▶This cover story for a trade magazine was the outgrowth of a stillborn book project that told the story of Cannondale, a high-end bicycle manufacturer that had seen significant highs and lows since its founding in the early 1970s. I was one of three authors, as well as lead editor of the project.
At the time of writing, Cannondale was at the pinnacle of success, but a risky strategy – which ultimately failed – to enter the motorcycle market brought the company back to earth, eventually resulting in its takeover by an investment group. This tumult unfolded as the book was headed to press, and led to Cannondale withdrawing support for the project. Click to download the PDF.