The Business of Cycling

• From Rapha's Explosive Growth to Sustainable Scaling: Graeme Raeburn's Journey

  Graeme Raeburn brings a rare perspective to cycling apparel design. As Rapha's lead designer from 2008-2018, he witnessed the brand's explosive growth from a single room to industry dominance. Now leading design at sustainable British brand Albion, Graeme applies fashion training through an industrial design lens. This conversation explores how commercial reality shapes product decisions, the critical importance of power user feedback, and balancing innovation with market viability in cycling's demanding technical apparel segment.ChaptersIntroduction — 0:00Early Life and Education — 2:31Entering the Fashion Industry — 6:04Joining Rapha — 8:31Growth and Innovation at Rapha — 11:08Transition to Albion — 16:38Product Design Philosophy — 22:34Feedback Loops and Product Evolution — 28:21Brand Expansion and Focus — 31:25Looking Forward at Albion — 33:53Read the latest 'The Business of Cycling' BlogSign up for 'The Business of Cycling' Newsletter

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• Live Panel Eurobike 2025 - Brand Positioning Master Class

  The Eurobike 2025 panel explores branding in the cycling industry, featuring Gerard Vroomen founder and Entrepeneur, Greg Shapleigh Brand Strategy Consultant, Justin Day Founder and Creative Director and Ricky Buckelei Marketing Manager.This is a rare opportunity to get real insights from a series of experts in the cycling industry on branding. The panel underscores that successful branding in cycling requires authenticity, strategic clarity, consistent investment, and a willingness to focus and say no to distractions, all while staying attuned to both heritage and evolving customer needs.Chapters0:00 — Introduction & Panel Overview2:38 — Guest Introductions7:02 — Differentiation in Cycling Brands14:02 — The Role of Storytelling & Brand Positioning15:28 — Sponsorships & Brand Activation26:13 — Heritage vs. Innovation31:44 — Brand Investment vs. Short-Term Sales42:14 — Strategy vs. Opportunity53:27 — Brand Evolution & Audience Q&A55:59 — Closing RemarksRead the latest 'The Business of Cycling' BlogSign up for 'The Business of Cycling' Newsletter

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• Shark Tank Meets Cycling: Gerard Vroomen on Picking Winners in Micro-Mobility

  Gerard Vroomen is best known as the founder of Cervelo. This is the second time Gerard has been on the show, and this time around we talk about his new investment fund, Fundracer. Fundracer specializes in micro-mobility startups, and he started the fund just over a year ago with his partners, Rene Wiertz, who is the former owner and CEO of 3T, and Andy Ording, who was the former CEO and the founder of Zipp Wheels. The fund focuses mainly on safety technologies like AI collision detection, foldable helmets, as well as bicycle ABS systems. The discussion provides a rare behind-the-scenes look at how a micromobility investment fund actually operates. Vroomen candidly discusses decision-making criteria, operational division of responsibilities among partners, and hands-on support. Their market intelligence from evaluating 600 companies annually explains their safety-tech focus over performance products.0:00 – Introduction & Purpose of the Interview0:51 – Meet the Founders: Backgrounds and Industry Experience7:12 – Building the Team & Fund Structure14:04 – How Fundracer Invests: Process, Criteria, and Due Diligence19:20 – Investment Size, Portfolio Strategy, and Active Support23:12 – What Makes a Great Startup: Criteria, Challenges, and Lessons Learned32:14 – Reflections, Industry Trends, and How to ConnectRead the latest 'The Business of Cycling' BlogSign up for 'The Business of Cycling' Newsletter

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• Rebuilding an Icon: MAVIC CEO Alberto Morgando and Revival of the Legendary Brand

  Alberto Morgando is the CEO of the iconic brand Mavic. Alberto shares his fascinating journey from studying mechanical engineering in Turin, Italy to leading multinational companies and private equity turnarounds before taking the helm at the legendary French wheel manufacturer.Arriving at a precarious moment when Mavic was struggling with significant losses amid cycling's market downturn, Alberto faces the critical task of returning this storied brand to profitability and long-term health.We explore his management philosophy, the unique challenges of revitalizing a storied brand, and his strategic approach to navigating the volatile cycling industry. With his outsider perspective and proven turnaround expertise, Alberto offers fresh insights into brand revival, market dynamics, and the evolving future of cycling.Introduction & Background0:00 – Introduction to Alberto Morgando and his background in engineering and management.Early Career & Moving Abroad1:14 – Alberto’s decision to study engineering, early career in logistics, and moving from Italy to France.Small vs. Large Companies5:45 – Experiences in small companies vs. large corporations, and the value of both.Transition to Consulting & MBA12:50 – Pursuing an MBA, entering consulting, and the impact on his career trajectory.Leadership Philosophy & Management Roles18:46 – Alberto’s approach to leadership, impact, and moving into executive roles.First CEO Experience & Private Equity22:06 – Taking on CEO roles in mid-sized companies, challenges, and successes.Joining Mavic & Brand Revitalization27:07 – How Alberto became involved with Mavic, the brand’s challenges, and his mandate.Cycling Industry Challenges & Strategy36:37 – The unique challenges of the cycling industry, market cycles, and Mavic’s strategy for growth.Product Innovation & Market Approach43:09 – Focus on product development, innovation, and balancing OEM and aftermarket business.Retail, D2C, and Channel Strategy53:54 – Mavic’s approach to retail, direct-to-consumer, and online channels.Closing & Contact Information59:17 – Final thoughts, how to contact Alberto, and closing remarks.Read the latest 'The Business of Cycling' BlogSign up for 'The Business of Cycling' Newsletter

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• The Fall of a D2C Giant: YT Industries' Road to Restructuring

  In this episode, we dive deep into the shocking news of YT Industries entering self-administration, examining what led one of the bike industry's most successful direct-to-consumer brands to this critical juncture.Our guests bring unique insights to this developing story: Raymund Bareuther, an M&A expert who was directly involved in YT's previous acquisition deal when founder Markus Flossman brought in private equity investment, and Cristobal Perez, a veteran bike industry executive with decades of managerial experience across Europe.We explore the perfect storm that hit YT - from post-COVID inventory challenges and brutal industry-wide discounting wars to US tariff uncertainties affecting 50% of their business. Our experts break down what self-administration means, why even well-managed companies like YT can fall victim to industry-wide pressures, and what the restructuring process might look like going forward.We also discuss Markus Flossman's remarkably transparent YouTube response to the crisis and why this human approach to crisis communication stands out in an industry where companies typically go silent during financial difficulties.00:00 Introduction00:16 Meet the Experts:Raymund Bareuther and Cristobal Perez02:51 Understanding Mergers and Acquisitions (M&A)05:47 The YT Industries Situation07:09 The Impact of COVID-19 on the Bike Industry11:15 Self-Administration and Restructuring14:03 Future of YT Industries20:56 Cristobal Perez's Insights31:02 Challenges in the Bike Industry37:47 Conclusion and Contact Information

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