Lead Out!

The challenge

Lead Out! started with a single pandemic stimulus check and an idea for better cycling bags. We had no customers, no stock and no spare cash, so each sale had to fund the next.

What we did

We designed the bags ourselves, sourced the fabric and worked directly with the factory. We shot the photos on real rides and made a weekly ride series for Instagram, with a different rider and route each Tuesday. That content ran the ads, the product pages and the emails. We built the Shopify store, ran paid social and email in house, and put each early win back into whatever had just worked.

The outcome

Lead Out! grew on its own margin, with no outside capital, and was acquired.