Spenco, the #1 manufacturer of athletic shoe insoles in the U.S., hired Bolin to help the company enter a new segment: cycling gloves. Despite a successful launch and positive early growth, Spenco decided to focus exclusively on their core insole business. Bolin recognized the opportunity and acquired the cycling glove business in 2004. Today, it operates as an independent business unit of Bolin Marketing.

Hand numbness during long rides is a common complaint. Over 5,000 specialty bike shops own the market for the serious cycler.

The Bolin team outsourced production to China. We expanded the product line with different features and styles targeting segments such as off-roaders, cold weather and female cyclists. An innovative website supports e-commerce and telemarketers call on independent bike stores. Event marketing at trade shows and triathlons supports local retailers and reaches hardcore enthusiasts.

Sales for year one exceeded $250,000 with steady growth in dealers and sales. Spenco IRONMAN gloves are the top selling glove brand for Quality Bike Products, the nation’s largest distributor to independent bike shops.