# Specialized Bicycle Components: Mike Sinyard

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2024-07-29
- Length: 56m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2024-07-29-specialized-bicycle-components-mike-sinyard

## Summary

Mike Sinyard, founder of Specialized Bicycle Components, recounts how he transitioned from importing European parts to manufacturing the first mass-produced mountain bikes, including the Stumpjumper. He details a critical period in the 1990s where hiring outside executives led to a disastrous strategy of mass-producing lower-cost bikes like the Full Force, which diluted the brand and nearly caused bankruptcy. Sinyard explains how he recovered by consulting Peter Moore to create a brand bible, refocusing on core values, and eventually regaining the trust of retailers and customers to reach $500 million in annual sales.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-07-29-specialized-bicycle-components-mike-sinyard#t=0) Introduction: Mike Sinyard and Specialized Bicycle Components
- [4:10](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-07-29-specialized-bicycle-components-mike-sinyard#t=250) Early Life, ADHD, and Fixing Bikes
- [9:01](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-07-29-specialized-bicycle-components-mike-sinyard#t=541) Importing European Parts and Starting Specialized
- [17:49](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-07-29-specialized-bicycle-components-mike-sinyard#t=1069) Manufacturing Tires and the First Mountain Bikes
- [26:31](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-07-29-specialized-bicycle-components-mike-sinyard#t=1591) Launching the Stumpjumper and Early Skepticism
- [35:40](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-07-29-specialized-bicycle-components-mike-sinyard#t=2140) Hiring Executives and the Costly Mistake
- [40:56](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-07-29-specialized-bicycle-components-mike-sinyard#t=2456) The Full Force Failure and Brand Crisis
- [44:44](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-07-29-specialized-bicycle-components-mike-sinyard#t=2684) Creating the Brand Bible with Peter Moore
- [48:35](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-07-29-specialized-bicycle-components-mike-sinyard#t=2915) Near Bankruptcy, Merida Investment, and Recovery

## Topics

- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Industrial & consumer product design](https://hardwarepodcasts.com/topic/industrial-design)
- [Leadership, teams & culture](https://hardwarepodcasts.com/topic/leadership-and-culture)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)

## Most relevant to

companies scaling up

## Mentioned

- Specialized Bicycle Components (company)
- Stumpjumper (product)
- Full Force (product)
- Tarmac (product)
- Merida (company)
- Nike (company)
- Adidas (company)
- Costco (company)
- Schwinn (company)
- Cannondale (company)

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- [Marketing Lessons Learned with Fraser Vaage, Founder of Snik](https://hardwarepodcasts.com/podcast/predictable-designs-podcast/2020-08-31-marketing-lessons-learned-with-fraser-vaage-founder-of-snik) (Predictable Designs Podcast)
- [Ep. 26 | Microchip's Steve Sanghi on How to Bring a Company from Debt to Billions](https://hardwarepodcasts.com/podcast/moores-lobby/2021-06-08-ep-26-microchips-steve-sanghi-on-how-to-bring-a-company-from-debt-to-billions) (Moore's Lobby)
- [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)
- [Founder Feature: Building a Women's Health Beverage Brand and Landing Nationwide Sprouts Distribution in Months with Anastasia Sartan of The Cycle](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-06-26-founder-feature-building-a-womens-health-beverage-brand-and-landing-nationwide-s) (The Startup CPG Podcast)
- [Founders Feature: Lucy Dana of One Trick Pony](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-11-21-founders-feature-lucy-dana-of-one-trick-pony) (The Startup CPG Podcast)

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