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113: Chris Guillemet, CEO, velofix

Channel Mastery

Release Date: 12/09/2019

Matt Heitmann, Chief Marketing Officer at Pro’s Closet show art Matt Heitmann, Chief Marketing Officer at Pro’s Closet

Channel Mastery

The continues to revolutionize the way people buy bikes. The company offers a very innovative channel strategy that enables consumers to buy used bikes easily online. They build trust with their 141-point inspection process and keep cyclists in their ecosystem with an easy to join and engage with approach where a cyclist is offered the option to trade in a bike and get a new one every year. They’re a retailer of all bike brands, have an incredible bike museum, and are amassing an incredibly unique data set as more and more cyclists discover the site.  And a lot more cyclists are...

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Kelly Ramirez, Founder and Chief Growth Officer, Prismatic show art Kelly Ramirez, Founder and Chief Growth Officer, Prismatic

Channel Mastery

While consumer behaviors continue to shift, one trend is here to stay: Our consumer is just plain comfortable being online now, for the entire decision and purchase journey. And with that, the battle for their attention is at an all-time high.    Today’s guest is like a secret weapon for specialty brands struggling to engage and serve their target consumers. Kelly Ramirez is the founder and Chief Growth Officer of Prismatic, a Bozeman, Montana-based specialty brand growth agency. She has a background in-house at Google, and a love for small brands taking an artisan approach to...

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Ryan Atkinson, SmartEtailing and Ben Barenholtz, Quivers show art Ryan Atkinson, SmartEtailing and Ben Barenholtz, Quivers

Channel Mastery

This episode of the Channel Mastery podcast was originally recorded as a webinar on April 30, 2020 as part of the Snowsports Industries of America Town Hall Thursday series, and can also be found on their .    Since the beginning of the coronavirus crisis, it’s an understatement to say that we have seen massive shifts in consumer trends, especially in the outdoor active lifestyle spaces. Speaking on the topic with me are Ryan Atkinson of Smartetailing and Ben Barenholtz of Quivers. Both offer incredible insight and broader perspectives to how we must change our businesses to...

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 Jennifer Tetrick, Decathlon show art Jennifer Tetrick, Decathlon

Channel Mastery

With the continued pandemic and some of the U.S. in the beginning phases of reopening store fronts and other businesses, I was so looking forward to speaking with my guest on today’s podcast. Jennifer Tetrick, Director of PR and Communications at Decathlon is a returning guest today on this episode of the podcast. She joined us last April for when Decathlon, now in 70 countries globally, had just opened a store near Oakland, Calif. As we begin to reopen here in the United States, Decathlon’s European stores are about two weeks ahead of us so it’s important to not only watch what...

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Garrett Finney, CEO & founder of Taxa Outdoors show art Garrett Finney, CEO & founder of Taxa Outdoors

Channel Mastery

Outdoor recreation will be a healer for all of us post pandemic and through the recovery of the recession. Taxa Outdoors is a revered client partner of Verde Brand Communications, the presenting sponsor of the Channel Mastery podcast, and I had the honor of interviewing CEO and founder of Taxa Outdoors, Garrett Finney, on the podcast today.  So what is Taxa Outdoors and why do they make mobile human habitats built for adventuring? And why do they have only four products named after insects? , , and are the four models available today.  Does Taxa Outdoors make a recreational vehicle...

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 Kristin Carpenter, Announcing the Launch of Multi-Channel Marketing Academy show art Kristin Carpenter, Announcing the Launch of Multi-Channel Marketing Academy

Channel Mastery

“The consumer is the channel,” said Mike Massey of Locally. He’s absolutely right, and with COVID-19 creating new consumer behavior dynamics weekly, it’s even more true.    Channel Mastery was launched three years ago this month to enable specialty brand and business leaders to know what’s working best, and what’s not, with consumer behavior. A big part of that is how we are serving them with both product and content  through a perfect overlay of channels behind the scenes. All they want is to have a remarkable experience with a brand with as little friction as...

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Jason Duncan, Outdoor Research Pivot to Produce, Source and Donate PPE, Follow up to OIA and SIA Webinar, Part III show art Jason Duncan, Outdoor Research Pivot to Produce, Source and Donate PPE, Follow up to OIA and SIA Webinar, Part III

Channel Mastery

Imagine you’re sitting with your team at the onset of the COVID-19 pandemic, in one of the early and most active hot spots, Seattle, Wash. You lead a manufacturing team at a 39-year-old outdoor apparel and gear company that’s been a U.S. manufacturer for the entirety of your brand history. You all know there’s a bigger role to play. Within an instant, you all agree to go forward and go big to serve in the COVID-19 crisis.    In this instant, the reality of pivoting to become a manufacturer of FDA-compliant Personal Protective Gear for front-line healthcare workers, starts to...

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 Lyndi Bell, Chaco & Alex Adema, DPS Skis  Pivot to Produce, Source and Donate PPE, Follow up to OIA and SIA Webinar, Part II show art Lyndi Bell, Chaco & Alex Adema, DPS Skis Pivot to Produce, Source and Donate PPE, Follow up to OIA and SIA Webinar, Part II

Channel Mastery

This episode is the second installment following the panel I led for (OIA) and the (SIA) focusing on manufacturers pivoting to produce Personal Protective Equipment (PPE). The full took place on April 13th with leaders from Outdoor Research, Chaco, DPS Skis, and the Office of Outdoor Recreation for the State of North Carolina.   Lyndi Bell, Chaco’s Consumer Experience Marketing Director, is the first interview in this double-header show. It’s so inspiring to hear Lyndi talk through the process and journey she and her team at Chaco took to shift production from sandals to sewing...

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 Lyndi Bell, Chaco & Alex Adema, DPS Skis  Pivot to Produce, Source and Donate PPE, Follow up to OIA and SIA Webinar, Part II show art Lyndi Bell, Chaco & Alex Adema, DPS Skis Pivot to Produce, Source and Donate PPE, Follow up to OIA and SIA Webinar, Part II

Channel Mastery

This episode is the second installment following the panel I led for (OIA) and the (SIA) focusing on manufacturers pivoting to produce Personal Protective Equipment (PPE). The full took place on April 13th with leaders from Outdoor Research, Chaco, DPS Skis, and the Office of Outdoor Recreation for the State of North Carolina.   Lyndi Bell, Chaco’s Consumer Experience Marketing Director, is the first interview in this double-header show. It’s so inspiring to hear Lyndi talk through the process and journey she and her team at Chaco took to shift production from sandals to sewing...

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Sarah Wood and Amy Allison Pivot to Produce, Source and Donate PPE, Follow up to OIA and SIA Webinar, Part I show art Sarah Wood and Amy Allison Pivot to Produce, Source and Donate PPE, Follow up to OIA and SIA Webinar, Part I

Channel Mastery

In the crisis, innovation and deep meaning continue to emerge. And I’m honored to be able to facilitate conversations that are fueling collaboration and forward progress in our communities. I led a panel for the Outdoor Industry Association and the Snowsports Industries of America focusing on manufacturers pivoting to Personal Protective Equipment, to meet the insanely huge demand for front-line health-care professionals.    We had a huge amount of interest. Here’s the replay of the panel that took place on April 13th. Leaders from brands including Chaco, DPS Skis, Outdoor...

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More Episodes

As Amazon Prime and Uber, along with other businesses committed to bringing convenience and personalization to today’s shopper, Chris Guillemet, CEO and co-founder of velofix, was busy with his two partners pioneering the mobile bike shop solution.

That was six years ago, and a lot has changed with today’s omnichannel consumer and cyclist. In today’s Channel Mastery podcast, Guillemet and I discuss this evolution in the context of the future of the mobile bike shop. Where the channel is headed in the near future is not what you might expect. 

Bike shops are still a strong go-to channel for today’s omnichannel cyclist, without a doubt, but cyclists are also consumers, and are trained everyday by the likes of Amazon, Instacart, Lyft and other friction-removing, convenience-driven businesses. Consumers today are demanding - they want choice, they want personalization and they want to save time. And they don’t have patience for anything less than that, it seems. In fact, just this week, Amazon Prime members threw a fit because of slower-than-usual delivery times. 

Guillemet and his partners are not in the business of taking down the IBD - far from it. Instead, they’re hell-bent on serving more cyclists - and consumers - in the way they’re used to being served by brands today. They want to make it easier to ride bikes - whether that’s for competitive amateur cyclists refusing to lose a day of training or commuters committed to getting around their city safely and efficiently by bike. 

In today’s show, you’ll learn about opportunity. Guillemet and his partners only see runway with cycling and closed on a round of funding early in 2019 with a group who believes the same. 

In this episode, you’ll learn about velofix’s new U.S. expansion, which includes a U.S. headquarters located in Austin, Texas and an all-star team committed to building an exceptional and consistent end-consumer experience. Velofix is continuing to evolve its innovation and technology platform and brings a fresh take on lifestyle franchise opportunity for its partners. We also talk about the momentum behind brand relationships like the velofix/Canyon Bicycles partnership and the incredible opportunity for cycling technicians who want to run their own business. 

Talking to Chris for this episode of Channel Mastery sparked a think bigger mentality for me. He and his team are continually looking one step ahead in everything they do. 

Chris Guillemet is CEO and Co-Founder of velofix. Chris brought over 20 years of business experience to Velofix. His Senior Management experience includes growing a company to $90 million and a successful IPO, launching an Internet startup that has raised $45 million in financing and driving growth at a $30 billion dollar consumer packaged goods company. Chris is also a graduate of the SFU Executive Management program. Chris is a 2x Ironman Canada finisher, ran a 2.54 at the Boston Marathon in 2010 and returned to Triathlons by winning his age group at Ironman 70.3 Oceanside in 2019.