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

In this episode, Brandon sits down with Shepard Grinker, owner of Tenafly Bicycle Workshop in Tenafly, NJ — a shop known for craftsmanship without pretentiousness and a rare level of customer care. Shepard’s story travels from CNC machining to bike retail, from youth NICA coaching to building some of the Northeast’s most ambitious legal trail systems.

We explore how a small shop can act like a “speedboat in a shipping lane,” adapting quickly in a turbulent industry, and why Shepard believes the future of bike retail sits at the intersection of service innovation, community leadership, and joyful riding.

What We Cover:

• Shepard’s early memories of riding the Brooklyn Bridge on a rattling three-speed
• How engineering precision shaped his approach to service and shop culture
• The harsh realities and deep rewards of owning a bike shop today
• What it takes to build legal trails in places where MTB access has historically been a struggle
• The rise of e-bikes, the gaps in the 25–37 rider demographic, and how shops can meet new expectations
• Why online service booking is changing the customer experience
• The power of blending advocacy and retail — and how it’s fueling growth
• Guided demos, community rides, and the road back to a robust mountain bike scene
• What Shepard hopes the next three years of cycling in his region look like

Links:
🌐 Tenafly Bicycle Workshop — https://www.bicycleworkshop.com/
📸 Instagram — https://www.instagram.com/bicycle_workshop/

In this conversation, Mike O'Connell emphasizes the importance of prioritizing the customer experience in ride-sharing scenarios. He discusses the common pitfalls that shop owners may encounter, particularly regarding their perceptions of speed and performance in relation to their customers.

Summary

In this conversation, Brandon and Chris discuss the importance of mindset in various aspects of life, including business and personal growth. Emphasizing the value of curiosity and a growth mindset, which can be applied to learning new skills, whether it's cycling, music, or languages.

In the debut episode of Spokes & Strategy, Brandon Morphew and Chris Mehlman kick things off with an honest conversation about the state of the bicycle industry — what’s working, what’s stuck, and where innovation really begins. From the shop floor to modern marketing, they explore how bikes themselves haven’t changed much, but the way we sell and talk about them has to. Chris shares insights from both his racing and marketing background, touching on how inspiration and storytelling can turn browsers into riders. Together, they unpack why understanding the value of today’s bikes — and the experiences they create — is the key to unlocking new growth for shops, brands, and the entire cycling community.

Keywords: bicycles, sales strategies, customer engagement, bike industry, innovation

Takeaway: The fundamentals of cycling remain timeless — but it’s time the industry rethinks how it inspires, educates, and engages the next generation of riders.