Is a cycling product premium because of what it is made of, or because of who you saw riding it.

In this episode of Spokes and Strategy, Brandon Morphew sits down with Seth Carlson, founder of Rotation Engineering, to talk about what actually makes a cycling product worth paying more for. Seth spent over a decade in manufacturing and aftermarket products before starting his own brand, and he has spent just as long thinking about why customers believe one product is better than another, even when the parts inside are nearly the same.

Before the conversation goes further, a quick note on transparency. Seth and Rotation Engineering are clients of Miso Partners, and that relationship is part of how Brandon and Seth know each other. It felt right to say that plainly before diving in.

What You'll Learn

• Why customer perception of quality often comes down to trust in a pro rider, not the parts themselves
• How Seth decided a wheel set could match the specs of a $3,000 wheel and sell for $2,000, with no real gap in quality
• Why direct to consumer brands often start cheap and raise prices once they are established
• What actually goes into building a chain wax from scratch, including a batch that did not work and a lesson learned the hard way
• Where Seth draws the line between cutting cost and cutting quality, and why some materials are non negotiable
• Why bike shop staff often are not given enough information to explain why a $2,000 wheel is worth the price

Seth Carlson is an engineer, entrepreneur, and product developer with more than a decade of experience in manufacturing and aftermarket products. He is the founder of Rotation Engineering and president of Seals It and Alan Tool. His background spans motorsports racing, manufacturing, and product development, and he has spent his career turning ideas into products people actually want to buy.

Learn more about Rotation Engineering:
Website: rotation-engineering.com

Instagram: @rotationengineering_bike

Facebook: https://www.facebook.com/RotationEngineering/

Spokes & Strategy is brought to you by Miso Partners.

Follow Miso Partners:
Instagram: https://www.instagram.com/misopartners/
Facebook: https://www.facebook.com/misopartners
Website: https://misopartners.com/

Brandon Morphew sits down with Paul Stucki of Project Bike Tech to talk about how bicycles can become a powerful tool for STEM learning, hands-on skills, and career pathways.Paul shares how Project Bike Tech helps students build confidence in the classroom and prepares them with real-world shop experience, while also explaining the challenges of keeping these programs alive long-term.If you care about bike shops, education, and the next generation of mechanics, this conversation is for you.

Learn more about Project Bike Tech: www.projectbiketech.org

https://www.instagram.com/PROJECTBIKETECH

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

Instagram @bffbikes

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

Instagram @colonialbicyclecompany
Facebook @ColonialBicycleCompany

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/
Follow CCB Women’s Cycling Facebook: https://www.facebook.com/ccbwomenscycling/
Follow CCB Women’s Cycling Instagram: @ccbwomenscycling

Follow Lizzie Gonzalez @lizzygunsalus

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/

In this episode of Spokes and Strategy, Brandon Morphew sits down with Forrest Carver, co-owner of Bath Cycle and Ski, 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/

Check out Bath Cycle and Ski and Explore BikeMan.com https://www.bikeman.com/

Instagram: @bathcycleandski

Facebook: @bathcycleandski

YouTube: @BikemanTV

In this conversation, Brandon Morphew and Chris Mehlman reflect on the year 2025, discussing the challenges and opportunities faced by the bike industry, particularly in relation to e-bikes and the impact of AI on personal and professional growth. They explore the importance of service in bike shops, the evolving landscape of e-bikes, and the role of technology in enhancing productivity and critical thinking.

www.misopartners.com

In this episode of Spokes and Strategy, hosts Brandon Morphew and Chris Mehlman discuss the evolution of technology in cycling, focusing on how apps like Strava and Ride with GPS have transformed the cycling experience. They explore the impact of these technologies on community building, route planning, and the cycling industry, while also considering the balance between technology and traditional cycling experiences.

In this episode of Spokes and Strategy, hosts Brandon Morphew and Chris Mehlman welcome Kelly Catale, Executive Director of New England Youth Cycling and founder of Team KellCat Devo. Kelly shares her journey from a professional racer and role in the corporate world to leading youth cycling initiatives, emphasizing the importance of mentorship and community building. The conversation explores the challenges and growth opportunities in youth cycling, highlighting the impact of creating inclusive and supportive environments for young athletes.

Be sure to check out NEYC here! They area always looking for coaches! https://www.neyouthcycling.com/

You can also use the team finder tool here: https://www.neyouthcycling.com/team-finder

Follow Kelly here: https://www.instagram.com/kelly.catale/?hl=en