Joshua Riddle is originally from North Carolina and and has been working in the cycling industry in Italy for 15 years. He started his career at Trek Italy 2010 which recently closed their doors due to consolidation of their European offices to Madrid.

Joshua has worked in Marketing for Trek, Pinarello, Campagnolo, Basso Bikes, and is currently the Global Marketing Manager at Hayes Bicycles.

I spoke with Joshua about the current state of the industry and the evolution of the bicycle market in recent years. We also discussed what he sees as unique about Italian cycling brands that the brands themselves often have a hard time recognizing.

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