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.