Ep. 193 ~ Tim Krueger, Esker Cycles CEO

Bikes or Death

Tim Krueger has been in the cycling industry for almost three decades. He got his start at a local bike shop breaking down boxes as a teenager. After college he landed a job at Salsa Cycles as the Product Manager during the birth of the "Adventure by Bike" category. A pivotal time in the bike industry that ultimately led to an entirely new market and category of Adventure Bikes. After his time at Salsa he went on to start his own company, Advocate Cycles. Advocate featured a rad lineup of steel adventure bikes with a unique business model that donated all of its profits to philanthropic institutions.

After attempting that business model for a couple of years it became clear to Tim that businesses needed their profits to sustain their employees and grow their company. It was at that time that the decision was made to transition the brand into Esker Cycles that we know today.

Tim's contributions and commitment to the cycling community and influence in the cycling market at large has been nothing short of impressive. I've been following his career, and awing over the cool bikes he's helped bring to market, for years. It was a true honor to get to pick his brain about longstanding questions and curiosities I've had about him and some of the bikes he's brought to market.

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