What do you do when someone tells you you’re fighting a losing battle? That your so-called market does not exist? Jennifer Hannon heard countless warnings like these when starting cycling apparel brand, Machines For Freedom, however the passionate following they’ve developed in just one short year is proving otherwise.

This session will discuss how to identify these underserved markets and how to tap into them, especially when you're a one-woman band up against big box stores and brands. Learn how ignoring industry hype and focusing on your observations within a niche community can produce big results.