Spokes & Strategy: Marketing the Bicycle

Spokes & Strategy Episode 14: From Corporate to Community Building

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 Bikes https://bffbikes.com [https://bffbikes.com] Instagram @bffbikes

Spokes & Strategy episode 13: Where Service Gets Rebuilt

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.com [http://colonialbicycle.com] Instagram @colonialbicyclecompany Facebook @ColonialBicycleCompany

Spoke & Strategy Episode 12: Developing the Next Generation of Women’s Cyclists

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/ [https://www.pinkwatch.com/]Follow CCB Women’s Cycling Facebook: https://www.facebook.com/ccbwomenscycling/ [https://www.facebook.com/ccbwomenscycling/]Follow CCB Women’s Cycling Instagram: @ccbwomenscycling Follow Lizzie Gonzalez @lizzygunsalus [https://www.instagram.com/lizzygunsalus?igsh=c2NtN210cmoxbDUw#]

Spokes & Strategy Episode 11: E-Bikes, Etiquette, and The Path Forward

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/ [https://www.pedegoelectricbikes.com/dealers/grand-rapids/]

Spokes & Strategy Episode 10: Built in the Bike Business

In this episode of Spokes and Strategy, Brandon Morphew sits down with Forrest Carver, co-owner of Bath Cycle and Ski, BikeMan.com [http://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/ [https://carverbikes.com/] Check out Bath Cycle and Ski and Explore BikeMan.com [http://BikeMan.com] https://www.bikeman.com/ [https://www.bikeman.com/] Instagram: @bathcycleandski Facebook: @bathcycleandski YouTube: @BikemanTV