Spokes & Strategy: Marketing the Bicycle

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 help...

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 cus...

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 e...

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 imp...

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...

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 critic...

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...

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...

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 l...

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 break down the simple, high-impact moves bike shops can make right now: community events, stocking-stuffer strategies, winter service reminders, and consistent email that actually works. They also dig into reflection—what worked, what didn’...

In this episode, Brandon sits down with Shepard Grinker, owner of Tenafly Bicycle Workshop in Tenafly, NJ — a shop known for craftsmanship without pretentiousness and a rare level of customer care. Shepard’s story travels from CNC machining to bike retail, from youth NICA coaching to building some of the Northeast’s most ambitious legal trail systems. We explore how a small shop can act like a “sp...

In this conversation, Mike O'Connell emphasizes the importance of prioritizing the customer experience in ride-sharing scenarios. He discusses the common pitfalls that shop owners may encounter, particularly regarding their perceptions of speed and performance in relation to their customers.

Summary In this conversation, Brandon and Chris discuss the importance of mindset in various aspects of life, including business and personal growth. Emphasizing the value of curiosity and a growth mindset, which can be applied to learning new skills, whether it's cycling, music, or languages.

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 industry — what’s working, what’s stuck, and where innovation really begins. From the shop floor to modern marketing, they explore how bikes themselves haven’t changed much, but the way we sell and talk about them has to. Chris shares insights...