Building Specialized Europe: Ermanno Leonardi's 36 year Journey

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

Derek Bouchard Hall went from pro cyclist to CEO of POC, with stops at Wiggle, USA Cycling, and Assos along the way. He's got some really interesting perspectives on what makes premium brands work in cycling—the importance of staying consistent, letting your design team do their thing, and not trying to be everything to everyone. It's a great conversation about building brands that cyclists actually connect with and what it takes to keep them authentic as they grow.[0:00] Introduction & Derek’s Early Journey[3:00] From Pro Cycling to Business Leadership[10:00] Wiggle & USA Cycling: Disruption and Challenges[18:00] Leading Premium Brands: Assos and POC[36:00] Brand Philosophy, Innovation & Industry Outlook[59:00] Closing Thoughts & How to ConnectRead the latest 'The Business of Cycling' BlogSign up for 'The Business of Cycling' Newsletter

On the heels of his recently announced retirement, I interviewed Ermanno Leonardi, the managing director of the Italian subsidiary of Specialized Bicycle Components, a role he has held for 36 years. He will be stepping down on October 1st. When I recorded this interview, I didn't know he would be stepping down from his role. He's not leaving the company—he's just stepping back and taking on a different role. But he was definitely someone I had always wanted to interview.I'm really happy to give you the opportunity to learn more about Ermanno, who is a pillar of European cycling. He was a huge part of Specialized's rise in Europe and serves as Mike Sinyard's right-hand man in Europe. I want to give you all the opportunity to see inside the mind of the man behind Specialized's European growth throughout the last 25 to 30 years.Introduction & Guest Background – 0:00Early Career and Entry into Cycling – 1:33Building Specialized in Europe – 11:08Competing, Strategy, and Brand Development – 17:15Innovation, Product Development, and COVID-19 – 26:34The Future of Cycling & Closing Thoughts – 38:23Read the latest 'The Business of Cycling' BlogSign up for 'The Business of Cycling' Newsletter

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

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

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

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