In this episode of Spokes and Strategy, hosts Brandon Morphew and Chris Mehlman welcome Kelly Catale, Executive Director of New England Youth Cycling and founder of Team KellCat Devo. Kelly shares her journey from a professional racer and role in the corporate world to leading youth cycling initiatives, emphasizing the importance of mentorship and community building. The conversation explores the challenges and growth opportunities in youth cycling, highlighting the impact of creating inclusive and supportive environments for young athletes.

Be sure to check out NEYC here! They area always looking for coaches! https://www.neyouthcycling.com/

You can also use the team finder tool here: https://www.neyouthcycling.com/team-finder

Follow Kelly here: https://www.instagram.com/kelly.catale/?hl=en

In this episode, Brandon and Chris sit down with Jake Munroe, owner of Munroe Velo in Topsfield, MA, one of the most community-driven, fast-growing shops on the North Shore. Jake’s journey is anything but typical: childhood race-scene roots, years in Naval Intelligence, cybersecurity sales at IBM… and then a full pivot into bike shop ownership.

Jake opens up about what he learned from those past lives, why trust is the shop’s real engine, and how leaning into data has fueled 50–60% year-over-year growth. He also shares how his gravel rides, goofy event ideas, and a deep commitment to accessibility have become the shop’s cornerstone.

This episode is a grounded, honest look at what it really takes to reinvent a long-standing local bike shop and build a community people will travel from multiple states to be part of.

What We Cover:

• Jake’s winding path from military intelligence → consulting → cybersecurity → bike retail
• Growing up in New England cycling culture (and the legend of his dad, Tyler Munroe)
• How he revitalized a 20-year-old shop using approachability + modern marketing
• Why trust is the most powerful sales and retention strategy
• Using POS data & AI to make smarter inventory and staffing decisions
• The challenge of small-square-footage retail & staying lean in a volatile industry
• Community rides as a “nonprofit mindset": value first, sales later
• How to scale without burning out employees (or yourself)
• Riding as therapy: making space for joy, family, and mental health
• What Jake is betting on for 2026: higher-end builds, niche brands, and smarter service offerings

Visit Munroe Velo: https://www.munroevelo.com/

The holidays aren’t just the year-end rush—they’re a chance to spark connection, drive meaningful traffic, and set up real momentum for 2026.

Brandon and Chris break down the simple, high-impact moves bike shops can make right now: community events, stocking-stuffer strategies, winter service reminders, and consistent email that actually works.

They also dig into reflection—what worked, what didn’t, and how to use the quiet months to reset and plan intentionally for the year ahead.

Short, human, practical. Perfect for any shop heading into the winter season.

www.misopartners.com