Product management is more than just a profession—it’s an art of balancing strategy, creativity, and execution. With the WTB Makers Collective Blog series, we believe in amplifying the voices of those who build, iterate, and innovate daily. This blog series spotlights cycling industry product managers from around the world, sharing their unique perspectives, challenges, and triumphs as they navigate the ever-evolving landscape.
The Detail-Oriented Force Behind the Ride
For Amy Nelson, product development isn’t just about specs—it’s about understanding how riders truly experience their bikes. As a Product Manager at Santa Cruz Bicycles, Amy is the kind of behind-the-scenes expert who ensures the details are right, the experience is dialed, and the ride just feels good. And her path to this role? It’s one rooted in passion, hustle, and a whole lot of grit.
From North Dakota to the Bike Industry
Amy’s story starts in Mandan, North Dakota, just across the river from the state capital of Bismarck. It wasn’t until college that she got hooked on riding—thanks to a Specialized Rockhopper and a few enthusiastic shop employees who took her out for her first mountain bike ride.
“I was just hooked,” she says. “Mountain biking, road riding—whatever it was, I couldn’t get enough.”
That early obsession led her to chase a job in the bike industry. After a fateful demo ride and a connection with a Specialized sales rep, Amy landed a role as a Specialized demo coordinator in 2008. She spent the next eight years at Specialized, eventually moving into product marketing, where she helped bring the women’s market into the product development process.
Finding Her Groove at Santa Cruz Bikes
After a brief stint at Fox Racing Shox in the Power Sports division, Amy joined Santa Cruz Bicycles in 2017 as an Assistant Product Manager. Today, she’s a key player on the product team—managing BOMs (bills of materials), part specs, crank lengths, dropper posts, and all the tiny details that often go unnoticed but make all the difference.
“I love the nitty gritty,” she says. “It’s not for everyone, but I think it’s one of my strengths—and I’ve really grown technically in this role.”
One project she’s especially proud of? The House Grip, which she helped bring to life from concept to production.
Why Santa Cruz Bikes?
When asked what sets Santa Cruz apart, Amy doesn’t hesitate:
“It’s the people who care about the ride. From suspension tuning to serviceability, we don’t just make things that look good—we make things that ride better and last longer.”
She highlights the brand’s emphasis on ride quality and long-term service support, pointing out that thoughtful design and after-sale support are just as critical as innovation.
WTB Favorites
Amy’s go-to components from WTB?
• Solano Saddle – “I freaking love it. It’s short, comfortable, and lets me move around easily.”
• Vulpine 45 Tires – “They’ve been amazing on my Stigmata. I’ve been running them non-stop.”
Life Outside the Shop
When she’s not obsessing over crank lengths or testing new gear, Amy is out camping in the van with her husband and daughter—usually with bikes in tow. Her daughter even has her own ant farm, proving the family’s adventurous spirit is alive and well.
A Grateful Perspective
“I feel really fortunate to work in the bike industry. It’s not just a job—it’s a lifestyle. I’ve had some of the most incredible experiences and met amazing people because of bikes.”
From her first shop ride in North Dakota to managing specs at one of the most respected bike companies in the world, Amy Nelson is proof that attention to detail can lead to big things—especially when it’s fueled by passion.
Amy, her husband Kurt and their daughter Nora.