Swim Against The Tide

In this latest Tour de France special episode of the podcast we meet Yanto Barker, the CEO of Le Col, the uber cool cycling apparel brand. 

The former professional cyclist shares his journey from early cycling experiences to establishing a successful cycling clothing range. He discusses the challenges he faced in both cycling and business, emphasising the importance of fearlessness, resilience, and the ability to adapt. 

Yanto highlights the core values of Le Col, focusing on inclusivity, creating a positive work environment and delegating. He also reflects on the balance between confidence and paranoia in entrepreneurship, drawing parallels between cycling and business dynamics. 

He shares insights on the growth of his brand, La Col, and the strategies for global expansion while explaining the need for clarity and coherence in communication.

Yanto reflects on his journey, the challenges faced, and the lessons learned along the way, highlighting the importance of resilience and adaptability in entrepreneurship.

The SATT Team :) 

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What is Swim Against The Tide?

The idea behind Swim Against The Tide podcast is to meet founders and leaders of businesses who have launched and operate in competitive markets, taking the bigger, more established players head on. It is about exploring what drove them, how their brand stood out, what they had to do to win and what lessons they have learned that they can share with the listeners to hopefully inspire them to take their own journey.

The show is presented by Steve Henry, Co-Founder of the specialist marketing group Audience Collective. Steve has enjoyed a 30-year career in advertising helping 100s of brands win and grow. He is passionate about telling these stories and sharing their journeys, both good and bad, to help the next generation learn and encourage them to one day start their own challenger brand.

If you would like to be a guest on the podcast, please email satt@thisisaudience.com and we will be in touch.