From Swoosh to Scorpion: How Castelli's Steve Smith Upended the Apparel Business
The following is my conversation with Steve Smith. At the risk of sounding hyperbolic, he's among the most accomplished and interesting people that I've met in the cycling business. In addition to being a hardworking and genuine guy.Steve started his career at Nike in Oregon.His dream job was working for Nike, and after 10 years with the swoosh, he decided to pull up roots and move himself and his wife to Europe. I asked him why he did this. He said, he just wanted a new adventure, to discover something new. And where he landed was at Manifattura Valcismon in Veneto, where he went on to help the Cremonese family to reacquire the Castelli brand.From bankruptcy, they took it literally to the moon because it's become among the top brands in the cycling clothing business. I'm really fortunate to know Steve throughout my career, and I'm really, really excited to share his story with all of you in the cycling world.00:00 - 02:30: IntroductionBrief overview of Steve's career trajectoryIntroduction to the podcast02:30 - 07:45: Early Life and Cycling BeginningsGrowing up in Boring, OregonEarly cycling experiencesFirst race bike and Campagnolo componentsEducation and interest in French07:45 - 15:30: Nike YearsStarting at Nike in 1990Working in sales operationsEuropean assignment in AmsterdamProduct line management for cycling footwear and sandals15:30 - 21:15: The Big Move to ItalyDecision to leave Nike and move to EuropeThe conversation with his wife about relocatingLearning Italian and preparing for the moveConnection with Tim Maloney leading to Manifattura Valcismon21:15 - 28:00: Early Days at Manifattura ValcismonInitial role with SportfulThe challenges of working in a small Italian family companyLearning the cycling market and Italian business culture28:00 - 35:45: The Castelli AcquisitionThe 2004 purchase of CastelliInitial strategy and involvement with the US marketRepositioning the brand back to its performance rootsHistory of Castelli and Maurizio Castelli's innovations35:45 - 42:30: Product Innovation at CastelliDeveloping aerodynamic cycling clothingThe creation of the GABA jacketWorking with team Cervelo Test TeamThe importance of the product development team42:30 - 48:15: Distribution and Marketing EvolutionInternational distribution strategyDealing with online retail and discountingChanging landscape of cycling apparel distributionImpact of COVID on inventory and the supply chain48:15 - 54:00: Marketing and Communication StrategyEvolution from print to digital marketingSponsoring professional teamsHow pro cycling's influence has changedApplying Nike marketing experience to Castelli54:00 - 60:00: Life in Italy and Final ThoughtsBecoming integrated into Italian cultureReflections on 20+ years in ItalyFamily company dynamicsLooking toward the future
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The Business Of YouTube Bike Reviews with Felix Testet Bikes
Felix Kuffner, is the creator behind "Felix Testet Bikes" and one of Germany's leading cycling content creators. Felix transitioned from racing BMX and working as a marketing manager to building a successful YouTube channel during the pandemic.In our conversation, we'll explore the business side of content creation in the cycling industry—from monetization strategies and brand relationships to what makes compelling video content that delivers both value and revenue to brands.This is an insightful look into the business of content creation from one of the leaders in the business.Check out Felix's channel here: https://www.youtube.com/c/FelixtestetBikesRead the latest 'The Business of Cycling' BlogSign up for 'The Business of Cycling' Newsletter
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1:03:17
Tariff Drama with Stijn Vriends CEO of Vittoria Tires
I wanted to sit down with a leader in the industry and talk about the recent developments regarding the tariffs being put in place by the United States. I was really happy to talk with Stijn Vriends, CEO of Vittoria Group. This was recorded on April 10th, just one day after the 90-day pause was announced. I wanted to give just a quick snapshot of this moment in time.This is a little different than our normal format, but I just wanted to get the word out and provide perspective from an industry leader on how they're thinking about and handling the tariffs, shedding more light on the situation. I really appreciate Stan taking the time to meet and talk with me.Read the latest 'The Business of Cycling' BlogSign up for 'The Business of Cycling' Newsletter
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Inside UK Cycling Distribution: From Bike Shop to Industry Leader with EXTRA CEO Will Fripp
Will Fripp is a UK industry veteran with decades of experience across all segments of the cycling business. Will's journey spans from his early days working at bike shops and Evans cycles to leadership roles at Madison, the UK's largest distributor and Shift Active Media.He is now the head of Extra UK, one of the country's premier cycling distributors, and Will offers unique insights into the evolution of the industry, particularly in post-Brexit Britain. In this conversation we'll explore how distribution has transformed in the digital age, the challenges of navigating Brexit and the pandemic's boom and bust cycle, and the current state of the UK cycling market.Will brings a wealth of knowledge about brand management, marketing strategy, and the delicate balance of curating the right assortment of brands that complement rather than compete with each other.Join us for a fascinating look at the past, present, and future of cycling distribution in the UK through the eyes of someone who has lived it from all angles.Read the latest 'The Business of Cycling' BlogSign up for 'The Business of Cycling' Newsletter
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1:01:43
David Millar: Life In The Peloton, His Story, Chpt3 & What’s Next
My conversation with David Millar revealed the fascinating journey of this former professional cyclist turned entrepreneur. Based in Girona, Spain, David openly shared his path from professional cycling to founding the clothing brand CHPT3.With his Scottish roots and formative years spent in Hong Kong, David spoke candidly about the challenges of transitioning from professional cycling to becoming a small business owner. Our conversation provided valuable insights into the cycling industry, brand positioning, and the difficulties of scaling a niche business. David also discussed his new role with Factor Bikes as Brand Director, where he's applying his marketing expertise to a company focused on manufacturing excellence.Read the latest 'The Business of Cycling' BlogSign up for 'The Business of Cycling' Newsletter
The Business of Cycling podcast takes you inside the cycling world from the perspective of those that work in the sector. Hear from passionate entrepreneurs and professionals from brands, teams, and bike shops.Read the latest 'The Business of Cycling' BlogSign up for 'The Business of Cycling' Newsletter
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