Spokes & Strategy: Marketing the Bicycle

Brandon Morphew

Spokes & Strategy: Marketing the Bicycle The show where the business of bikes meets the joy of riding. Hosted by Brandon Morphew and Chris Mehlman 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. 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

    36 min

  2. 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

    47 min

  3. Apr 5

    Spoke & Strategy Episode 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 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

    40 min

  4. Mar 10

    Spokes & Strategy Episode 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 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/

    38 min

  5. Mar 3

    Spokes & Strategy Episode 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 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

    40 min

  6. 12/31/2025

    Spokes & Strategy 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, 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 critical thinking. www.misopartners.com

    29 min

  7. 12/22/2025

    Spokes & Strategy 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 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 cycling experiences.

    26 min

  8. 12/16/2025

    Spokes & Strategy 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 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 challenges and growth opportunities in youth cycling, highlighting the impact of creating inclusive and supportive environments for young athletes. Be sure to check out NEYC here! They area always looking for coaches! https://www.neyouthcycling.com/ You can also use the team finder tool here: https://www.neyouthcycling.com/team-finder Follow Kelly here: https://www.instagram.com/kelly.catale/?hl=en

    1h 5m
See All (14)

About

Spokes & Strategy: Marketing the Bicycle The show where the business of bikes meets the joy of riding. Hosted by Brandon Morphew and Chris Mehlman 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
    14
  • Rating
    Clean
  • Copyright
    © 2025 Brandon Morphew

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