Hardware Podcasts

inov-8: Wayne Edy

How I Built This · 13 Sept 2021 · 58m

What this episode covers

Wayne Edy, founder of inov-8, explains how he launched a trail running shoe brand in 2003 by targeting the niche fell running community in the UK with a lightweight, rubber-cleat design. After growing the brand through elite athlete endorsements and expanding into CrossFit, Edy faced financial pressure from the 2008 crash, leading to a private equity deal and eventual sale to Japanese company Descente. He later bought inov-8 back in 2020 to regain control and is now focused on increasing global brand awareness from their headquarters in the Lake District.

Most relevant to

early-stage companies, companies scaling up and established companies

Topics

Mentioned

Companies
inov-8, Descente, Garmont, Tactical 8
Products
Mudrock 290, F-light
Also
Pete Bland, Thomas Michelson, Lisa Mickelson

Related episodes from other shows

Other shows on the same ground, closest first.

  • Product Startup · 31m

    095: Solve End-User Pain for Consumer Product Success

    Dan Soviero, founder of Signature Athletics, explains how his company achieved $10 million in sales by focusing on solving specific end-user pain points rather than chasing trends. He details the failure of a 'fidget spinner' accessory, which lacked utility, and contrasts it with the success of their durable lacrosse ball, pro-strung sticks, and Quick Connect goals. Soviero also discusses the strategic decision to abandon white-labeling for major brands like Under Armour to maintain direct consumer feedback and drive innovation in safety, visibility, and performance.

    Validation & product-market fitStarting a product company
    6 chapters

  • People of Packaging · 35m

    Hippy Feet is the coolest company you haven't heard about until now! Michael Mader, CEO

    Michael Mader, founder of Hippy Feet, explains how a traumatic brain injury during his senior year of college inspired him to build a business that acts as a support system for people experiencing homelessness. He details the company's evolution from a 'buy one, give one' donation model to an employment program for homeless youth, and finally to a strategy of donating profits to nonprofits that provide comprehensive care. Mader also discusses the significant challenges of sourcing American-made custom socks and knitwear, highlighting the difficulty of convincing established manufacturers to take a risk on a new brand and the importance of building personal relationships with factory owners.

    Starting a product companyDirect-to-consumer & e-commerce
    5 chapters

  • The Startup CPG Podcast · 33m

    Founder Feature: Becca Wright of Piedmont Pennies

    Becca Wright, founder of Piedmont Pennies, explains how she turned her grandfather's North Carolina cheese cracker recipe into a bootstrapped CPG brand now sold in 35 states. She details the decision to self-manufacture to protect product quality, describing the transition from hand-pinch production to semi-automated packaging and the challenges of finding affordable commercial real estate. Wright also discusses her retail strategy, focusing on boutique and gifting channels rather than mass grocery, and her use of grants to fund early equipment purchases.

    Starting a product companyManufacturing partners & offshoring
    7 chapters

  • Product Startup · 55m

    018: Re-inventing the walker with Jennifer Harris of Motivo

    Jennifer Harris, co-founder of Motivo, explains how she and her design partner Jeremy Canopo reinvented the mobility walker by applying user-centered design to a stagnant market. They worked with over 300 users to develop the Motivo Tour, a sleek, contemporary walker that addresses the stigma and ergonomic failures of traditional bent-tube models. The episode details their journey from garage prototyping to scaling production, highlighting their decision to manufacture in the USA and maintain control over shipping and quality to ensure a premium customer experience.

    Industrial & consumer product designPrototyping & iteration
    8 chapters

  • It's Only a Prototype · 55m

    Against All Odds: Overcoming Huge Setbacks to Sell 5 Million Worldwide

    Rob Law, founder of Trunki, explains how he turned a student design project into a global brand selling 5 million units, detailing his journey from a disastrous Dragons' Den pitch to securing UK manufacturing. He discusses the strategic decision to buy a failing factory, the costly but PR-positive loss of a high court IP battle, and the lessons learned from the failed 'Journey' crowdfunding campaign. Law also outlines his current approach with Zeepy, using AI for rapid iteration and 'slow innovation' to build sustainable products without heavy upfront investment.

    Crowdfunding & preordersIntellectual property
    7 chapters

The summary, chapters and topics are generated from the episode’s audio by this directory, not written by How I Built This. The episode itself belongs to its publisher.