Hidden Gems: Meet Russ Willacker of Switzerland Trail Bikepacking Supply

Today we’d like to introduce you to Russ Willacker.

Hi Russ, so excited to have you with us today. What can you tell us about your story?
I got my start in the bike industry working for a test lab, testing bike parts. The more I rubbed elbows with people working on the same things I was passionate about, the more I knew I had to be a part of this long-term. I dabbled in many different types of bikes and bike riding until I finally found bike packing. From the first trip — filled with all the challenges the mountain notoriously throws at you — I was utterly hooked.

Along the way, I also learned to build bike wheels working for a period of time with Velocity USA, in Michigan. As a mechanical engineer by education, I was fascinated by how the bike wheel went together, and all the intricacies of what is happening within such a simple and yet complex piece of equipment. I met and worked with my mentor Bill Mould on a host of different engineering research projects, all involving the bicycle wheel.

Fast forward to the fall of 2022; I had been building bike wheels for friends and acquaintances for years. I also recognized that my bike-packing bin was overflowing, but very few of the items inside came from the same place. I had frame bags, water filters, a foldable stove, tiny Nalgenes for transporting things, and several DIY solutions — all of which came from a variety of sources. I decided at that moment that I could bring my wheel building to the forefront, as well as be a single-point resource to provide all of the pieces of gear in a single place that took me several years to find and acquire.

Bikepacking requires a constant state of learning — using trips to define what works and what doesn’t, researching equipment through reviews of prominent professional bike packers, and never having the time to learn who those people are! It was clear to me that all of this insider knowledge could create an intimidatingly high barrier to entry, and I wanted to use what I knew to make the sport more approachable.

While riding the Switzerland Trail in the foothills outside of Boulder, a phenomenal place to cut your teeth on basic backpacking adventures, the name was born, Switzerland Trail Bikepacking Supply.

Alright, so let’s dig a little deeper into the story – has it been an easy path overall, and if not, what were the challenges you’ve had to overcome?
I am now approaching the end of my first year in business. Business itself has ebbed and flowed, but that turned out to be a minor struggle, in the grand scheme of it all. The true challenge for me was stepping outside of my comfort zone, being vulnerable with people about my idea, and facing that they may not get it, or approve of it, or think it was a good idea. Your friends and family will typically be quick to root you on. But what about the average consumer? The bike industry and the companies I wanted to work with?

I received positive feedback at nearly every corner I turned over this last year, from the companies I’ve chosen to work with, to the customers who picked up on the deep fascination and excitement I have for backpacking and bike wheels. Each one of those interactions is a positive reinforcement that I’m headed down the right path, and I’m learning to not let those who don’t get the concept derail the dream. It’s been a lesson in believing in myself and trusting that the joy I experience in this will carry me to great success.

Appreciate you sharing that. What should we know about Switzerland Trail Bikepacking Supply?
Switzerland Trail Bikepacking Supply is an online-based bike packing gear store, as well as a custom wheel-building shop. My target market is the cyclist who’s read or heard about bikepacking, has thought about bikepacking, and is now interested in getting out the door and giving it a try.

There are tons of bike shops out there. I don’t sell any bikes. I focus exclusively on the gear for bike packing. I have spent hours and hours reading reviews on bikepacking.com, and forming my own opinions and experiences during trips, gathering data about what works and what doesn’t. The thing that sets me apart? You’ll hear me often encourage you not to buy something from me. I’m a firm believer that chances are good that you already have much of what you need to get out the door for that first time. When you return from your first trip, you’ll know what worked and what didn’t, and my goal is to be the one you call to improve upon what didn’t work.

Bikepacking takes on so many different forms; some race long distances, some embrace the “Camp-and-go-slow” philosophy. Some use the time to be alone, others a time to bond with friends. Bikepacking invites you to blend other interests; camping, fishing photography, exploring, and some have even mixed in pack rafting. You get to wake up and do nothing else that day, besides ride your bike from dawn till dusk, or whatever variation of that you want. It’s the essence of freedom.

My other service, building bike wheels, is often described as an art. I love to talk with my customers about the type of riding they do, the bikes they ride, their style and color choices, and put together the perfect build to suit them and their bikes. I love to share all I’ve learned about the science of bike wheels over the years and test my knowledge with new and unique repair situations.

The crisis has affected us all in different ways. How has it affected you and any important lessons or epiphanies you can share with us?
Definitely. The bike industry experienced a massive boom from the pandemic. People re-imagined their relationship with the outdoors and prioritized taking back their own time and interests, putting them first in life. I think this is a culture shift that will remain with a whole generation and beyond. The formation of the Switzerland Trail came out of this very same sentiment.

Bikepacking was experiencing a boom of its own (to be clear, bike packing is not new; ‘touring’ is a form of it and has been around for decades) before the pandemic began. When we were encouraged to take space from crowds and access increasingly remote locations, interest in bike packing grew even beyond that. I can only hope that the bike-related experiences people tried on for size during the pandemic left a lasting impression on those new to the sport.

Contact Info:

• Website: www.switzerlandtrail.com
• Instagram: @switzerlandtrail
• Other: https://www.switzerlandtrail.com/inspiration (introspective takes on personal bikepacking trips)