James Olsen

WORK HISTORY

EDUCATION

SKILLS

ABOUT JAMES OLSEN

I\'m a rider and product designer with wide-ranging skills connecting design, brand strategy and product development. I have 20+ years experience with cycle products and brands and I\'ve created brand equity and commercial success for companies in a competitive market.I have a track record of leading successful product strategies and being ahead of the curves. Through my own riding experience and product trials I test and evaluate product concepts well. I enjoy deconstructing conventions and formats to find new ways forward. A factory floor in Asia is one home, a workshop another - the idea and how it goes together is the start of a process that follows through to delivered products that stand out. I believe we should offer real, sustained change - beyond making more things like the rest.Product development has to mean something and build a brand.\"What would Seth Godin say?\"Read more about how I approach my work by clicking through the bike images below.Outside the day job I currently run the Torino-Nice Rally Ltd Co, a not-for-profit route and event company. It promotes a non-competitive and inclusive version of cycling while raising funds for Smart Shelter Foundation. Like my aims within my day job, the Torino-Nice Rally is an original format that offers something different in cycling events and it\'s success is as enjoyable as it was unplanned. From time to time I get aspirations for rides that I\'m not sure I can manage and this has taken me from the N or the S of France to the other end numerous times, along the Spanish Camino, a 35hr non-stop ride in the first TINAT 600km audax and a memorable top 5 finish in the Tour Divide Race, among others. With preparation and planning I\'ve had more success than failures with these events and routes (so far). The cycling world has given me experiences and inspiration and the Torino-Nice Rally lets me give something back.