Channel Mastery - Ep. 118: Jennifer Kriske, Founder of Machines for Freedom
Machines for Freedom
“...Sometimes you have to just trust your gut even if maybe you don't have as much experience...That doesn't mean that your ideas about things are any less valid and there's still just those struggles of selling apparel…”
- Jennifer Kriske
show highlights
Machines for Freedom Founder, Jennifer Kriske is my guest today on this episode of the Channel Mastery podcast. Kriske discovered cycling, like so many of us do, when she was working a job that entailed super long-hours, where she was always on. Cycling gave her the window to shut off work and re-invigorate.
She was a beginner cyclist, and that gave her a very clear view into the experience - meaning, there wasn’t anyone telling her what she should, or should not do. She noticed that she was not the only woman on her rides who was uncomfortable in the ‘kit.’ She also knew that, like her, other women riders were not feeling super fashionable in what was available to them to ride in.
Rather than being complacent, she decided she needed to do something about it and launched the company, Machines for Freedom. She has a fantastic entrepreneurial story, and you’ll get to hear it first hand here today on this week’s show.
Although the brand is primarily digitally native, Jennifer’s methods for getting it started were geared more in the direction of relationship building through community rides and open conversations with cyclists. This made for a very authentic, organic channel strategy to build an audience and continually engage them.
Her strategy has always been driven by the relationships she built on her group rides, and in her region. Slowly that branched out to a much wider reach, and a very loyal following. In 2018, Specialized Bicycle Components invested in Machines for Freedom with the intention of keeping the companies separate, but thriving together. Like I said, Kriske’s story is interesting, on so many levels! Throughout the episode, Jennifer and I discuss the why behind founding the brand, how she was able to build the loyal following, apparel in independent bike shops and the relationship between Specialized and Machines for Freedom. She’s holding fast and true to her vision of creating high-performing, super stylish kits that are built with a very specific rider in mind, and Specialized backs this vision today. I also know you’re going to love the part of the interview where Jennifer talks about her 2020 IRL (In Real Life) campaign, focusing on gravel. I hope you learn as much from Jennifer as I have researching this and interviewing her for the Channel Mastery podcast!
featuring
Jennifer Kriske
Jennifer Kriske is Founder of Machines for Freedom, a high quality, high performance, women’s cycling apparel company. Prior to Machines for Freedom, she held positions ranging from entertainment media and hotel and restaurant design. In the midst of designing restaurants, she took up cycling and realized the need for kits that were more specifically designed for women.
Machines for Freedom launched in 2014 and immediately created palpable changes in the cycling world which has led to an industry-wide shift in the way cycling apparel is designed and marketed. Machines For Freedom not only proved to the industry that an entire market exists, but the company innovated and elevated cycling apparel for women in a way no other brand has, while building a strong and organic community riders who support each other, challenge themselves, and spread good vibes
topics covered
Cycling, cycling apparel, digital launch, IBD, independent bike dealers, Specialized and Machines for Freedom Relationship, apparel for women athletes
select quotes
“Where Machines is able to really remain distinctive is that we built a Kit from the ground up. Our patterns are all built from the ground up. We innovate and we really rethink what riders might need and want in a cycling kit. And so keeping that core value is really important. It's one of the reasons why we don't just launch a print every month and become more of this fast fashion business model.”
“...Part of the ethos of the brand has always been to show what the sport looks like from a different point of view. So the pictures that I would see through marketing materials through larger brands, that wasn't necessarily jelling with what I saw in real life in this sport. And so I wanted to show what the sport looked like from the rider's point of view and just change what the sport looks like.”
“...Sometimes you have to just trust your gut even if maybe you don't have as much experience...That doesn't mean that your ideas about things are any less valid and there's still just those struggles of selling apparel…”
“They're {people are} going to go down the path of least resistance, the path of least frustration. And so if the experience is negative then they're going to try a different channel.”
“...It's exciting to see like the industry being infused again with some entrepreneurial spirit, right? Like a little bit of that willingness to experiment and to push the envelope and to try different things. I think that's what the industry needs, to kind of shake things up a little bit.”
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related links
Machines for Freedom on Instagram
Relationship of Machines for Freedom and Specialized
Scott Galloway Interview re: Amazon, Google, Microsoft and Facebook in 50 Years
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