The Business of Cycling

Claire Deschamps is the CMO of Assos, and she brings a refreshing outsider's perspective to the cycling world. After spending a decade at consumer goods giants like Unilever and Colgate, this French marketing exec—who's called Mexico, Rome, and now Switzerland home—joined Assos nearly three years ago to help the premium apparel brand navigate a rapidly shifting landscape.In our conversation, Claire shares how marketing has changed dramatically—it's no longer about brands talking at consumers, but about letting communities, ambassadors, and athletes become the voice of the brand. She opens up about how Assos is honoring its 50-year heritage while reaching new riders: women, gravel enthusiasts, and the wave of newcomers who discovered cycling during COVID. Plus, she reveals how digging into consumer data helped bust some long-held assumptions about who's actually buying premium cycling apparel.Read the latest 'The Business of Cycling' BlogSign up for 'The Business of Cycling' Newsletter

In an industry dominated by legacy brands, Quoc Pham took an unconventional path to building Quoc, one of cycling's most distinctive footwear companies. A Vietnamese refugee who arrived in the UK at the age of eight, Quoc traded formulas and maths for fashion design, eventually graduating from Central Saint Martin's College.Four years of running a menswear brand label taught him the harsh realities of the apparel business, but he found his calling at the intersection of his two passions: beautiful design and cycling. What started in 2010 with a suitcase of leather cycling shoes and cold calls to London bike shops has grown into a 20-person company challenging the status quo of cycling footwear.In this conversation, Quoc shares the unglamorous truth about building a brand from scratch—from near bankruptcy and COVID setbacks to the simple philosophy that's carried him forward: do the basics exceptionally well. This isn't just a story about making shoes. It's about the power of persistence, the importance of customer service in a relationship-driven industry, and why sometimes the best competitive advantage is simply replying to emails within 12 hours.Read the latest 'The Business of Cycling' BlogSign up for 'The Business of Cycling' Newsletter

If you have logged onto LinkedIn anytime in the last year, chances are you already know Juansi Vivo. Juansi has become one of the most candid—and provocative—voices in our feed, posting daily critiques that challenge how we do business.Before he was a digital thought leader, Juansi was a project manager in Spanish academia with a secure job for life. In this episode, we talk about the personal tragedy that forced him to quit that safety net and dive headfirst into the cycling world—working with major players like Cannondale, BMC, and Orbea.We discuss why he believes the industry is currently "inbreeding"—talking only to itself—and we break down his central argument: that we are leaving money on the table by ignoring 95% of the population. He calls them "Los Ignorados"—the ignored ones.Read the latest 'The Business of Cycling' BlogSign up for 'The Business of Cycling' Newsletter

Alberto Fonte is an Italian entrepreneur building cycling footwear brand Udog from scratch. After nine years growing Fizik at Selle Royal as brand director, he now faces the ultimate challenge: competing against industry giants without corporate resources. In this candid discussion, Alberto shares the realities of cash flow constraints, supply chain disruptions, and why creating distinctive products—like one of the first gravel-specific cycling shoes—requires nimble audacity only small startups possess.Read the latest 'The Business of Cycling' BlogSign up for 'The Business of Cycling' Newsletter

Over the past 15 years, Rapha has fundamentally shaped the look and feel of modern cycling, essentially upending the entire apparel industry.Fran stepped in just over a year ago to lead the company through its next chapter, navigating the challenging cycling apparel landscape with a brand that is searching for its idendity.Fran's journey is remarkable—from managing her brother, pro cyclist David Millar, to running Team Sky, to turning around fashion brand Belstaff. Now she's tasked with reimagining Rapha's future while honoring its legacy. In this conversation, we explore her unconventional path, the complexities of running a global cycling apparel brand, and her vision for Rapha's evolution in an increasingly crowded and competitive market.0:00 Introduction & Importance of Rapha2:46 Fran’s Early Life & Family Background3:25 Starting a Career & Managing David Millar7:15 Event Promotion & British Cycling12:48 Team Sky & Leadership Roles17:54 Transition to BellStaff & Apparel Industry21:13 Joining Rapha: Motivation & First Impressions24:15 Righting the Ship at Rapha: Challenges & Strategy34:22 Market Trends & Channel Strategy40:44 Closing Thoughts & Contact InfoRead the latest 'The Business of Cycling' BlogSign up for 'The Business of Cycling' Newsletter