118: Jennifer Kriske, Machines for Freedom
Release Date: 01/28/2020
Please note - this episode was recorded in early March 2020. Since the recording of this episode, the store has released the following information: they have shifted their water services to outside only and the station is sanitized in between each use. Their inventory is available online for shipping or pickup at store and customers are no longer admitted inside the store. Staff is located at the door for pick up and shopping needs. Credit cards and cash is being sanitized and disinfectant wipes are provided at the door. If you’ve been to Moab, Utah and haven’t stopped at GearHeads...info_outline Kristin Carpenter, Taking Steps Forward in this Paradigm Shift
This episode of the Channel Mastery podcast offes another installment of the series for effectively communicating as a specialty business during the Coronavirus crisis. It was recorded live on Facebook Live on Monday, March 23, 2020 and is available on that platform as well. The message of this broadcast focuses on taking steps forward and the paradigm shift that is happening right now as we continue to learn how to navigate through these difficult times. Two weeks ago, we were seeing people in preparation mode, and while we still may be in that to some extent, we’re seeing a...info_outline Kristin Carpenter, Proactive Communications through a Fast-Moving Crisis
Kristin Carpenter, host of the Channel Mastery podcast and CEO/Founder of Verde Brand Communications, is offering a second episode with current best practices (as in for today, 3-17-20), for specialty brands communicating in the throes of the novel coronavirus. We continue to get new information daily and a lot has changed since we were last together, just six days ago, when we released the first of the Channel Mastery episodes focused around COVID-19. In this episode you’ll get comfortable with communicating more to your audiences: your primary audience of your employees, your...info_outline 124: *Special Episode* Crisis Communication For Your Business During The COVID-19 Outbreak
In this episode of the Channel Mastery podcast, I’m sharing a brand-new framework that the Verde Brand Communications team and I created for our roster of specialty brands to support crisis communications for the COVID-19 virus crisis. We wanted to share this with you, Channel Masters, because we strongly share a collective opinion that specialty brands must take a communications strategy that’s, well, specialized. And in this podcast, I explain what that means and why it’s important, and offer our solution to you in a five-part framework created just for specialty brands....info_outline 123: Aimee Ross, Director of Bike Bentonville
It wasn’t long ago that the only thing we knew about Bentonville was that it was home to Walmart’s headquarters. Now in 2020, this small Arkansas town has made a name for itself in the cycling community and is continuing to grow by the day - literally. The town welcomes an average of 34 people moving to the area every day! Aimee Ross, Director of Bike Bentonville, is my guest on this episode and shares how collaboration is key. By structuring Bike Bentonville under the city’s tourism bureau, Visit Bentonville, the community has done something truly unique. Ross discusses how she...info_outline 123: Aimee Ross, Director of Bike Bentonville
It wasn’t long ago that the only thing we knew about Bentonville was that it was home to Walmart’s headquarters. Now in 2020, this small Arkansas town has made a name for itself in the cycling community and is continuing to grow by the day - literally. The town welcomes an average of 34 people moving to the area every day! Aimee Ross, Director of Bike Bentonville, is my guest on this episode and shares how collaboration is key. By structuring Bike Bentonville under the city’s tourism bureau, Visit Bentonville, the community has done something truly unique. Ross discusses how she...info_outline 122: Tyler Benedict, Bike Rumor
Tyler Benedict, founder and publisher of Bikerumor.com, is my guest this week on Channel Mastery. Eleven-plus years ago, Tyler started Bikerumor.com and during that time, he's seen a lot of evolution in terms of how consumers use and share his content, and how his site factors into the consumer decision journey. In this episode, Tyler gives his well informed take on what's working, and what's not, with endemic content today. You'll learn how his team approaches and optimizes content across multiple channels, including the Bikerumor.com website, blog, Youtube...info_outline 121: Jerod Foster, Associate Professor of Practice in the Journalism and Creative Media Industries Department, Texas Tech University
This episode of Channel Mastery is quite different than our usual episodes, but I was so impressed with the program my guest leads for Texas Tech University that I wanted to share it with all of you. Jerod Foster is an Associate Professor of Practice in the Department of Journalism and Creative Media Industries at Texas Tech University. He’s also an editorial commercial photographer focusing on outdoor and conservation. Foster, along with a team of Professor’s of Practice, lead an adventure media course and program at Texas Tech University designed to take the students out of the...info_outline 120: Kristin Carpenter, CEO of Verde Brand Communications and Channel Mastery Host
It’s solocast time, Channel Masters! In this show, we’re going to deep dive on three things you need to know for 2020 when it comes to successfully serving today’s connected shopper. An entirely new decade is here and in just the first month of that decade, Amazon, Starbucks, Anthropologie, Target and Nordstroms have all announced new retail and brand experience concepts. Keep in mind, Channel Mastery does not advocate that you stop what you’re doing and shift tactics to respond to what the majors and marketplaces are doing. However, we must study what they are doing...info_outline 119: Rick Saez, The Outdoor Biz Podcast
My guest today, Rick Saez, is host of The Outdoor Biz Podcast, and the author of a new book entitled, Trails to the Top: Outdoor Adventure Insider Stories and Advice to Manage Business and Grow Careers, which took form using the content from his first 65 episodes podcast episodes. Obviously, I’m a huge proponent of podcasts as a messaging, discovery, engagement and even conversion channel for consumers today. That’s become Rick’s specialty - helping brands use podcasts to do just that. In this episode, Rick and I explore the benefits and reach of podcasts, and how to...info_outline
Machines for Freedom Founder, Jennifer Kriske is my guest today on this episode of the Channel Mastery podcast. Kriske discovered cycling, like so many of us do, when she was working a job that entailed super long-hours, where she was always on. Cycling gave her the window to shut off work and re-invigorate.
She was a beginner cyclist, and that gave her a very clear view into the experience - meaning, there wasn’t anyone telling her what she should, or should not do. She noticed that she was not the only woman on her rides who was uncomfortable in the ‘kit.’ She also knew that, like her, other women riders were not feeling super fashionable in what was available to them to ride in.
Rather than being complacent, she decided she needed to do something about it and launched the company, Machines for Freedom. She has a fantastic entrepreneurial story, and you’ll get to hear it first hand here today on this week’s show.
Although the brand is primarily digitally native, Jennifer’s methods for getting it started were geared more in the direction of relationship building through community rides and open conversations with cyclists. This made for a very authentic, organic channel strategy to build an audience and continually engage them.
Her strategy has always been driven by the relationships she built on her group rides, and in her region. Slowly that branched out to a much wider reach, and a very loyal following. In 2018, Specialized Bicycle Components invested in Machines for Freedom with the intention of keeping the companies separate, but thriving together. Like I said, Kriske’s story is interesting, on so many levels!
Throughout the episode, Jennifer and I discuss the why behind founding the brand, how she was able to build the loyal following, apparel in independent bike shops and the relationship between Specialized and Machines for Freedom. She’s holding fast and true to her vision of creating high-performing, super stylish kits that are built with a very specific rider in mind, and Specialized backs this vision today. I also know you’re going to love the part of the interview where Jennifer talks about her 2020 IRL (In Real Life) campaign, focusing on gravel. I hope you learn as much from Jennifer as I have researching this and interviewing her for the Channel Mastery podcast!
Jennifer Kriske is Founder of Machines for Freedom, a high quality, high performance, women’s cycling apparel company. Prior to Machines for Freedom, she held positions ranging from entertainment media and hotel and restaurant design. In the midst of designing restaurants, she took up cycling and realized the need for kits that were more specifically designed for women.
Machines for Freedom launched in 2014 and immediately created palpable changes in the cycling world which has led to an industry-wide shift in the way cycling apparel is designed and marketed. Machines For Freedom not only proved to the industry that an entire market exists, but the company innovated and elevated cycling apparel for women in a way no other brand has, while building a strong and organic community riders who support each other, challenge themselves, and spread good vibes.