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 retail
• Growing 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 marketing
• Why trust is the most powerful sales and retention strategy
• Using POS data & AI to make smarter inventory and staffing decisions
• The challenge of small-square-footage retail & staying lean in a volatile industry
• Community rides as a “nonprofit mindset": value first, sales later
• How to scale without burning out employees (or yourself)
• Riding as therapy: making space for joy, family, and mental health
• What Jake is betting on for 2026: higher-end builds, niche brands, and smarter service offerings

Visit Munroe Velo: https://www.munroevelo.com/