In this episode of the Road to Respair podcast, host Nick Frendo engages with Max from Standert Bicycles, exploring his journey from product design to establishing a successful bike brand. The conversation delves into the evolution of Standert Bicycles, the importance of community and culture in cycling, material choices in bike design, and the current trends in the cycling industry, particularly around endurance bikes. Max shares insights on navigating challenges in the business and reflects on the changing face of cycling culture, emphasising inclusivity and the aesthetic appeal of cycling. Takeaways Max's journey began with a diverse background in product design and business administration.The evolution of Standert was gradual, starting from a bike shop to a recognised brand.Community and culture play a crucial role in the cycling experience.Material choices, particularly metal, are central to Standard's design philosophy.Endurance bikes have become a significant trend in the cycling industry.Navigating challenges like COVID has shaped the brand's resilience and adaptability.The cycling culture is evolving, attracting a younger, more diverse audience.Inclusivity in cycling is enhanced by making it aesthetically appealing.Standert Bicycles aims to contribute positively to the cycling community.The future focus is on refining existing products rather than expanding into new categories.