John ‘The Radavist’ Watson was an early guest on the podcast and his contribution to the cycling industry in terms of visual identity over the last 10 years has been remarkable.

He recently found himself selling then buying back his online content brand ‘The Radavist’ from the bankrupt and now reborn TPC – The Pro’s Closet. So he has seen some action over the last few years and he recently wrote a piece ‘The Bike Industry is Broken’ providing what he considers ways that the industry needs to improve after the boom bust cheap money VC whipsaw that we have seen over the last few years.

At the heart of Watson’s argument is the idea that bike brands should prioritize depth over width — going deeper with focused offerings rather than wider with endless product sprawl. This approach mirrors successful urban planning where density creates efficiency and community over wasteful expansion. John is a trained architect so the parallel is fitting.

Watson specifically recommends “shrinking for efficiency” by reducing SKUs, eliminating overlapping models, and creating product lines that are “tighter, neater, and easier to understand.” This isn’t just about simplification — it’s about thoughtful curation. By focusing resources on fewer, better-developed products, brands can deliver superior quality and clearer value to consumers while reducing confusion in the marketplace. We have already seen this motion by brands like TREK who declared they will be right sizing their assortment by reducing skus by 40% over the next few years.

He points to companies like Rivendell as examples that understand sustainable business practices aren’t built on constant expansion but on maintaining quality and delivering consistently on core promises. This approach allows brands to develop expertise and institutional knowledge around specific products rather than spreading themselves thin across too many categories.

Watson’s critique of the annual model-year cycle highlights another aspect of this philosophy. He argues against the industry norm of releasing marginally different bikes each year with minor geometric tweaks or fresh paint — a practice that creates artificial obsolescence and drives unsustainable consumption. Instead, he suggests brands should invest in developing genuinely meaningful improvements before releasing new models.

His call for more metal frames and repairable products also speaks to this depth-focused approach. Rather than chasing trendy materials or disposable designs, he encourages brands to invest in durable, serviceable products that build long-term customer relationships through quality and longevity.

Perhaps most importantly, Watson advocates for brands to invest more deeply in their existing relationships — with dealers, with independent media, and with communities. Rather than expanding into new markets or customer segments without adequate support, he suggests strengthening the ecosystem that already exists through fair compensation, collaboration, and mutual support.

This depth-over-width philosophy isn’t just idealistic; it’s practical business advice for an industry facing contraction. By concentrating resources where they’re most effective rather than dispersing them across too many initiatives, Watson suggests brands can weather economic challenges while building more sustainable businesses for the long term.

Chapeau John.