Designing Emotion: Why Great Bikes Go Beyond Performance
From Passion to Precision: A Conversation with PhD Podcast by Mike Pryde
In this conversation with the PhD podcast, I explore the art and emotion behind bike design — from geometry to aesthetics, and why boutique brands like Chapter2 are more relevant than ever.
A few weeks ago, I had the chance to sit down with Fernando Riego from the PhD podcast to talk about something I’ve been living and breathing for years: the emotional and technical journey of designing bicycles.
In this episode, we dig into the deeper layers of what makes a bike special. Yes, performance matters — stiffness, weight, responsiveness — but there's more to it. What excites me most is the geometry, the way a frame feels under pressure, the way it inspires confidence and flow. That’s the soul of a bike.
We also talked about the realities of being a boutique brand in a world dominated by giants. It’s not easy. But what keeps us going is the belief that riders want something personal, something with story, meaning, and aesthetic value. From the design of every curve to the colours we create, Chapter2 is about delivering that feeling.
I also touched on the lessons cycling has taught me about leadership, and why numbers never tell the full story. At the end of the day, cycling should bring joy — and the best bike is the one that gets you out the door, excited to ride.
If you’re into design, bikes, business, or just curious about how we do things at Chapter2, I invite you to watch this interview. I think it captures the essence of what we’re building — and why we’re just getting started.