Spokes & Strategy: Marketing the Bicycle

The algorithm decides what you see online. At a trade show, nobody is deciding that for you, and that is the point.

In this episode of Spokes & Strategy, Brandon Morphew talks with Jim Kersten, show director of CABDA Expo and a third generation bike shop owner in Chicago. Jim explains why he built CABDA around regional timing instead of one massive event, what trade shows still do better than online discovery, and why he believes the bike industry's biggest problem right now is execution, not ideas.

What You'll Learn

• Why CABDA moved away from a single national show to regional events timed around when shops can actually leave the floor
• What "organized serendipity" means, and why unplanned conversations on the show floor can matter more than scheduled meetings
• Why Jim believes the industry doesn't have an idea problem, it has an execution problem, and what that looks like in practice
• How CABDA measures success beyond total headcount, including the mix of shops and businesses attending
• Why some major brands skip trade shows to run their own dealer events, and what Jim thinks they are missing
• What Jim tells any shop owner deciding whether to make the trip back to CABDA this year

Jim Kersten is the show director of CABDA Expo, which produces bicycle industry trade shows built around independent bicycle retailers, brands, distributors, and the service providers who support them. He also owns and operates a bicycle shop in Chicago that has been in his family for almost fifty years.

Learn more about CABDA Expo:

Website: https://cabdashow.com/

Instagram: https://www.instagram.com/cabda_expo/

Learn more about Jim Kersten:

LinkedIn: https://www.linkedin.com/in/jim-kersten-98197725

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/

The bike industry keeps chasing new riders in silos instead of working together, and that has to change.

In this episode of Spokes & Strategy, Brandon Morphew talks with Michael Forte, founder of Wheelhouse Strategies. Michael has seen the bike business from nearly every seat, as a bike shop owner, and later in leadership roles at Giant, Specialized, Felt, and Rossignol. He and Brandon connect the dots between retail, suppliers, data, and the shared goal of getting more people on bikes.

What You'll Learn

• Why IBD unit sales have declined since 2015, and why this is an industry problem, not just a retailer or supplier problem
• How the disappearance of entry level bikes under a thousand dollars is closing off the path to new cyclists
• Why buy online, pick up in store still outperforms ship to home, even for major online-capable brands
• How to use an ABC analysis to focus on the 20 percent of SKUs driving 80 percent of revenue
• Why trust between suppliers and retailers breaks down, and what visiting dealers in person does to fix it
• How AI can augment a lean team instead of replacing it, and where it fits into 2027 planning

Michael Forte is the founder of Wheelhouse Strategies, where he works with retailers, suppliers, and organizations across the cycling industry on operations, inventory planning, data, and strategy. He built his perspective from the ground up, starting as a bike shop owner before moving into leadership roles at Giant, Specialized, Felt, and Rossignol.

Learn more about Michael Forte and Wheelhouse Strategies:
Website: https://thebikeshoplist.com/
Wheelhouse Strategies: https://thebikeshoplist.com/about-wheel-house-strateg

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/

Bike lanes get built. Bike cultures get built too, and that takes something different.

In this episode of Spokes & Strategy, Brandon Morphew talks with Ken McLeod, policy director at the League of American Bicyclists. Ken is an attorney and longtime bicycle advocate who works on everything from federal policy and state rankings to local street projects in his own community of Roanoke, Virginia. He and Brandon talk about what makes a place actually feel safe to ride, what tactical urbanism projects look like in practice, and what local bike shops can realistically do to support advocacy.

What You'll Learn

• Why Ken shifted his focus over 14 years from bike laws to physical infrastructure, and what changed his mind
• How a $15,000 community grant and one day of painting transformed a Roanoke street, and what the community did with it afterward
• Why federal funding cuts to bike infrastructure matter even for towns far from Washington, and what local governments can still do
• Where to find local data sources, like city paving schedules, that can make bike lanes cheaper and easier to add
• Why the rise of e-bikes and micromobility devices is creating pressure for new regulation, and what Ken hopes states get right
• What role a local bike shop can play in building a bike friendly culture, beyond just selling and repairing bikes

Ken McLeod is the policy director for the League of American Bicyclists, where he works on bicycle safety policy, manages the Bicycle Friendly State program, and supports state and local advocacy organizations across the country. He joined the League in 2012 after graduating from William & Mary Law School and is a licensed attorney in Virginia. He is also a founding board member and former board chair of PedalSafe ROA, a local advocacy group in Roanoke.

Learn more about Ken McLeod and the League of American Bicyclists:

Website: https://bikeleague.org/

Facebook: https://www.facebook.com/ken.mcleod.777

LinkedIn: https://www.linkedin.com/in/ken-mcleod-21013a2

Bluesky: @kenmcld.bsky.social

Learn more about PedalSafe ROA:

Website: https://pedalsaferoa.org/

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/

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