The Freshly Minted: Suzette Ayotte on Building a Purpose-Driven Brand

In this episode, we sit down with Suzette Ayotte, founder and owner of MINT socks, to talk about her evolution in the cycling industry and what inspired her to launch her own brand. After decades as an inside sales rep, marketing director, and PR firm owner, Suzette now designs and delivers premium Italian-made socks to shops across the country.

She shares why personal connections with retailers matter and how she brings purpose to every part of her business. It’s a conversation about reinvention, resilience, and making every phone call count.

The NBDA has been here since 1946, representing and empowering specialty bicycle dealers in the United States through education, communications, research, advocacy, member discount programs, and promotional opportunities. As shops are facing never-before-seen circumstances, these resources offer a lifeline. Together, we will weather this. We at the NBDA will not waver in our commitment to serving our members even during this challenging time—but we need your support.

Now is the time to become a member as we join together to make one another stronger. Whether you’re a retailer or an industry partner, your membership in the NBDA is one of the best investments you’ll make this year. 

Learn more about the benefits of being a member and join now.