Long before the major brands started getting into a quasi-consumer direct business model, and before Canyon spread to North America, Fezzari Bikes launched with a strictly direct-to-consumer brand. But that wasn’t founder Chris Washburn’s original intent. He wanted to sell his bikes through bike shops.
Chris and I sat down together after riding their new La Sal Peak in Utah to talk about why that didn’t happen, how he’s built a brand selling high ticket items sight unseen, and some of the challenges of running his company. If you’re considering launching your own consumer direct brand, or need to incorporate online sales into your business, or you’re just curious how this bike brand started, this interview is full of great lessons and stories.