Spokes & Strategy: Marketing the Bicycle

Brandon Morphew
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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 jargon, no hard sell, just real talk from two riders who love this world and want to see it thrive.

  1. 3h ago

    Spokes & Strategy 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 with Mike Blumenthal, co-founder and analyst at Near Media. Mike has spent over two decades studying local search and consumer behavior, and built and sold multiple companies along the way, including Gather Up and Local U. He and Brandon talk about what actually drives a customer's decision to choose one local business over another, and what that means for a bike shop or brand trying to earn trust. What You'll Learn Why Mike closed his family's five million dollar retail business, and what that experience taught him about trust and business partnershipsHow Mike's user behavior research shows people making decisions differently by category, and what that reveals about the role of reviewsWhy brand recognition acts as a hidden ranking signal Google uses, even before a customer clicks anythingWhat a "lifestyle business" model could look like for a bike shop beyond fitting and selling bikesWhy build quality and buyer education matter more than ever as e-bikes bring in a new kind of customerWhy Mike believes it's never too late to start riding, at any ageMike Blumenthal is co-founder and analyst at Near Media, where his research focuses on local market behavior, including how consumers search for and choose businesses like personal injury attorneys. He previously co-founded Gather Up and Local U, and ran his family's retail business for over two decades before moving into local search and consumer research. Learn more about Mike Blumenthal and Near Media: Website: https://www.nearmedia.co/ LinkedIn (Near Media): https://www.linkedin.com/company/nearmediaco LinkedIn (Mike Blumenthal): https://www.linkedin.com/in/mblumenthal/ Twitter/X: @mblumenthal 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/

  2. Sep 30

    Spokes & Strategy 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, 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 floorWhat "organized serendipity" means, and why unplanned conversations on the show floor can matter more than scheduled meetingsWhy Jim believes the industry doesn't have an idea problem, it has an execution problem, and what that looks like in practiceHow CABDA measures success beyond total headcount, including the mix of shops and businesses attendingWhy some major brands skip trade shows to run their own dealer events, and what Jim thinks they are missingWhat 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/

  3. Sep 23

    Spokes & Strategy 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 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 problemHow the disappearance of entry level bikes under a thousand dollars is closing off the path to new cyclistsWhy buy online, pick up in store still outperforms ship to home, even for major online-capable brandsHow to use an ABC analysis to focus on the 20 percent of SKUs driving 80 percent of revenueWhy trust between suppliers and retailers breaks down, and what visiting dealers in person does to fix itHow 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/

  4. Sep 16

    Spokes & Strategy 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 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 mindHow a $15,000 community grant and one day of painting transformed a Roanoke street, and what the community did with it afterwardWhy federal funding cuts to bike infrastructure matter even for towns far from Washington, and what local governments can still doWhere to find local data sources, like city paving schedules, that can make bike lanes cheaper and easier to addWhy the rise of e-bikes and micromobility devices is creating pressure for new regulation, and what Ken hopes states get rightWhat 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/

  5. Sep 9

    Spokes & Strategy 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 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 themselvesHow Seth decided a wheel set could match the specs of a $3,000 wheel and sell for $2,000, with no real gap in qualityWhy direct to consumer brands often start cheap and raise prices once they are establishedWhat actually goes into building a chain wax from scratch, including a batch that did not work and a lesson learned the hard wayWhere Seth draws the line between cutting cost and cutting quality, and why some materials are non negotiableWhy 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/

  6. Aug 18

    Spokes & Strategy 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 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

  7. May 3

    Spokes & Strategy Episode 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 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

  8. Apr 12

    Spokes & Strategy episode 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. 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

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About

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 jargon, no hard sell, just real talk from two riders who love this world and want to see it thrive.

Information

  • Creator
    Brandon Morphew
  • Years Active
    2025 - 2026
  • Episodes
    20
  • Rating
    Explicit
  • Copyright
    © 2026 Brandon Morphew