Brand Spotlight: Swift Industries
- kelly jorgensen
- 3 days ago
- 6 min read
A Look Behind The Scenes At Swift Industries With An Interview With The Woman That Started It All
With Women-Led Wednesday coming up this week, I wanted to spotlight a rad brand out of Seattle called Swift Industries. I've always thought they made some super cool bike bags and it's been fun getting to know more about the brand but even better, getting to know the person behind the brand that started it and keeps things running today. Read along as we get some questions answered by Martina Brimmer, the owner and founder.
What is Swift Industries?
Swift Industries is a bicycle bag brand out of Seattle, WA. We set out to make outstanding bicycle bags for uses from bikepacking all the way to grocery runs, and we're here changing the face of cycling culture as a woman-owned brand.
How did it start?
Back in 2008, we started sewing panniers and handlebar bags in our basement. The early days had their own kind of magic, not too different from stories like Yvonn Chouinard's tin-shed where he forged his own protection--we were simply obsessed with bikes and backcountry travel, and so we started making gear to scratch our own itch.
How long has Swift Industries been around?
For over seventeen years now! Not a day goes by when I don't get tripped out by that. To be frank, I didn't know that I was embarking on a career when we started sewing bags. In my 25 year old brain it was a fun hold-over until it was time to start adulting for real.
Who are the people behind the brand?
I started and own the company with my partner, Jason Goodman. He was embedded in the team and we grew the company together for over a decade, but Jason's true calling is guiding and experiential education so that's where he earns his daily bread these days. Today, I run the company with Kelly Andersen, a total baddy! She works her magic with operations logistics, product sourcing and financial management, and I cut loose on brand, sales, marketing and product development.
If you had to pick one bike to ride for the rest of your life, what are you choosing?
Noooooo! Don't ask me to do that! LOL. I guess I would choose my Crust Dreamer. It's a steel bike so it will last through the ages, the geo is super nimble and so much fun, I can pop wider nobbies on it or throw fenders on in the winter (pretty essential in Seattle). I built it up with dynamo hubs, so my light system is powered when I pedal which is so clutch for bikepacking trips where I don't have access to charging lights along the way. I'd really miss my MTB tho (sad face).
What are some other things besides bikes that you're passionate about?
My biggest joy is my community and social group. We play hard outside together and come together over drawn out, beautiful meals. The more people we have around our table, the happier I am! I picked up snowboarding after a 22 year hiatus and it has rounded out my year perfectly! Bike stoke then snow stoke, then repeat!
Are there any challenges that come with being a woman run brand in the bike industry? And how has that changed over the years at all?
I have come to understand that I have to work exponentially harder to convince the market of my expertise and the intelligence behind my products than my male peers need to. It's culturally ingrained, which I understand, but it makes me so angry. Broadly speaking I don't think we've been taught that competition (traditionally masculine) and nurturing (traditionally feminine) can exist at the same time. The generation of business leaders ahead of me has an especially hard time with this, and falsely see people's gentle and nurturing side as a liability in business (in both men and women, frankly). But my generation of industry peers is mostly pushing for real culture change. It's happening! Albeit slowly. I just want an even playing field, that's all.
What advice would you give to other women just starting a company in an industry typically dominated by men?
Collaborate with women in business, and dig deep with them to develop and brainstorm. Let them be your charging station for all the times you'll be the only woman in a room of male bankers, buyers or executives who have real power over the success of your company. If you're a person of color, and/or queer, find or build peer groups that make you feel at home. Spaces where we can be ourselves let us tap into our true intelligence or genius, undistracted by the pressures of performing under systemic bias.
What has been the best part about running Swift Industries? What would you say has been the most challenging?
The high note: I've gotten to ride bikes all over the world because of Swift. The friendships I've come away with are absolutely amazing. The low note: running and scaling an indy brand can feel like a rollercoaster every day. I compare Swift to a small sailboat in the open ocean, we feel every wave and every swell. Large companies operate like ocean freightliners, they're less likely to toss and turn. It can be really tough not to throw in the towel.
What sets apart a Swift Industries bag from other brands?
The main thing is that we're a holistic bike bag brand, not exclusively a bikepacking brand. I think this is important for a few compelling reasons. Contrary to first impressions, daily commuters put their gear through the wringer way harder than the average bikepacker does. Over 60% of our customers bikepack and recreate with their Swift gear AND use our bags at least once a week to commute. The average use days of our products are really high, and our quality stands out in the crowd.
Next, I'd say that we are unconventionally deliberate and conscientious about where and how we source our products, and we're more committed to products that last than selling shoddily made stuff that will end up in the landfill and needs to be replaced quickly. Sadly, that still makes us profoundly different from many brands on the market.
Last thing for now: Swift is the home of the longest running global bikepacking event on the books. It's aptly called...wait for it...Swift Campout, and everyone reading this needs to block their calendar for a self-supported bikepacking trip on June 20th, 2026. Registration will open in early May for this year's adventure. People all over the world commit to going bike camping in their local area. It's super inspiring and has become a sort of cult holiday!
What is your most memorable bike adventure?
Hands down it's The Big Lonely route in Eastern Oregon. It checked every box for me! Stunning views, challenging terrain interspersed by occasional re-supply points, and stunning dark skies that revealed millions of stars. The section from Paulina Lake into Bend had me hollering for joy!
Dogs or cats?
BOTH! Without question. I'm an animal person through and through.
Weirdest thing you've put in a bike bag that you've brought on a ride?
Hmmmmm. I don't think it's weird but it's definitely EXTRA: I never go bikepacking without a travel drawing kit and also binos. Oh, and I love my Helinox camp chair and camp pillow if I can muster the space :)
What can you tell us about Women-Led Wednesday?
Women Led Wednesday is an exceptional initiative that the ladies from Wild Rye started a few years back. The day is a direct call for outdoor enthusiasts of all backgrounds to prioritize purchasing from companies founded by women during the clusterf*ck that is BFCM. We want it to be the most lucrative day of the year for women owned companies and it's the most impactful way to vote with your dollars! The business statistics are still grim: female entrepreneurs are awarded a fraction of the amount of venture capital that companies run by men are awarded--and it's wildly disproportionate to the percent of male to female business owners. I could go on for hours about the headwinds me and my female peers experience, but I have a company to go and run! :) Just know this from behind the scenes: Women Led Wednesday is mission critical to our cause, and drives incredible impact for all of the companies involved!
Anything else you would like people to know about you or Swift Industries?
I have an ask, if that's alright? Hopefully our story is inspiring and you're excited to spread the word about Swift Industries and Women Led Wednesday! Tell 3 people about our company, and if you're into it, pick up a Swift bicycle bag or cycling cap today to help make this a huge day for us! You power us!
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