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Max Strandvitz became CEO of Mips just months before COVID hit — inheriting a company that had come close to bankruptcy multiple times before finding its footing. In this episode, he unpacks the philosophy that took Mips from survival mode to 11 consecutive quarters of growth in bike: structure, focus, and discipline. Max explains why Mips turns down far more opportunities than it pursues — including repeated offers to launch its own helmet brand — and draws a sharp line between real innovation and what he calls "renovation," arguing that consumers can always tell the difference. It's a candid look at what it actually takes to build a category-defining ingredient brand, one deliberate "no" at a time.
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