Connor Swegle is CMO of Priority Bicycles, a direct-to-consumer brand known for low maintenance, belt drive bikes that ship 95% assembled. He explains why Priority builds its top of funnel around "why wouldn't they buy" rather than market size, and shares the story behind its best ever ad, a rainy day puddle shoot that beat every paid campaign it has run. He also breaks down why the brand dropped a free lock offer for relevant accessory bundles, and why he ignores platform ROAS for on-site data. Listen to hear how a mature category keeps finding new ways to grow.