Priority Bicycles founder Dave Weiner quit his job as a software CEO to pursue a risky idea: building a new kind of bike. In 2014, he started sourcing parts to make his first low-maintenance model, with a rust-proof aluminum frame and a carbon fiber belt drive instead of a chain. Dave was able to keep costs down by selling DTC, but had to scramble to meet demand when his first Kickstarter campaign yielded 1500 orders. From there, Priority pedaled forward steadily, adding new models, and partnering with hotels to provide low-maintenance bikes for guests. Today, after weathering the extreme whiplash of Covid and a debilitating bike accident, Dave is optimistic that Priority will keep growing, with 25 current models and sales of roughly 25,000 bikes a year.

This episode was produced by Josh Lash with music by Ramtin Arablouei.

Edited by Neva Grant, with research from Carla Esteves .

Our engineers were Gilly Moon and Robert Rodriguez.

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