For over 40 years, Terry Cycling has been committed to making cycling more accessible for women. For us, that means designing and manufacturing technical apparel, saddles and accessories that prioritize comfort, safety, and style, and doing it with integrity. Throughout our history, we have proudly manufactured many of our products in the United States and we are unique in still having much of our production made here. Innovation comes from all parts of the globe, and so do the unique materials and product lines that shape our niche business.
Earlier this year, Terry became one of several small businesses to legally challenge the unilateral imposition of tariffs by the current administration. On May 28, 2025, the U.S. Court of International Trade ruled in our favor in a case challenging tariffs imposed under the Trump administration. The court granted summary judgment, finding that the tariffs exceeded presidential authority under the International Emergency Economic Powers Act (IEEPA).
The ruling struck down all the IEEPA tariffs:
A 25% tariff on most imports from Mexico and Canada
A 20% tariff on goods from China
A general 10% tariff on imports from all U.S. trading partners
Additional “retaliatory” tariffs up to 50% targeting 57 specific countries
These tariffs significantly increased costs for companies like ours that depend on a mix of domestic and global suppliers.
This decision by the U.S. Court of International Trade is a turning point. Not just for us, but for countless small manufacturers trying to compete while staying true to their values and needs of customers. The now-vacated tariffs disrupted our supply chains, added costs, and forced us into months of defensive planning. We had to source new raw materials, rework long-standing partnerships, and test production strategies that pulled us away from what matters most. It was a complete distraction, with no benefit to the rider, for us to spend time knocking ourselves off just to stay afloat.
This ruling allows us to get back to what we do best: supporting women in cycling, investing in innovation, and planning for the future with confidence. It gives businesses like ours the space to operate without being penalized for sourcing smartly or manufacturing ethically.
We’re grateful for the support of our board, the Flagg Bicycle Group, and Liberty Justice Center, and we are proud to have played a role in standing up for small businesses. This isn’t just a win for Terry. It’s a win for the cycling industry and the communities we serve.
For more information, please contact Nik Holm, President of Terry Precision Cycling: nholm@terrycycling.com
After 14 years as President and Owner/CEO of Terry Precision Cycling, Liz Robert has announced her retirement from the day-to-day operations of the business. She will continue in an advisory role and remain on the Terry Board of Directors with the Flagg Bicycle Group who purchased the company in November of 2021.
Nik Holm, Director of Operations for Terry, will become interim President, effective January 9, 2024. Holm joined the company 11 years ago and has become a pro in supply chain strategy, inventory management, marketplace development, operations, wholesale oversight and product development. He has a passion for cycling and the Terry brand, and has proven himself to be an effective leader at the company. He will be working closely with EVP Creative Director, Paula Dyba, and VP of E-Commerce, Phillip Diehl, with a commitment to the company’s continued stability, sustained growth and mission to get more women riding comfortably, safely and beautifully.
In announcing the transition, Robert said, “Nik Holm has been an invaluable second in command, helping navigate through the crazy challenges of the past several years. He’s earned the respect of the team, helped us grow and prosper and I’m confident that will continue under his leadership. I’m ready to shift into my next gear, but I look forward to supporting Team Terry as a continuing Board member for years to come.”
Founded in 1985, Terry was the first company dedicated to the needs of female cyclists. Today, Terry offers a full range of products from saddles to cycling apparel in sizes XS–3XL, distributed by major retailers, bike shops and via the company’s own e-commerce site, terrybicycles.com.
Terry, the original women’s cycling company, has introduced nine new innovative bike bottoms with the launch of their 2023 Spring collection. The new line-up of bottoms includes options with higher rise, longer inseams, and extended sizing as well as additions to their high visibility, endurance, and trail-friendly assortments of apparel. These bottoms will also introduce new colorways of best sellers and the use of more sustainable fabrication.
A combination of high compression fabrics and Terry’s all new Flex Air Max chamois define the Long Haul Short. The goal for this bottom was to design a lightweight performance-level short that would be up for the challenge of centuries, high heat situations, international touring and gravel riding. This is achieved with a new multi-density Flex Air Max Chamois that adds a higher degree of long term comfort without bulk and a higher compression 6-panel fit that increases support and reduces muscle fatigue. Minimally constructed front waist panels and laser cut leg openings held in place with a stitchless, silicone-free 10mm gripper provide a friction-free experience for long lasting comfort. Nicely integrated smartphone pocket with bonded edge; made in a green-energy certified sewing facility in the USA and available in sizes XS-XXL. 8.5 inch inseam. $174.95 suggested retail.
Like it’s predecessor the Grand Tour Short, the Grand Tour Knicker provides serious riders with the support needed to pursue long distances, coarse terrain, a variety of temperatures or any combination thereof—now in an extended 18.5 inch inseam. Outfitted with features like touring pockets and Terry’s Flex Air Tour Chamois with a high level of padding, soft wing technology and perforated foam for breathability. It’s also made of Polartec’s tri-blend Powerstretch fabric which is fast drying, moderately compressive and soft next to the skin. Designed with all-day comfort in mind, the waistband is elastic free and bonded to reduce seaming against the front waist. The leg bands, too, are designed without a high degree of restriction, instead using stitchless hypoallergenic gripper tape on the inside of the leg hem to keep things gently in place. Available in sizes XS-XXL. $149.95 suggested retail.
Terry’s best-selling Breakaway line of silky, lightweight, performance bottoms has expanded for 2023 with new higher rise and visibility options. Both the Breakaway LTD Short and Breakaway LTD Short are USA-made out of a moderately compressive fabric and have the same sculpted paneling, flat seam construction and list of features as the original Breakaway Short (a Bicycling magazine Editor’s Choice designee). The limited-edition Breakaway adds wrap-around high viz inserts to an area of the body that makes a difference when it’s in motion for increased rider safety. The Breakaway Hi Rise utilizes a higher rise and wider, elastic-free comfort waistband that extends the torso coverage an extra 2 inches. Both are available in sizes XS-XXL and feature an 8.5 inch inseam. $104.95 suggested retail.
A runaway hit when it was first introduced, the Bike Bermuda is now available in Navy as well as classic Black. The Bike Bermuda combines all the best things about Bermuda shorts (high rise, long length, leg pocket and grip-free hem) with all the best things about Terry’s Breakaway Shorts (silky fabric, sculpted panels, Fleet Air Chamois). Built to be a truly comfortable and affordable bottom for every day cycling, Terry proudly manufactures this short in the USA at a green energy-certified sewing facility. Available in sizes XS-XXL. $99.95 suggested retail.
Field tested on an Italian bike tour and Montana singletrack, the goal of Terry’s new Rover Short was to provide women with a longer length, 2-piece short/padded liner combination that can be easily pulled on and comfortably worn on or off the bike. An alternative to the spandex sector of cycling, the Rover is made of a recycled stretch woven polyester, has an easy-fit, printed mesh waistband, and 2 front zippered pockets to secure essentials. The longer-than-average 13 inch inseam provides excellent coverage while the diamond gusseting allows for full freedom of movement. Included is Terry’s Universal Liner with lightweight Urban Chamois, ideal for spending 1-2 hours continuously in the saddle. The Universal Liner is detachable making this bottom ideal for biking, hiking, and travel. Available in sizes XS-XXL. $119.95 suggested retail.
Terry designed the Vista Skort to be comfortably wearable in high heat conditions and on off-road terrain. It is made of lightweight, abrasion-resistant, recycled stretch woven nylon, and features a 4-way stretch waistband for added comfort and a secure but accommodating fit. The integrated liner short is built with Terry’s ultra-breathable and ventilating Fleet Air Lite chamois, and comes attached to the overskort to prevent the garment from shifting while riding. The outer skirt has a mobility-friendly design that separates for easy pedaling and has an attractive, printed wrap-around yoke. Available in sizes XS-XXL. $109.95 suggested retail.
The Aria 8 Inch joins Terry’s array of performance liners and combines greater coverage with their Italian-made Fleet Air Chamois to support longer intervals of riding. The seamless Fleet Air chamois utilizes Terry’s signature soft-wing construction to reduce bulk and prevent chafing as well as multi-level foam padding that’s perforated for superior ventilation. This new 8 inch inseam hits at mid thigh, making it ideal for pairing with longer overshorts and skirts. The comfortable fit, breathable fabrication and signature stretch lace leg bands, remain true to Terry’s original best-selling 6.5 inch Aria liner. Available in sizes XS-XXL. $69.95 suggested retail.
Terry will offer extended sizing in two best-selling, high rise bottoms: The Holster Hi-Rise Short and Holster Hi-Rise Capri. Available in sizes 1X-3X and well-suited for long distances, both feature an ultra-wide, contoured, extra high waistband and moderately compressive fabrication to reduce muscle fatigue and increase circulation. Engineered with deep, stretchy, perforated pockets for quick, convenient access and the all-day comfort Flex Air chamois, the Holster Hi Rise Short and Capri join Terry’s inclusive collection of tops and bottoms for plus size riders. The Holster Hi Rise Short has an 8.5 inch inseam and the mid-calf length Holster Hi Rise Capri has an 18.5 inch inseam. $139.95 suggested retail for Holster Hi-Rise Short. $149.95 suggested retail for Holster Hi-Rise Capri.
About TERRY
Founded in 1985, TERRY has been dedicated to getting more women riding bikes. The company’s mission is fun for all women, comfort on the bike and getting the most out of every ride. TERRY apparel (ranging in sizes from XS–3X), and saddles for both women and men are designed to improve the ride for all levels of cyclists and are distributed by better bike shops and major retailers across the US, in addition to directly from terrybicycles.com.
In an effort to build its collaborative options for independent retailers, Terry has partnered with NuORDER, the premier B2B ordering portal. Through NuORDER, retailers will be able to easily browse Terry’s seasonal line sheets, select and order products and manage inventory via any device. In addition to expanded access, NuORDER will showcase Terry’s expanding lines of cycling and Soleil collections via curated virtual showrooms and relevant product recommendations.
“We have ditched the physical workbook, and are all in on digital presentations with the help of NuOrder. This change makes Terry more accessible than ever and allow buyers to shop in a more sophisticated and streamlined way,” according to Director of Operations, Nik Holm. “Our implementation of NuOrder makes it possible to merchandise our line in a way that makes sense to each shop and allows the shop to view multiple seasons at one time, placing both preseason and in-season orders at the same time.”
Beginning with the Fall 2023 buying season, Terry will conduct all its wholesale practices through NuORDER. Wholesale Director, David Howard worked closely with NuORDER to implement this integration and is excited to take Terry’s connection with independent dealers to a new level. “Terry Cycling and NuOrder have created a virtual showroom through detailed product descriptions and high-resolution images that gives the buyer a feeling of being at a live Terry product presentation.“ NuORDER’s B2B platform brings Terry products to life and provides solutions to deliver the best experience to buyers at every stage of the wholesale journey.”
About NuOrder: NuORDER is the leading wholesale e-commerce platform. Brands use NuORDER to deliver a seamless, more collaborative wholesale process, where buyers can browse products, plan assortments and make smarter buys in real-time. The NuORDER platform was engineered with flexibility and scale in mind processing over $35B in GMV. It empowers businesses of all sizes with enterprise-level technology. Headquartered in Los Angeles, California with offices globally; NuORDER connects more than 2,000 brands and 500,000 retailers, helping them grow and win together. For more information, visit www.lightspeedhq.com and www.nuorder.com.
About Terry: Terry is the original women’s cycling company, founded in 1985 and dedicated to getting more women riding bicycles. The company designs innovative apparel, saddles and accessories for all types and sizes for riders and is committed to the mission of Fun for All. Learn more about Terry Precision Cycling at www.terrybicycles.com and https://community1.terrybicycles.com/
Burlington, VT – Blue Cross and Blue Shield of Vermont (Blue Cross) and Terry Bicycles have re-launched the Wellness Revolution after a pandemic hiatus. The program is designed to promote healthier lifestyles for Vermonters who identify as women through cycling.
“We encourage women across the spectrum of cycling comfort levels to join us,” says Megan Peek, Community Relations and Health Education Manager at Blue Cross. “Whether you are just starting out or are looking to get exercise in a supported way, this free program advances women’s cycling abilities, builds confidence, and provides an opportunity to connect in a fun, supportive environment.”
The program’s mission is to improve the lives of Vermont women by increasing access to health and wellness resources while supporting positive lifestyle changes. Exercise is not only a key contribution to physical and mental health, it supports work productivity and better sleep. Employers are encouraged to reach out to Blue Cross to learn about other creative ways to build employee wellness into every day.
“Women love this program because we help them overcome obstacles and teach them to be comfortable and confident on a bike,” said Liz Robert, CEO of Terry Bicycles. “By taking a holistic approach to cycling with our committed health services partner, Blue Cross and Blue Shield of Vermont, and adding fun prizes and incentives along the way, our participants stick with it. Many participants keep on cycling long after the program is over, which is the real win for everyone.”
The program has an enduring influence on women’s confidence to get out and stay active on a bike. Cycling is not only fun, but it also gets the heart pumping, and is an excellent transportation alternative that can lessen the dependence on cars.
“Before taking part in the Wellness Revolution, I wasn’t comfortable riding my bike in traffic and I struggled with hills,” says Becky Campbell, a Wellness Revolution alumnus. “Over the course of the program, I built confidence so that I’m not afraid to take my bike onto a busy road, and I have a much better understanding of how to tackle those hills!”
The Wellness Revolution 2022 kicked off on May 17 with an informational and goal-setting session. The program will run on Tuesday evenings in Burlington from 5:30 to 7 PM. It will culminate on June 18 with a team ride in South Burlington that will include program alumni.
Beyond great exercise and comradery, the Wellness Revolution will also include sessions on bike maintenance, mindfulness, urban riding techniques, cross training and more. Incentives for the participants to reach their goals include free helmets, a $75 Terry Bicycle gift card, cycling socks and the chance to take home the grand prize – a $500 gift certificate for Terry Bicycle gear.
Blue Cross and Blue Shield of Vermont is Vermont’s only local, not-for-profit health plan. For over 30 years, the company has been enhancing the health and well-being of the Vermonters we serve by offering innovative plans to individuals, older Vermonters, and businesses. Our employees are dedicated to developing new ways to support high-quality care, programs, and events that promote wellness. Blue Cross and Blue Shield of Vermont is an independent licensee of the Blue Cross and Blue Shield Association. For more information, visit www.bluecrossvt.org.
Terry will introduce two new cycling tops in 1X–3X in January of 2022: Soleil LS Flow+ and Sunblocker+. The company worked closely for the fit development of these tops with Adina Crawford renowned ambassador in the cycling community (@officialblackgirlsrun @blackgirlsdobike @terrybikes) and Terry fit model.
Like its predecessors in the Terry lineup, the Soleil is a radical departure for cycling tops due to its minimal nature and comfortable fit. Meant to be form fitting through the chest, it then relaxes through the mid and hip areas to provide for a comfortable, flattering silhouette. Made of 88% micropoly/12% spandex that’s lightweight, moisture wicking and UPF50+, it’s a top that can be comfortably worn in the heat of the summer. Simply styled with crew neckline, elastic-free sleeves and hemline, 3 open rear pockets, 4 custom print choices. $104.95 suggested retail.
Another new option for curvy riders, the Sunblocker Plus offers full coverage sun protection with ventilation thanks to a 10” front zipper. It’s a loose fit with elastic-free arms and hemline and is made of 90% polyester/10% spandex fabric with moisture-wicking, antimicrobial and UPF 50+ characteristics. 3 open rear pockets, 2 custom print choices. $99.94 suggested retail.
These 2 new tops join an existing collection of Cycling Tops, Skorts and Bottoms offered in sizes 1X–3X that have been in the Terry line for over 2 decades.
About TERRY
Founded in 1985, TERRY has been dedicated to getting more women riding bikes. The company’s mission is fun for all women, comfort on the bike and getting the most out of every ride. TERRY apparel (ranging in sizes from XS–3X), and saddles for both women and men are designed to improve the ride for all levels of cyclists and are distributed by better bike shops and major retailers across the US, in addition to directly from terrybicycles.com.
For more information, contact:
Paula Dyba, VP Marketing & Creative Director :: paula@terrybicycles.com
Terry Bicycles announced today that it has been acquired by the Flagg Bicycle Group. Terry is the original women’s cycling company and is an industry leader in designing innovative apparel, saddles and accessories for all types and sizes of riders. Liz Robert will remain President/CEO and shareholder in the company, now named Terry Precision Cycling, and will continue to lead its existing staff at its facility in Burlington, Vermont.
The acquisition will provide strategic investments to grow Terry’s business and serve specialty bicycle retailers. Terry Precision Cycling will continue to be run as an independent brand, with product order placement and fulfillment managed through its Burlington facility.
“We are thrilled to join the family of companies owned by Flagg Bicycle Group, each of which is an industry leader in their respective areas of business,” said Robert. “This acquisition will maximize the opportunities Terry has to get more women riding bicycles comfortably, safely, and beautifully, and to serve our loyal customers.”
Flagg Bicycle Group has full or partial ownership of other independently operated cycling related businesses including Quality Bicycle Products, headquartered in Bloomington, Minnesota – along with SmartEtailing and Wheels Manufacturing, both located in Colorado.
About Terry
Terry is the original women’s cycling company, founded in 1985 and dedicated to getting more women riding bicycles. The company designs innovative apparel, saddles and accessories for all types and sizes of riders and is committed to the mission of Fun for All.
Terry Precision Cycling will introduce a variety of new products designed to broaden the options for female cyclists in 2022 and play off key trends in the market:
go with the “flow” fit, in sizes for all
gravel-to-travel wear
versatility of use
ethical manufacturing/sustainable fabrics
fewer better things
The new line-up will include new options in bike bottoms (padded and unpadded), new tops in regular and plus sizes that provide looser-fit alternatives as well as sun protection and key details for cycling performance. There is also a new gravel-to-travel collection that offers an alternative in tops and bottoms in the non-spandex universe.
NEW BOTTOMS
Freedom 2-in-1 Short
Designed to offer a versatile performance short that presents cyclists with an option to use it with or without a chamois, the Freedom 2-in-1 is comprised of an outer nylon/spandex short and a separate, perforated brief with chamois. Features include an 8.5″ inseam, wider waistband and raw cut leg edges on the brief for smooth fit under outer short. The separate brief uses Terry’s smallest Reticulated chamois with foam technology that’s significantly thinner, lighter and more breathable. Available in sizes XS–XXL. $129.95
Easy Rider Short
Fun with fabrics and the complete removal of a leg band define the new Easy Rider Short. A sueded, matte-finished nylon/spandex fabric gives this short its unique luxe texture. Equipped with Terry Fleet Air chamois and with raw-cut legs, the Easy Rider can be worn comfortably for rides of most any duration. Available in sizes XS–XXL. $109.95
Vista Short
More trail in nature, Terry’s new Vista Short is a pull-on styled stretch woven short with a wide stretch waistband that easily accommodates a wide variety of body types. The outer short is made of recycled nylon/spandex with a stretch nylon/spandex waistband, front hand pockets, zippered leg pocket (smartphone sized) and a 9″ inseam. It’s sold with Terry’s new Cyclo Brief, a minimalist liner outfitted with Reticulated chamois (details below). Available in 2 color options and sizes XS–XXL. $124.95
Rover Skort
The goal with the new Rover Skort was to provide women with a versatile, 2-piece skirt/padded liner combination that can be worn both on and off the bike. Made of a recycled stretch woven polyester, the skirt has an easy, pull-on fit, elastic waistband, 2 front drop-in pockets and hidden zippered pocket and printed lower panel. Comes with Terry’s padded Universal Liner. Available in sizes XS–XXL. $99.95
Cyclo Brief 2.0
More panty than brief, Terry’s new Cyclo Brief 2.0 provides cyclists with the ideal solution for riding in regular apparel. It’s very lightweight and breathable thanks to perforated nylon/spandex, has a soft elastic waistband and raw cut legs that will disappear under tight bottoms. The chamois uses reticulated foam technology, creating a pad that’s significantly thinner, lighter, more breathable and narrower with Terry’s innovative soft wing construction. Sizes XS–XXL. $59.95
Metro Bottoms – new lengths
Terry’s best-selling Metro Short line of stretch woven bottoms gets expanded for 2022 in two directions: a shorter (7″) and longer (16.5″) length. The new Metro 7 also comes with a new 5″ Universal Liner, stretch gussets at waistband sides, lower leg reflectivity, full-length crotch gusset, 2 front hand pockets, 1 zip front leg pocket and is available in ebony or orchid. The Metro BTK comes with Terry’s Universal Liner and has a below-the-knee length with sculpted hems for comfort. Both are offered in XS–XXL. Metro 7 $119.95; Metro BTK $124.95
NEW TOPS
Touring Jersey
To meet the growing needs for cycling apparel that works for bike travel, gravel rides and event riding, Terry will introduce a dedicated Touring Jersey. This relaxed fit option is made of a sun protective, wicking polyester jacquard that also feels great against the skin and has mesh inserts in key zones. Tour-specific features include 3 open rear pockets, side zip security pocket, reflectivity, laser-cut arms. Available in two photo-real ombre prints in sizes XS–XXL. $119.95
Vista Jersey
Made of lightweight, wicking, recycled REPREVE® fabric; tailored, raglan, elbow-length sleeves; sculpted hemline that drops in the rear; elastic-free arms and hemline; single side zip hidden pocket. Semi-fitted. XS–XXL. $79.95
Liberty Jersey
For women who are new to cycling or hesitant to take the step into full fledged cycling jerseys, Terry introduces the LIberty Jersey. Made of wicking polyester and cut looser than traditional cycling apparel, it has shaped side paneling with integrated drop-in pocket on the right. A five-inch hidden zipper in front; bonded reflective tape on left side panel for enhanced rider visibility; elastic free arms and hemline for comfort. In two colors, sizes XS–XXL. $79.95.
Plus-Size Tops
Terry will offer extended sizing on 2 additional tops in 2022: Soleil LS Flow and Sunblocker. Available in sizes 1X–3X, both tops will provide UPF50+ full coverage options and join the collection of jerseys and cycling bottoms that Terry has for plus size riders. The Soleil LS Flow ($104.95) will be offered in 4 prints and the Sunblocker ($99.95) in 2.
One-of-a Kind Prints
For 2022, Terry will also introduce a wide variety of one-of-a kind, custom prints.
About TERRY
Founded in 1985, TERRY has been dedicated to getting. more women riding bikes. The company’s mission is fun for all women, comfort on the bike and getting the most out of every ride. TERRY apparel (ranging in sizes from XS–3X), and saddles for both women and men are designed to improve the ride for all levels of cyclists and are distributed by better bike shops and major retailers across the US, in addition to directly from terrybicycles.com.
Available in April, 2018, TERRY’S Coeur du Tour apparel collection for female cyclists was designed to celebrate the iconography and majesty of the 105th Tour de France. The collection features a coat of arms crest with double heart icon, representing the region of the Grand Départ from the Vendée area in France. Paris is also a central theme with Notre Dame, the Moulin Rouge and the Eiffel Tower as creative inspiration. The line includes four tops (Soleil LS, Sun Goddess, Breakaway Mesh, Soleil Tank), 2 Tour-themed bottoms (Peloton TDF Short and Peloton TDF Capri) and Signature TDF Gloves. Apparel is available in sizes XS–XXL and can be ordered at terrybicycles.com.
“Buying a bicycle with a Terry saddle and meeting Georgena Terry 22 years ago changed everything for me. I took one look at what she was doing (at a time when NOBODY was focused on making things for women) and knew I’d found a marketer’s dream. I’m lucky to have worked with a passionate team and committed partners who love what they do – this has been the ride of a lifetime.” So says Paula Dyba, Terry VP Marketing and Creative Director, who was honored by the Direct Marketing News 2016 Hall of Femme last month in New York City.
Reprinted with permission from DirectMarketingNews.com, April 8, 2016:
Marketing is more like staying steady on a unicycle while juggling than simply riding a bike. It requires balancing creativity with customer insights, and Dyba knows how to do just that. During her agency days, she helped lead the import launch of then unfamiliar car manufacturer Hyundai Motor America and overcame concerns associated with buying a Korean vehicle. And as VP of marketing and creative director for women’s cycling company Terry Bicycles, she’s pioneered new e-commerce, product and catalog merchandising strategies…
Marketing strategy: My approach is customer-centric…At Terry Bicycles, we’re totally focused on female cyclists, and we’ve built relationships with our customers who absolutely love us and evangelize for our products. At the beginning, we knew there was demand in the market, but the supply chain was stuck. Bike shops just weren’t ready for a “woman’s section” 25 years ago. So, we invented our own marketing channel and went direct to the customer via catalog. It was an instant success and we’ve built the brand, customer by customer, ever since. We put the customer experience ahead of everything we do, and have built a reputation for being the problem solvers for female cyclists.
Defining moment: I bought a bicycle. It was at a time when I was working in New York for a big advertising agency pitching car accounts. In between pitches, I went into a bike shop in upstate New York, bought a bike, and the salesperson sold me a Terry saddle. I’d never heard of the company but turns out it was right down the road. I met the owner, Georgena Terry, and I asked her why I’d never heard of her company. She said she didn’t have a marketing person. I left advertising that moment. I felt like I’d found a marketer’s dream. Terry was the first women-specific bike company at a time when women-specific products were not around in cycling, nor really anywhere else. Shifting careers completely from agency to client, from multi-million dollar ad budgets to nearly zero, from cars to bicycles was a huge step and the defining moment for me as a marketer.
Trend watching: For us as direct marketers, our customers’ move to mobile is something we’re not only watching, but also putting tons of time and energy into. It’s changing everything about the way we interact individually, as families, as marketers and as retail businesses. The challenges of presenting a brand in a completely new and super-small format, figuring out how to market in this new arena, and simplifying the buying process is only going to grow and require new tool and new ways of engaging with our customers.
Marketing staff must-have: First, the ability to write well; second, creative enthusiasm/curiosity. One is pretty easy to evaluate and the other much harder. Both traits are critical in an innovative business environment where customer relationships, engagement and product development are necessities.
Advice to young marketers: Find a product category that absorbs you. Find the best company in that category and get yourself in the door at whatever level you can.
Or better yet, walk into your local bike shop and buy something…you never know where that might lead.
