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

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

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

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

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

Max Von Singer is the founder of Berlin-Based Bicycle Brand Standert. From its humble beginnings as a small bike shop café during the fixed gear boom of the early 2010s, Standert has grown into a respected European cycling brand with a loyal following.Max, along with his wife and co-founder Ana, share their journey from selling 50 track bikes to developing a full lineup of premium bicycles, all while maintaining an organic, design-focused approach to brand building through social media and community engagement rather than traditional marketing.They've built a team of 30 employees and shipped bikes worldwide.Their story is one of balancing creative passion with the demands of running a growing business, highlighting the challenges and rewards of staying true to your vision while professionalizing operations.Read the latest 'The Business of Cycling' BlogSign up for 'The Business of Cycling' Newsletter

Diego Colosio is one of the most experienced sales executives in the cycling business today. Diego's journey spans over three decades from building frames in a small Lombardi area workshop to leading global sales for iconic brands like 3T, Cinelli, Colnago, Bianchi, and now Pinarello. We explore his remarkable career, the evolution of the industry and his unique perspective on leadership shaped by his philosophy of being "The owner of your face" which is, in other words, your reputation.Read the latest 'The Business of Cycling' BlogSign up for 'The Business of Cycling' Newsletter

Nicoletta Sartore is the CEO of Elite. Elite was founded in 1979 by her father Amerigo and has grown from a small family business to a global leader in cycling equipment while maintaining its Italian roots. From its headquarters in Fontaniva, Italy, Elite combines innovation with tradition.Nicoletta shares her remarkable story of navigating Elite through COVID-19, where their indoor training products became central to both the industry's boom and subsequent cooling. Her journey from aspiring teacher to CEO offers insights into succession planning, crisis management, and sustainable growth while preserving core values.Read the latest 'The Business of Cycling' BlogSign up for 'The Business of Cycling' Newsletter

Stefano Migliorini was a professional bike racer in Italy and BMX World Champion in 1986. He was one of the pioneers of downhill mountain bike racing in Italy.Stefano had a successful 20 year career in the bicycle industry working with top brands like Cinelli, Kona bikes and Marzocchi suspension.A turning point in his life came when he met Livio Suppo, who was the Moto GP team manager for Ducati, and they became mountain biking partners. Because of their different fitness levels, this led to experimenting with early EMTBs, which showed the potential to make cycling more accessible to the rest of the world. And in 2016 they founded THOK e-bikes. We're going to hear the story of Stefano and his journey in the cycling industry: from rider to professional, and then entrepreneur. Read the latest 'The Business of Cycling' BlogSign up for 'The Business of Cycling' Newsletter

Piet van der Velde is a veteran product developer and entrepreneur in the cycling industry. His fascinating journey began as a competitive cyclist in the Netherlands before he became one of the industry's most respected product innovators, ultimately founding the premium components brand ERE Research.Having worked with major brands like Specialized, Cannondale, and Velo, Piet offers invaluable insights into how cycling products are conceived, developed, and brought to market. In this episode, we explore the challenges of building a premium brand from scratch, the importance of deep industry knowledge, and why the cycling industry remains uniquely resilient to outside business models.Whether you're interested in product development, entrepreneurship, or the inner workings of the cycling industry, this conversation offers a wealth of practical wisdom from one of the sector's most experienced voices.Read the latest 'The Business of Cycling' BlogSign up for 'The Business of Cycling' Newsletter