Chances are one or more pair of your cycling shoes uses a BOA dial to snug them up. Ultimately, this story is about making a better mousetrap. After seeing people struggle with lacing systems, BOA founder Gary Hammerslag used his experience in medical device wires to fashion a mechanical wire-and-real closure system that allowed for uniform, consistent fit. Two things are important here: First, consumers weren’t thinking they needed something better. Second, Gary didn’t try to devise a better way of lacing up winter boots, he came up with something entirely new, different and better. He saw a problem for which a solution wasn’t even being considered, which means opportunity. The challenge, then, wasn’t just to create a solution, but figure out how he could bring it to market. And therein lie some of the key lessons in this episode – Gary talks about working with OEM partners, preserving capital, and marketing to two different audiences.
Yeah, I’m posting this one a little out of order since we’ve already published episodes #029 and #030, but I think you’ll enjoy it. For more photos, show notes and links about Gary and BOA, head over to The Build Cycle!