet the Founders: Backgrounds and Industry Experience
7:12 – Building the Team & Fund Structure
14:04 – How Fundracer Invests: Process, Criteria, and Due Diligence
19:20 – Investment Size, Portfolio Strategy, and Active Support
23:12 – What Makes a Great Startup: Criteria, Challenges, and Lessons Learned
32:14 – Reflections, Industry Trends, and How to Connect

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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 & Background
0:00 – Introduction to Alberto Morgando and his background in engineering and management.
Early Career & Moving Abroad
1:14 – Alberto’s decision to study engineering, early career in logistics, and moving from Italy to France.
Small vs. Large Companies
5:45 – Experiences in small companies vs. large corporations, and the value of both.
Transition to Consulting & MBA
12:50 – Pursuing an MBA, entering consulting, and the impact on his career trajectory.
Leadership Philosophy & Management Roles
18:46 – Alberto’s approach to leadership, impact, and moving into executive roles.
First CEO Experience & Private Equity
22:06 – Taking on CEO roles in mid-sized companies, challenges, and successes.
Joining Mavic & Brand Revitalization
27:07 – How Alberto became involved with Mavic, the brand’s challenges, and his mandate.
Cycling Industry Challenges & Strategy
36:37 – The unique challenges of the cycling industry, market cycles, and Mavic’s strategy for growth.
Product Innovation & Market Approach
43:09 – Focus on product development, innovation, and balancing OEM and aftermarket business.
Retail, D2C, and Channel Strategy
53:54 – Mavic’s approach to retail, direct-to-consumer, and online channels.
Closing & Contact Information
59:17 – Final thoughts, how to contact Alberto, and closing remarks.


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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 Introduction
00:16 Meet the Experts:Raymund Bareuther and Cristobal Perez
02:51 Understanding Mergers and Acquisitions (M&A)
05:47 The YT Industries Situation
07:09 The Impact of COVID-19 on the Bike Industry
11:15 Self-Administration and Restructuring
14:03 Future of YT Industries
20:56 Cristobal Perez's Insights
31:02 Challenges in the Bike Industry
37:47 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.

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 Expectations
04:03 Global Participation and Market Trends
04:54 Innovations and New Features at EUROBIKE
10:53 Tips for Attending EUROBIKE
12:17 Conclusion and Final Thoughts

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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 Media
01:49 Wayne Brown's Early Life and Career Beginnings
02:58 Transition from Acting to Advertising
04:34 Climbing the Advertising Ladder
13:10 High-Profile Advertising Campaigns
16:21 Shift to Digital Advertising
20:07 Joining Shift Active Media
23:39 The Evolution of Shift and GCN
27:28 Becoming CEO of Shift
28:46 Challenges of Entering the Cycling Industry
30:46 Shift's Position in the Cycling Market
33:19 Impact of the COVID-19 Pandemic
35:56 Expanding Beyond Cycling
40:29 Shift's Comprehensive Service Offering
45:27 Importance of Brand Positioning
51:19 Macro Trends in Media
56:09 Shift's Marketing and PR Strategy
59:17 Conclusion and Contact Information

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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 Wallace
03:05 Wade's Early Life in Manitoba
05:39 University and Early Career
06:48 Accidental Foray into Competitive Cycling
13:59 The Birth of Cycling Tips
26:31 Joining Rapha and Learning the Ropes
35:49 Balancing Rapha and Cycling Tips
37:12 Reflecting on the Early Days of Cycling Tips
37:38 Transitioning from Rapha to Cycling Tips
40:36 Challenges and Growth of Cycling Tips
45:22 Entering the U.S. Market and Taking on Investment
49:16 Partnership with Pinkbike and Private Equity
55:18 The Outside Acquisition and Its Challenges
01:03:28 Launching Escape Collective
01:09:59 The Future of Cycling Media
01:13:13 Conclusion and Final Thoughts

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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 Stitching DST, 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 Thanks

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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: Introduction

• Brief overview of Steve's career trajectory
• Introduction to the podcast

02:30 - 07:45: Early Life and Cycling Beginnings

• Growing up in Boring, Oregon
• Early cycling experiences
• First race bike and Campagnolo components
• Education and interest in French

07:45 - 15:30: Nike Years

• Starting at Nike in 1990
• Working in sales operations
• European assignment in Amsterdam
• Product line management for cycling footwear and sandals

15:30 - 21:15: The Big Move to Italy

• Decision to leave Nike and move to Europe
• The conversation with his wife about relocating
• Learning Italian and preparing for the move
• Connection with Tim Maloney leading to Manifattura Valcismon

21:15 - 28:00: Early Days at Manifattura Valcismon

• Initial role with Sportful
• The challenges of working in a small Italian family company
• Learning the cycling market and Italian business culture

28:00 - 35:45: The Castelli Acquisition

• The 2004 purchase of Castelli
• Initial strategy and involvement with the US market
• Repositioning the brand back to its performance roots
• History of Castelli and Maurizio Castelli's innovations

35:45 - 42:30: Product Innovation at Castelli

• Developing aerodynamic cycling clothing
• The creation of the GABA jacket
• Working with team Cervelo Test Team
• The importance of the product development team

42:30 - 48:15: Distribution and Marketing Evolution

• International distribution strategy
• Dealing with online retail and discounting
• Changing landscape of cycling apparel distribution
• Impact of COVID on inventory and the supply chain

48:15 - 54:00: Marketing and Communication Strategy

• Evolution from print to digital marketing
• Sponsoring professional teams
• How pro cycling's influence has changed
• Applying Nike marketing experience to Castelli

54:00 - 60:00: Life in Italy and Final Thoughts

• Becoming integrated into Italian culture
• Reflections on 20+ years in Italy
• Family company dynamics
• Looking 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/FelixtestetBikes

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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.

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Will Fripp is a UK industry veteran with decades of experience across all segments of the cycling business. Will's journey spans from his early days working at bike shops and Evans cycles to leadership roles at Madison, the UK's largest distributor and Shift Active Media.

He is now the head of Extra UK, one of the country's premier cycling distributors, and Will offers unique insights into the evolution of the industry, particularly in post-Brexit Britain. In this conversation we'll explore how distribution has transformed in the digital age, the challenges of navigating Brexit and the pandemic's boom and bust cycle, and the current state of the UK cycling market.

Will brings a wealth of knowledge about brand management, marketing strategy, and the delicate balance of curating the right assortment of brands that complement rather than compete with each other.Join us for a fascinating look at the past, present, and future of cycling distribution in the UK through the eyes of someone who has lived it from all angles.

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My conversation with David Millar revealed the fascinating journey of this former professional cyclist turned entrepreneur. Based in Girona, Spain, David openly shared his path from professional cycling to founding the clothing brand CHPT3.

With his Scottish roots and formative years spent in Hong Kong, David spoke candidly about the challenges of transitioning from professional cycling to becoming a small business owner. 

Our conversation provided valuable insights into the cycling industry, brand positioning, and the difficulties of scaling a niche business. David also discussed his new role with Factor Bikes as Brand Director, where he's applying his marketing expertise to a company focused on manufacturing excellence.

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Max Von Singer is the founder of Berlin-Based Bicycle Brand Standert. From its humble beginnings as a small bike shop café during the fixed gear boom of the early 2010s, Standert has grown into a respected European cycling brand with a loyal following.

Max, along with his wife and co-founder Ana, share their journey from selling 50 track bikes to developing a full lineup of premium bicycles, all while maintaining an organic, design-focused approach to brand building through social media and community engagement rather than traditional marketing.They've built a team of 30 employees and shipped bikes worldwide.

Their story is one of balancing creative passion with the demands of running a growing business, highlighting the challenges and rewards of staying true to your vision while professionalizing operations.

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