Can the cycling industry cut through marketing noise to win back the trust of well-informed consumers?

In Episode #10 of the BikeBiz Podcast, host Pedro Couto Lopes sits down with Steven Nemeth, Founder of O2C Cycling (Obsess to Compete). Bringing nearly two decades of performance footwear innovation—having previously established Bont Cycling and engineered footwear ridden to Tour de France victories and Olympic track golds—Steven pulls no punches on where the bike trade stands today.

From the myth of proprietary “stiffness indices” to the commercial reality of Asian carbon manufacturing, Steven shares why honesty, bespoke last development, and protecting independent bike dealers from overstocking are the cornerstones of O2C’s global proposition.

Meet the Guest

Steven Nemeth: Founder and Director of O2C Cycling (Obsess to Compete), with nearly two decades of high-performance footwear engineering experience, having previously established Bont Cycling and designed shoes ridden to Tour de France victories and multiple Olympic gold medals.

“There is not a single recognised independent test that can give you a standardised number. So anything that you hear from brands at this moment that says ‘my stiffness index is 10’ means absolutely nothing… Until there is a standardised test done by an independent body, I’m not going to come up with a number that means nothing.”

Pedro Couto Lopes: Steven, you transitioned from elite rowing into cycling footwear development almost 20 years ago without a traditional shoe design background. How did that shape your engineering philosophy?

Steven Nemeth: I believe it was a positive that I didn’t have a shoe design background because I wasn’t predisposed to all these ideologies that other people had. I could start with a clean slate and look at it purely from a scientific point: What does it take to turn a pedal? How can I make that motion more efficient, improve performance, and prevent repetitive injuries?

Pedro: The cycling footwear market is crowded. How does O2C support independent bike dealers who are already cautious about inventory?

Steven Nemeth: We have a very low buy-in. That’s not because I don’t want to make sales, but because we are conscious of not overstocking dealers and pushing product down their throats. Selling in is the easiest part of the equation; sell-through is what matters. I’d rather work closely with a dealer for 10 years than work with 10 dealers over two years.