Built from the Spokes Up with Nicole Johnson of Boyd Cycling
This week, I sat down with Nicole Johnson, co-founder of Boyd Cycling, and someone who truly embodies the grit and resilience it takes to thrive in the outdoor industry. Nicole shares how she accidentally fell into cycling after a running injury, how she and her husband Boyd bootstrapped a business out of their house, and what it’s been like to grow a company rooted in values, not just velocity.
We talk about what it means to support bike shops (not just compete with them), how Boyd Cycling scaled during the COVID chaos, and why they’re now manufacturing performance wheelchair wheels and bringing carbon production to the U.S.
Whether you're in the bike world or just trying to build something meaningful, you’ll want to hear this one.
From Amateur to Pro (And Still Learning on the Go)
Nicole didn’t grow up riding, she was a skier and gymnast from Vermont who only found cycling after a running injury. Her entry into the sport was anything but graceful. She joined a triathlon team barely knowing how to swim or ride but stuck it out, got better, and eventually earned a spot on a pro crit racing team within two years.
Bootstrapping Boyd Cycling, Literally from the Living Room
What started as a side hustle selling wheels out of their house (and every room full of bike parts) turned into a full-time company after Boyd designed a website, built some key relationships, and Nicole decided to quit her job and go all in. Their early model was DTC, but they quickly realized the bike shop wasn’t just essential—it was the heartbeat of the industry.
“The bike shop can never go away because they are the brain of this industry. They're the community, they're the expertise, they're the friends, they're the people that are busting butt every single day.”
The Case Against DTC-Only: Why Supporting Retailers Still Matters
Nicole shares a strong, honest take on how DTC has disrupted trust—both for shops and consumers and why manufacturers need to price responsibly, protect retailer margins, and make sure shops don’t lose out on every sale.
“It’s like asking your best friend to work for you and not paying them. That’s what undercutting the shop feels like.”
Building in the U.S. & Supporting the Para Community
Boyd Cycling scaled during COVID by keeping inventory tight and listening to their gut. That mindset led them to their biggest leap yet: becoming a U.S.-based manufacturer for both alloy and carbon rims. Now, they’re producing wheels not just for bikes, but for performance wheelchairs, too.
“Both my dad and grandfather were paralyzed. Helping people move better—it’s personal.”
Why You’ll Want to Hit Play
✅ Nicole’s wild first triathlon and fast-track to pro cycling
✅ How Boyd grew from a living room biz to a full-scale factory
✅ A powerful case for supporting your local bike shop
✅ The realities of DTC, pricing chaos, and brand trust
✅ How Boyd is making wheels for both bikes and wheelchairs
✅ What it takes to stay in the game—and why quitting isn’t an option
Mentioned in This Episode
🔗 Boyd Cycling Wheels – Road, MTB, gravel, tri & more
⚙️ Kanuga FF MTB wheels + full disc tri wheels
♿️ Lightweight aluminum wheels for performance wheelchairs
📖 Good to Great by Jim Collins – the book that changed Boyd's trajectory
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