case study: detroit bikes

Detroit Bikes is a U.S.-made bicycle company based in Detroit, MI. Detroit Bikes’ mission is to make the bike owning experience as fun and enjoyable as possible for our customers for the lifecycle of their purchase. The company makes its signature bikes using high-quality American Chromoly steel at their 50,000 square-foot factory in Detroit.


goals & challenges 

Detroit Bikes retained Gunter & Co. to develop the communications strategy for the launch of its retail flagship in downtown Detroit.

how we helped 

  • Led communications workshop on-site at factory headquarters
  • Wrote situation analysis and conducted key stakeholder interviews to define and refine company mission, vision and values


  • Uncovered hidden brand insights that led to new market approaches
  • Identified strategic marketing opportunities for Detroit Bikes growth
I would recommend Claudia to business owners looking to develop strategy and increase profits through marketing. Because she listens, understands and creates solutions to complex problems. She worked with my team to develop a retail launch strategy for our new space in downtown Detroit, helping us refine our audiences and think strategically about how to achieve a large and complex task using marketing. Her keen listening skills, sharp attention to detail and strong presentation skills, helped us move forward.
— Zak Pashak, President & Founder, Detroit Bikes