eComFuel Why Burning Down and Rebuilding Their Business Helped Swift Industries Win
May 30, 2025
Martina Brimmer, co-founder of Swift Industries, shares her journey of rebuilding the bikepacking brand after a pandemic-induced downturn. She discusses the bold decision to downsize her team and rethink operations, reigniting her creative passion. The conversation highlights the transition to international manufacturing, balancing quality with scalability, and the invaluable role of community events like Swift Campout in driving growth. Martina also offers insights on leadership and accountability in navigating the complexities of a lean operation.
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Burning Down Business to Rebuild
- Martina Brimmer faced a post-COVID contraction with overstaffing and complex systems.
- She laid off most of the team, cutting down to two people, and streamlined operations successfully.
Strong Foundations Ease Downsizing
- Foundational systems and processes created by a larger team enabled smooth downsizing.
- Robust foundations made the transition to a smaller, two-person team relatively harmonious.
Streamline Sales with Distributors
- Use distributor partners to replace internal sales teams and streamline sales.
- This switch cut a four-person sales force down to one contact, maintaining margins and reach.