039 - Liv Cycling – Building the world's only dedicated women's bike brand – with Cassondra Spring

Cassondra Spring is Global Brand Lead at Liv Cycling, the only
dedicated women's bike brand in the world. In this episode, Tim
and Cassondra talk about what it actually takes to build a brand
that serves an audience the industry had largely ignored, and why
getting it right required more than good intentions.


We talk about Bonnie Tu, the woman who founded Liv inside one of
the world's largest bicycle corporations and had to fight for the
idea from day one. About what it means to design a bike brand for
women from the ground up, not just adapt what already exists.
About retail as the moment where brand promise either gets
fulfilled or quietly falls apart. And about why the bike industry
still speaks to too narrow an audience, and what it costs us.


Cassondra also shares her perspective on community as a brand
tool, the rise of women's professional cycling, and why
transformation is what people are really looking for when they
walk into a bike shop.





The video about LIV's founder Bonnie we have been talking about
https://www.youtube.com/watch?v=m_ySoTZuNGU





More about Liv Cycling at https://liv-cycling.com





To learn more about us and the ADLIPS Branding Studio go
to https://adlips.io





Thanks for listening 🫶