Opportunity vs. Strategy: Greg Shapleigh(Giro, Bell, Specialized, Mips) on Values-Driven Brand Building
In this episode, I sit down with Greg Shapleigh, who came highly recommended by multiple previous guests as someone I absolutely had to interview. Greg's journey in the cycling industry is remarkable - he started as a shipping clerk at Giro after moving to Santa Cruz to pursue bike racing, but quickly found himself pulled into marketing and product development discussions. Over three decades, he's shaped some of cycling's most iconic brands and products, from Giro's revolutionary helmets to the creation of Fizik saddles.What makes Greg unique is his disciplined, values-driven approach to brand building, heavily influenced by mentorship from "Good to Great" author Jim Collins. We dive deep into his philosophy of focusing on core values rather than chasing opportunities, his experiences at companies like Specialized and Santa Cruz, and how he identifies stagnant product categories ripe for innovation. Greg shares invaluable insights on building teams, making strategic decisions, and the delicate balance between staying true to your brand and achieving growth.00:00 Introduction to Greg Shapley01:40 Greg's Early Life and Career Beginnings08:26 Discovering Cycling and Moving to Santa Cruz10:36 Starting at Giro and Early Marketing Involvement15:59 Transition to Marketing Manager at Giro18:24 Collaboration with Jim Collins and Business Philosophy25:10 Giro's Acquisition by Bell Sports32:23 Innovations and Expanding Product Lines38:48 Market Cycles and Product Innovation39:34 Understanding Product as a Concept40:41 Brand Values and Business Success41:48 Giro's Approach to Product Development43:52 Expanding into New Categories46:27 Career Transitions and Business Philosophy50:00 The Importance of Values in Business52:36 Challenges in Brand Positioning54:00 Consulting and Brand Strategy01:12:20 Specialized: A Case Study01:17:58 Final Thoughts and Contact InformationRead the latest 'The Business of Cycling' BlogSign up for 'The Business of Cycling' Newsletter
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1:19:22
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1:19:22
Eurobike 2025 Pre-Show Insights with Managing Director Stefan Reisinger
Stefan Reisinger is the Managing Director of Fairnamic which is the organization behind the Eurobike event in Frankfurt. In this timely conversation, Stefan provides an insider's perspective on what to expect at this year's show in Frankfurt, including 1,500+ exhibiting companies, new industry innovations, and the launch of a groundbreaking global bicycle purchasing index. With the cycling industry navigating challenging times, Stefan discusses how EUROBIKE serves as both a mirror to market conditions and a potential catalyst for recovery. Plus, he shares practical tips for maximizing your time at the event and highlights must-see panels and networking opportunities.00:39 Meet Stefan Reisinger: Managing Director of Fairnamic 01:37 EUROBIKE 2025: Updates and Expectations04:03 Global Participation and Market Trends04:54 Innovations and New Features at EUROBIKE10:53 Tips for Attending EUROBIKE12:17 Conclusion and Final ThoughtsRead the latest 'The Business of Cycling' BlogSign up for 'The Business of Cycling' Newsletter
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12:54
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12:54
From Child Actor to Cycling's Premier Agency CEO: Wayne Brown's Unconventional Journey
Wayne Brown's unconventional journey from child actor to London advertising executive, working with major brands like Apple and Land Rover, led him to an unexpected destination: becoming CEO of cycling's premier marketing agency.Despite not being an avid cyclist when he joined Shift Active Media, Wayne has helped build what many consider the industry's most influential marketing firm. In this candid conversation, he shares insights on brand positioning, navigating industry volatility, and the future of cycling marketing.00:00 Introduction to Wayne Brown and Shift Active Media01:49 Wayne Brown's Early Life and Career Beginnings02:58 Transition from Acting to Advertising04:34 Climbing the Advertising Ladder13:10 High-Profile Advertising Campaigns16:21 Shift to Digital Advertising20:07 Joining Shift Active Media23:39 The Evolution of Shift and GCN27:28 Becoming CEO of Shift28:46 Challenges of Entering the Cycling Industry30:46 Shift's Position in the Cycling Market33:19 Impact of the COVID-19 Pandemic35:56 Expanding Beyond Cycling40:29 Shift's Comprehensive Service Offering45:27 Importance of Brand Positioning51:19 Macro Trends in Media56:09 Shift's Marketing and PR Strategy59:17 Conclusion and Contact InformationRead the latest 'The Business of Cycling' BlogSign up for 'The Business of Cycling' Newsletter
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1:00:13
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1:00:13
Cycling Tips, Rapha & Escape Collective: The Accidental Blogger that Built a Cycling Media Empire
Wade Wallace's journey from a nuclear research town in Manitoba to building one of cycling's most influential media platforms was anything but conventional. As the founder of Cycling Tips and now Escape Collective, Wallace shares how a simple blog started during the 2008 financial crisis grew into a pioneering digital cycling platform.This conversation traces his path from accidental blogger to media entrepreneur, including his formative years at Rapha and his vision for sustainable, independent cycling journalism. His unique story serves as a microcosm of cycling media's evolution in the digital age.00:00 Introduction to Wade Wallace03:05 Wade's Early Life in Manitoba05:39 University and Early Career06:48 Accidental Foray into Competitive Cycling13:59 The Birth of Cycling Tips26:31 Joining Rapha and Learning the Ropes35:49 Balancing Rapha and Cycling Tips37:12 Reflecting on the Early Days of Cycling Tips37:38 Transitioning from Rapha to Cycling Tips40:36 Challenges and Growth of Cycling Tips45:22 Entering the U.S. Market and Taking on Investment49:16 Partnership with Pinkbike and Private Equity55:18 The Outside Acquisition and Its Challenges01:03:28 Launching Escape Collective01:09:59 The Future of Cycling Media01:13:13 Conclusion and Final ThoughtsRead the latest 'The Business of Cycling' BlogSign up for 'The Business of Cycling' Newsletter
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1:14:12
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1:14:12
The Future of Distribution: Live @ Cycling World 2025 Dusseldorf
Live from Cycling World 2025 Dusseldorf: In the discussion we dive into the future of cycling distribution with industry experts from Harmen van Es of Stichting DST & Dynamo Retail Group, Luca Bergliaffa of Assos, and Michael Scholz of SRM. Discover how digital integration, data sharing, and omnichannel strategies are transforming relationships between brands, retailers, and distributors in an increasingly connected cycling ecosystem.00:00 - 01:45: Introduction and Welcome 01:46 - 05:30: Panel Introductions 05:31 - 12:00: Evolution of Online Shopping in Cycling 12:01 - 18:45: Product Data Sharing and Integration 18:46 - 25:30: POS Systems and Retailer Integration 25:31 - 32:15: B2C vs B2B Customer Experience 32:16 - 38:00: Customer Data and Analytics 38:01 - 45:30: Future Trends in Distribution 45:31 - 47:00: Closing Remarks and ThanksRead the latest 'The Business of Cycling' BlogSign up for 'The Business of Cycling' Newsletter
The Business of Cycling podcast takes you inside the cycling world from the perspective of those that work in the sector. Hear from passionate entrepreneurs and professionals from brands, teams, and bike shops.Read the latest 'The Business of Cycling' BlogSign up for 'The Business of Cycling' Newsletter
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