Shows / Spokes & Strategy: Marketing the Bicycle
Spokes & Strategy: Marketing the Bicycle
Spokes & Strategy: Marketing the Bicycle
The show where the business of bikes meets the joy of riding. Hosted by Brandon Morphew of Miso Partners, it’s a free-flowing conversation about how independent shops, athletes, and brands can evolve in a changing industry without losing the soul of cycling. From sales strategies and storytelling to customer engagement and community, each episode explores how to modernize the way we sell and celebrate bikes, balancing innovation with authenticity. No…
Episodes
- Spokes & Strategy: Marketing the Bicycle
EP 26: Building Premium Bike Tools in the USA with Jason Quade
When the people who design a tool also make it, the feedback loop is twenty feet long. In this episode of Spokes & Strategy, Brandon Morphew talks with Jason…
- Spokes & Strategy: Marketing the Bicycle
EP 25: Why Tall Riders Get the Speed Wobble, and How Lennard Zinn Solved It
A bike that shakes uncontrollably at speed is not bad luck. It is physics, and Lennard Zinn has spent over 40 years solving for it. In this episode of Spokes &…
- Spokes & Strategy: Marketing the Bicycle
EP 24: Why Employees Leave Retail, and What Shop Owners Can Do with Ron Thurston
People rarely leave a job over money. They leave because nobody showed them where it was going. In this episode of Spokes & Strategy, Brandon Morphew talks…
- Spokes & Strategy: Marketing the Bicycle
EP 23: What Makes an Athlete Right for Sponsorship with Yuri Hauswald
Character is hard to measure and easy to spot, and it matters more than follower count. In this episode of Spokes & Strategy, Brandon Morphew talks with Yuri…
- Spokes & Strategy: Marketing the Bicycle
EP 22: Why Doing a Good Job Is the Whole Business Model with Mike McCormack
Some businesses chase a bigger vision. This one just tries to do a good job, every single time. In this episode of Spokes & Strategy, Brandon Morphew talks…
- Spokes & Strategy: Marketing the Bicycle
EP 21: How Predictive Maintenance Could Change the Bike Shop Bench with CrankPal
A bike leaves the shop working. Nobody knows what happens to it until it comes back broken. In this episode of Spokes & Strategy, Brandon Morphew talks with…
- Spokes & Strategy: Marketing the Bicycle
EP 20: How Customers Actually Choose a Local Business with Mike Blumenthal
Most businesses see their analytics. Only Google sees what a customer does before they ever click. In this episode of Spokes & Strategy, Brandon Morphew talks…
- Spokes & Strategy: Marketing the Bicycle
EP 19: Why the Bike Industry Has an Execution Problem, Not an Idea Problem
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…
- Spokes & Strategy: Marketing the Bicycle
EP 18: How Retailers and Suppliers Can Rebuild Trust in the Bike Industry
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…
- Spokes & Strategy: Marketing the Bicycle
EP 17: Why Bike Lanes Alone Don't Make a Community Bike Friendly with Ken McLeod
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…
- Spokes & Strategy: Marketing the Bicycle
EP 16: What Really Makes a Cycling Product Premium with Seth Carlson
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…
- Spokes & Strategy: Marketing the Bicycle
EP 15: Turning Wrenches Into Real-World Opportunity
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…
- Spokes & Strategy: Marketing the Bicycle
EP 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…
- Spokes & Strategy: Marketing the Bicycle
EP 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…
- Spokes & Strategy: Marketing the Bicycle
EP 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…
- Spokes & Strategy: Marketing the Bicycle
EP 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…
- Spokes & Strategy: Marketing the Bicycle
EP 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, and Carver Bikes. Forrest…
- Spokes & Strategy: Marketing the Bicycle
EP 9: A Year of Challenges & Opportunities for Bike Shops
In this conversation, Brandon Morphew and Chris Mehlman reflect on the year 2025, discussing the challenges and opportunities faced by the bike industry…
- Spokes & Strategy: Marketing the Bicycle
Ep. 8: The Rise of Cycling Apps
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…
- Spokes & Strategy: Marketing the Bicycle
Ep. 7: Kelly Catale – Mentorship on Wheels Through New England Youth Cycling
In this episode of Spokes and Strategy, hosts Brandon Morphew and Chris Mehlman welcome Kelly Catale, Executive Director of New England Youth Cycling and…
- Spokes & Strategy: Marketing the Bicycle
Ep. 6: Jake Munroe – From Navy Intelligence to Bike Shop Community Builder
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…
- Spokes & Strategy: Marketing the Bicycle
Ep. 5: Holiday Wins, Winter Momentum, and Laying the Groundwork for 2026
The holidays aren’t just the year-end rush—they’re a chance to spark connection, drive meaningful traffic, and set up real momentum for 2026. Brandon and Chris…
- Spokes & Strategy: Marketing the Bicycle
Ep. 4: Shepard Grinker on Building Trails and Community
In this episode, Brandon sits down with Shepard Grinker, owner of Tenafly Bicycle Workshop in Tenafly, NJ — a shop known for craftsmanship without…
- Spokes & Strategy: Marketing the Bicycle
Ep. 3: Mike O'Connell on Growing a Shop and Building a Community
In this conversation, Mike O'Connell emphasizes the importance of prioritizing the customer experience in ride-sharing scenarios. He discusses the common…
- Spokes & Strategy: Marketing the Bicycle
Ep 2: The Power of Mindset in Business and Life
Summary In this conversation, Brandon and Chris discuss the importance of mindset in various aspects of life, including business and personal growth…
- Spokes & Strategy: Marketing the Bicycle
Ep 1: Inspiring Riders in a Modern Bike Market
In the debut episode of Spokes & Strategy, Brandon Morphew and Chris Mehlman kick things off with an honest conversation about the state of the bicycle…