Steve Frothingham

Steve is in his second stint at BRAIN. He was here at the beginning in 1992 while still working for a bike shop in Santa Fe, N.M. He wrote several articles for BRAIN's first issue and later joined the staff, eventually becoming managing editor and then executive editor.

After leaving BRAIN in 1997 he worked for several news organizations including The Associated Press and VeloNews before rejoining BRAIN as web editor in 2011.

He is based in Longmont, Colorado, and is an enthusiastic (and slow) road, mountain bike and cyclocross rider.

sfrothingham@bicycleretailer.com
/twitter.com/#!/stevefroth

All articles by Steve Frothingham

Trump brings Mexico and Canada into his trade war: What will that mean to the bike industry?

February 3, 2025
Getty image. Don't laugh.

WASHINGTON (BRAIN) — The specialty market has been moving out of China rapidly, but the U.S. still imports lots of e-bikes and juvenile bikes from China, and relies on components for bike assembly in other nations. Canada and Mexico don't export many bike products to the U.S., but new tariffs — and retaliatory tariffs — could be burdensome to some.

Posted in Industry News

A red herring? Low-cost labor is important to bike makers, but not the deciding factor

February 3, 2025
Automation, proximity to component makers and factory efficiency are larger factors that hourly wages.
Guerrilla Gravity offered a highly automated carbon frame process.

BOULDER, Colo. (BRAIN) — The difference between labor costs in Asia and the U.S., while stark, are actually manageable, industry sources tell BRAIN. It turns out that other factors weigh heavier when brands decide where to make or assemble their bikes.

Posted in Opinion/Analysis

Rize brings NÜDL and Sprokut brands to the IBD

January 28, 2025

Editor's note: A version of this article ran in the January issue of Bicycle Retailer & Industry News.

Posted in Product/Tech

Rotor founders launch new component brand with carbon cranks

January 23, 2025
QO is partnering with Taiwan carbon manufacturer YMA on the new line.
The QO Grava crankset

KORTRIJK, Belgium (BRAIN) — Pablo Carrasco and Ignacio Estelles, the co-founders of the Rotor Bike Components, launched a new component brand called QO at the Velofollies bike show in Belgium last week. 

Posted in International

Pierer consolidates its global e-bike businesses

January 22, 2025
UPDATES that Stefan Pierer is stepping down as CEO.

MURRIETA, Calif. (BRAIN) — Pierer New Mobility GmbH — the e-bike business unit of Pierer Mobility AG — says it will consolidate its functions to headquarters in Munderfing, Austria, and Murrieta, California, and phase out its operations in South Africa, Germany, and the United Kingdom.

Posted in International

Pedego store owners get access to third-party e-bike brands

January 22, 2025

FOUNTAIN VALLEY, Calif. (BRAIN) — One of the first moves by Pedego’s new CEO, Larry Pizzi, will be to set up a program allowing Pedego dealers to access other brands of e-bikes for the first time.

Posted in Industry News

A store owner's wild week in the LA fires: 'There's no evacuating. We're here.'

January 11, 2025
A workstand in the ruins on Thursday. Steve Salinas photo.

ALTADENA, Calif. (BRAIN) — Retailer Steve Salinas spent much of this week in the midst of the Eaton fire, notching some victories and some defeats. The rebuilding is still to come.

Posted in Retail News

What new tariffs could mean to the bike industry

December 18, 2024
Getty image.

A version of this article ran in the December issue of Bicycle Retailer & Industry News. This version has been updated with additional comments from Arnold Kamler.

Posted in Opinion/Analysis

The Pro's Closet re-opening with new owner and familiar managers

November 4, 2024

DENVER (BRAIN) — Used gear retailer The Pro’s Closet is re-opening immediately under new ownership and some familiar management.

Posted in Retail News

Yamaha ending US e-bike sales

November 2, 2024

CYPRESS, Calif. (BRAIN) — Yamaha will stop wholesaling e-bikes in the U.S. market at the end of the year, the company told BRAIN on Friday. But the brand said it will offer dealers and consumers service and parts for "years to come."

Posted in Industry News

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