# inov-8: Wayne Edy

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2021-09-13
- Length: 58m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2021-09-13-inov-8-wayne-edy

## Summary

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.

## Chapters

- [0:53](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-09-13-inov-8-wayne-edy#t=53) Introduction: Wayne Edy and inov-8
- [3:59](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-09-13-inov-8-wayne-edy#t=239) Early Life and Footwear Career
- [6:47](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-09-13-inov-8-wayne-edy#t=407) Concept and Launch of inov-8
- [10:13](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-09-13-inov-8-wayne-edy#t=613) Product Design: The Mudrock 290
- [12:37](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-09-13-inov-8-wayne-edy#t=757) Initial Funding and Manufacturing
- [16:38](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-09-13-inov-8-wayne-edy#t=998) Early Marketing and Race Sponsorships
- [30:36](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-09-13-inov-8-wayne-edy#t=1836) Expansion into CrossFit and US Market
- [35:20](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-09-13-inov-8-wayne-edy#t=2120) Financial Crisis and Private Equity
- [42:34](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-09-13-inov-8-wayne-edy#t=2554) Sale to Descente and Loss of Control
- [48:01](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-09-13-inov-8-wayne-edy#t=2881) Buying Back inov-8 and Future Plans

## Topics

- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Growth, exits & acquisitions](https://hardwarepodcasts.com/topic/growth-exits-and-acquisitions)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Manufacturing partners & offshoring](https://hardwarepodcasts.com/topic/manufacturing-partners)

## Most relevant to

early-stage companies, companies scaling up, established companies

## Mentioned

- inov-8 (company)
- Mudrock 290 (product)
- Descente (company)
- Garmont (company)
- Tactical 8 (company)
- Pete Bland (other)
- Thomas Michelson (other)
- Lisa Mickelson (other)
- F-light (product)

## Related episodes from other shows

- [095: Solve End-User Pain for Consumer Product Success](https://hardwarepodcasts.com/podcast/product-startup/2021-09-29-095-solve-end-user-pain-for-consumer-product-success) (Product Startup)
- [Hippy Feet is the coolest company you haven't heard about until now! Michael Mader, CEO](https://hardwarepodcasts.com/podcast/people-of-packaging/2025-11-05-hippy-feet-is-the-coolest-company-you-havent-heard-about-until-now-michael-mader) (People of Packaging)
- [Founder Feature: Becca Wright of Piedmont Pennies](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-01-17-founder-feature-becca-wright-of-piedmont-pennies) (The Startup CPG Podcast)
- [018: Re-inventing the walker with Jennifer Harris of Motivo](https://hardwarepodcasts.com/podcast/product-startup/2016-09-13-018-re-inventing-the-walker-with-jennifer-harris-of-motivo) (Product Startup)
- [Against All Odds: Overcoming Huge Setbacks to Sell 5 Million Worldwide](https://hardwarepodcasts.com/podcast/its-only-a-prototype/2025-05-15-against-all-odds-overcoming-huge-setbacks-to-sell-5-million-worldwide) (It's Only a Prototype)

## Citing this page

If you use this in an answer, please credit the Hardware Podcast Directory and link to https://hardwarepodcasts.com/podcast/how-i-built-this/2021-09-13-inov-8-wayne-edy. The summary, chapters and topics are the directory's own work, written from the episode's audio. The episode itself, its title and its audio belong to How I Built This.