No Straight Lines, No Apologies: Gears, Grit, and Getting Scrappy with Swift Industries

This week on the pod, I’m joined by Martina Brimmer, founder of Swift Industries—a bike bag brand that started in her basement and grew into a global presence. And while the story might sound like a clean upward climb, Martina’s quick to remind us:

“There are no straight lines in nature.”

This episode is about what happens in the in-between, the pivots, pauses, and personal evolution that shape both a business and the person behind it. We get into what it means to build something slowly, to stay values-driven even as those values shift, and how biking became her tool for freedom, joy, and creative connection.

🎧 Listen now:

Building Swift from the Ground Up

Martina shares how her creative upbringing and love of working with her hands led her to start sewing bags in a Seattle basement back in 2008. Swift began with zero outside funding, one sewing machine, and a deep desire to make something meaningful.

Bikes as a Tool for Agency and Joy

Bikes weren’t always a part of her childhood, but once she re-discovered them in college, everything changed. What started as transportation turned into empowerment and eventually, adventure.

“Bikes continue to be a foundation for so much community building and so much agency and empowerment for me.”

From late-night city commutes to bikepacking the Rockies, bikes became more than just gear—they became a lifestyle.

The Mental Load of Leadership

We talk honestly about the reality of leading a small, purpose-driven company. Martina shares her experience with decision fatigue, asking for help, and unlearning the pressure to always have it all figured out.

Values, Change & Owning Your Evolution

Swift’s move to international manufacturing was a hard but necessary shift. Martina reflects on how her younger self might have judged the decision and why she stands by it. She also speaks to the importance of transparency, even when some customers may disagree:

“I will not be everything to everybody…I just cannot ask that of myself or offer that of myself.”

Swift Campout: A Global Celebration of Dirtbag Joy

We close out by hearing about the magic of Swift Campout, a global bikepacking event happening June 21. Whether you ride solo, with friends, or join a public campout near you, it’s a chance to unplug, ride, and reset—no registration or racing required.

Key Takeaways from This Episode

✅ Growth isn’t linear—and that’s okay
✅ Biking can be a tool for agency, not just sport
✅ Leadership requires both vulnerability and vision
✅ Values can evolve, and so can your business
✅ You’re invited to ride with the global community on June 21

Join the Swift Community

🌐 https://builtbyswift.com/
⛺️ swiftcampout.com
📲 @swiftindustries

And ride with us here:
📲 @tarin.it.up.podcast
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💥 Buy us a beverage if this episode gave you the nudge to slow down, get outside, or dust off your bike.