So I’m not really sure where to put this, but I figure you’re the most connected and honest bike folks I know, and I’m looking for some honest advice.
For context, I’ve been sponsored since 2021 by a variety of brands, which combined makes up about 50% of my income. For 2026, I’ve already re-signed with Shimano and SHREDLY, and hopefully will re-up with Ride With GPS and Osprey Packs.
My big challenge this year is finding a bike sponsor. For a variety of reasons, I’m likely moving on from Cannondale.
I had a really great conversation with Liv/Giant, but was ultimately told they didn’t have the budget this year. I’ve still got an ongoing conversation with Salsa, which would align with the kind of riding I do and my audience. Will hopefully find out this week.
But another avenue my agent wants me to pursue is making content for brands, instead of a comprehensive sponsorship package. The money is WAY better - for example, for 3 pieces of content, I could make what I made the entire year with my bike sponsorship, with zero exclusivity.
A couple of brands have expressed interest but I’m hesitant for a couple of reasons: the industry is super relationship based, I don’t necessarily love the cheap e-bikes they want me to market (even though I think they’d be fine for my primary audience), and it feels like selling out.
Thoughts? Advice? Am I just a sell out at this point and should accept it?
can you unpack this? if the brand at large or the segment you’d be representing clashes with your personal brand, that’s one thing, but if they actually would meet the needs of your audience then is there something else you’re resistant to?
I can try…Basically, I personally love long, dumb rides on steel frames, gravel adventures, and big ride days where you question why you even ride bikes. I love my Di2 bee-boop electronic shifting and fancy flat pedals, geeking out over gear ratios, and just generally fancy bike stuff.
Most of my audience is 35-60 year old women in bigger bodies who are brand new to cycling, and don’t necessarily need any of the fancy high end stuff. A basic $1200 e-bike with cheap parts will work just fine for their needs.
I guess what I’m saying is that my audience rides bikes in a different way than I do, which makes me unsure of how to proceed, because I want to lead with authenticity, but also ride bikes that are fun to ride and will work well for my people. Does that make sense?
my interpretation is that those two things can coexist… as long as the basic e-bikes are not the wrong choice for that demographic, you’re allowed to take the position of “I like these bike nerdy things, and pushing myself on underbiking adventures, but if you just want to get out and ride it’s also OK to do that on these bikes— you don’t have to spend a lot or go beyond your comfort zone”
you have to be careful that the bikes you’re selling are actually decent for the price point and aren’t going to sour customers on cycling or your brand by association, but not being fancy bikes is not inherently an issue
To be a little more helpful than my previous post…seems like Salsa fits that demographic well, but costs more (I’m seeing a Confluence for $2700+). But it’s also a more reputable bike brand that I’d hope would serve a new rider better as they get further into the sport.
Yes it does — I think you might have to stay a bit differentiated from that audience in order to keep earning their respect, as someone they aspire to “be when they grow up” in bikes
Could you authentically ride those broader market bikes for around-town dithering?
Is this Aventon? Two friends in your demographics recently bought their hardtail and I think it’s been opening up riding for them. Someone who is in their demographic who is more hardcore who could guide them as they grow could be an appealing brand ambassador. They would really trust your experience and expertise.
I live in DC in a pretty residential neighborhood and am a father of two. We have a large family bike scene here that is growing every day. There are never ending questions from newbies or wanna be newbies of “which e-bike should I buy?” Many of these are moms of varying body shapes.
I guess what I’m getting at is - I confirm ebikes have a market with women from my totally-different-from-your perspective.
It definitely sounds like you could still make some content for these brands if you are pitching it this way. They are great for going car-free in the city. Also, they could be a way to getting more bodies on bikes. At some point they may find themselves wanting to go farther, maybe ride some places that e-bikes aren’t allowed, or even they don’t have a means to transport a heavier bike like that, and then the rest of your ethos and body of work would serve them well for that adventure.
And let’s be honest, most of the money in the cycling industry is in e-bikes right now (both high end and lower). It would be silly to not tap into it while the industry gets itself sorted in this economy. I think Seth from Berm Peak was talking about this in a video over the last month or so. Like he doesn’t love those ebikes, bit his content of trying to salvage them do great numbers.
Sounds like you need to work with a brand that has good spec line from budget to beep boop. The average 35 - 60 year old woman will eventually be on an Ibis, Santa Cruz or Yeti. It’s only a matter of time and discount codes.
Funny story. I had a quick 3 reel deal with Aventon in the works for $11k, and the day before I was supposed to get the creative brief, the deal got pulled because of budget.
Have you ever considered hiding yourself under a thick blanket of sarcasm and self-depreciation and then do everything for free in hopes that Paul will feel bad enough to send you some blemished Klampies?
