For fifty years, Brompton has been the most iconic name in urban cycling. Engineered and made in London, beloved by city riders, and still unrivaled in how fast it folds and how good it feels to ride.
But in the U.S., where biking is still mostly recreational and folding bikes barely register, the brand faces a different challenge: how to scale a joy-filled, performance-driven mobility tool in a market that doesn’t know it needs it.
Juliet Scott-Croxford, President of the Americas, is modernizing everything around the fold—retail, product, e-commerce, community—while keeping the company’s elite dealer network close.
This is how a legacy brand retains its stature while accelerating growth—by evolving everything but the reason people love it. And why joy might be the most underrated climate signal of all.
