𖡼𖤣𖥧𖡼𖤣𖥧 Nº300 Mayhem in Amsterdam 💥 ❌❌❌

Nº300! That's crazy! Twotone's 6 Step Mktg Recipe, Radavist SILCA ⛓️ wax review, Bill Walton & bikes + Velocio Ride Series AMS June 15. Omnium at Eurobike, 🇩🇪 ebike market rebound & Lachlan wins Unbound! SRAM Inclusivity Scholarship at Bespoked, Border Bash Bohemia, Gregario Ultra Cycling evening.
𖡼𖤣𖥧𖡼𖤣𖥧 Nº300 Mayhem in Amsterdam 💥 ❌❌❌
Some clips from the front of our office during Saturday's Mayhem in Amsterdam jam!
Table of Contents

Last Wednesday, I was invited by Dutch Base Camp to present a group of graduate business school students from the University of Fredericton about marketing during their visit to Amsterdam. I lead my talk with:

“People don't believe what you tell them. They rarely believe what you show them. They often believe what their friends tell them. They always believe what they tell themselves.” – Seth Godin

I continued to share what I referred to as Twotone's 6 Step Marketing Recipe. I prefaced it with the premise that you get what you give and offered the following ingredient list below:

  1. 🤏 Less is more: Start small with simple messaging. Refine. Continue to boil down. I cited a fave pitch: "Ampler is the ebike that looks like a bike.” Short & sweet.
  2. 🗓 Good things take time: we remind our clients & I’m reminding you: it will take years to see your efforts through! (this interview with Ana Andjelic doubles down on this point & even echoes others in my list)
  3. 🤝 Trust is a must: I used our story of convincing PRO to commission handmade bikes to demonstrate the trust builders put in PRO's products.
  4. 🔤 Back to the Basics: all about the very newsletter you're reading right now. Even seemingly mundane & old school strategies can yield more return than more popular approaches.
  5. 💡 Don’t advertise, innovate: especially after this past weekend's BMX event, reading Ana Andjelic's interview comments linked above about culture & Twotone's overall offline-first ethos of supporting community and not Meta & Google's bottom line: this story of how SILCA will support The Radavist's trip to Bespoked Dresden really makes sense to me!
  6. 🌀 Don’t player hate, iterate: instead of reusing your competitor marketing playbook & getting pissed that it doesn't yield the same results, lead from the front. Understand & observe what others are doing but do you own thing. Your story is different. I used the Bicycle Film Festival as an inspiring example!

Thank you to Kirra & Arianna for the opportunity and Kristy, Leo & Quentin for attending as well! I think the students took away some actionable advice & Kristy chimed in with some wisdom that I didn't think of too! Thank you! : )

This week is Micromobility Europe and I, once again, am honored to be moderating a panel session entitled: "How the Micromobility Revolution Is Reshaping the Netherlands" on the Ride Stage from 9:15am - 9:45am on June 6th. I'll be joined by:

Let me know if you'll be in town for the show & I hope to see you there!

Thank you for reading this week,


Upcoming Events

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Silca Chain Waxing System Review: It’s Like Brewing Coffee

"Drawing an analogy between bike maintenance and brewing coffee, Morgan Taylor goes deep in this Silca Chain Waxing System review. While those with ritualistic tendencies may be best suited to the hot wax process, Morgan suggests that waxing isn’t just for racers." But coffee is for closers! ; )

“My Bike Is Everything to Me” -Former NBA player and TV sportscaster Bill Walton

“My Bike Is Everything to Me”
Former NBA player and TV sportscaster Bill Walton died on Monday at the age of 71. He was a quirky dude and as someone who’

"I love my bike. My bike is everything to me. My bike is my gym, my church, and my wheelchair. My bike is everything that I believe in going on in the Biosphere. It’s science, it’s technology, it’s the future, engineering, metallurgy - you name it, it’s right there in my bike. My bike is the most important and valuable thing that I have."

June 15: Velocio Ride Series Amsterdam

Rider Series: Amsterdam
Join Velocio in Amsterdam June 15 for the second stop of the international Ride Series.

Our last Velocio Ride Series in Utrecht was a blast & this month's edition will be even bigger! RSVP here! : )


A Special Omnium Gathering July 4th at Eurobike!

We're planning on heading to Omniun's Eurobike Party after our dinner with CRANK! on the 4th! See you there, at the Omnium booth & other #twotoneclients' stands during the show!

German market to stabilise in 2024 after last year's decline

German market to stabilise in 2024 after last year’s decline
The decline in bicycle and e-bike sales Germany experienced in 2023 was a one-off writes the Cologne based Institute for Retail Research IFH in their annual market study. According to IFH, the demand will increase moderately again in the future starting in 2024.

"After many years of growth, the industry’s upward trend was interrupted in 2023 for the first time. Last year, the market recorded a decline of 5.2% compared to the previous year. “In view of the market being flooded with goods, a bad spring and a certain saturation due to the Corona years, the year-on-year decline in 2023 was still moderate and understandable."

Opinion: Pro Gravel Racing is Good for the Spirit of Gravel

Opinion: Pro gravel racing is good for the Spirit of Gravel
The more pro it becomes, the more gravel there is left for the rest of us

Thank you for this one, Kike! Quite the stretch to argue for this paradox but maybe I agree: as Strava/KOMs became more standard, then the interest in apps like komoot actually grew! Another thought: "Cycling is Not Suffering, You’re not suffering, you’re riding a bike." p.s. I'd wager that Lachlan's win at Unbound backs up this theory too!


SRAM Inclusivity Scholarship at Bespoked

Since 2022 Bespoked has partnered with SRAM to support under represented individuals within cycling community and to help encourage diversity within the frame-building space. Four applicants will receive full support from SRAM to exhibit at BESPOKED Dresden 2024. Read more.
This will be my SIXTH year going to 'The Bash! Register here!(and check last year's images here)

June 21: Intro to Ultra Cycling Event at Gregario

@Leanne_bentley_ is a graphic designer, outdoor bag maker, and ultra distance cyclist. She also runs @carrie.gere making bags for bikepacking & hiking in Workspace Six. She just earned 3rd at the Hellenic Mountain Race!Come hear all about here experiences on the bike during our INTRO TO ULTRA CYCLING event on June 21st at Gregario Cycling Services.



Thank you very much for reading!
Here's to making time for some mayhem this week!
Written by
Jon Woodroof
♥️ @Kristyspark✨, Otto, Mira, Errol, Simone, Brayden & Rowan 💡 living the dream @Workspacesix & @Twotoneams 💌 I love to send special stuff to special people weekly.
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