Using stories to build engagement: Michael Engleman on how the personalities of women’s cycling are fueling industry growth
Release Date: 09/02/2016
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info_outlineShow notes: Intrepidentrepreneur.net/michael-engleman
As we head into the grand finale of this year’s racing season, there is so much momentum behind women’s cycling. You might have even seen some of the events during the Rio Olympics, I can say that I almost wore myself hoarse shouting at the screen!
I’m super excited have Michael Engleman of Mission Sports Group with me on this episode to be talking about the movement of women’s cycling and how he’s working to turn all of this momentum into growth and sponsorships.
Michael’s telling stories about individual cyclists and inspirational stories of teams that are being built, because stories sell.
He’s sharing how to get these stories out, and how to use narrative to approach sponsors and investors. Sometimes, you have to present them with an idea for their brand identity they hadn’t even thought of!
For anyone interested in trying to expand the reach and interest of their industry, or anyone like me who just loves women’s cycling, this episode is for you!
Bravery in Business Quote
“You're trying to change the world, not just capture a bigger piece of the market that's already there.” - Michael Engleman
(click to tweet)
Cliff Notes
- Michael Engleman, founder and owner of Mission Sports Group, a company that supports women’s cyclists
- It doesn’t matter where you start your company as long as you know how to get the resources you need. Michael runs Missions Sports group out of a small town in Colorado, but there are a lot of intellectual and technological resources for him to tap into.
- Women’s cycling right now is full of big personalities and stories and cyclists with their own angles and ideas. This makes the industry more interesting to cover and to follow, generating momentum.
- Use stories to build interest and involvement with your company. Local bike shops can be connected with youth programs, but without someone (like Michael) to get this story out, no one will know.
- Being passionate about what you’re selling will make you a good salesperson, more than just being good at talking about it. People notice and connect with authenticity.
- Show prospective investors and/or sponsors the potential in getting involved with your industry. Pitch them how this is an opportunity for new markets, or to expand their brand identity in ways not previously considered.
- Momentum makes change happen faster. Women’s cycling is a smaller industry than men’s, but with all the stories coming out of it, the rate at which more people get involved and grow the market is changing quickly.
“I think those of us that believe in the sport and those of us that see the story, need to start telling it in a bigger way.” - Michael Engleman
(click to tweet)
Resources:
Total Women’s Cycling coverage of Team Africa Rising:
Jason Gay WSJ article on Mara Abbott