Lead Strategist Tobie Depauw Joins the Crew
We’ve got a new Cricketeer in the studio, and he brings a delightful mix of strategic thinking, creativity and… chickens. Seven of them, to be exact.
Meet Tobie Depauw, our new Lead Strategist.
Tobie’s career features some interesting turns, from running a bike shop to managing digital products and leading fundraising at a national non-profit. He’s an experienced problem solver who anticipates obstacles, generates ideas and helps people find their way so they can accomplish great things together. That’s right up our alley.
Most recently, helped PeopleForBikes launch a dynamic, engaging individual membership program, weaving together mission-driven storytelling and myriad tech integrations to create a smooth donor journey. His experience in digital products came from riding the startup rollercoaster with an app called Ride Spot, which was acquired by Trek Bicycles in 2022.
Bikes have been a through-line in Tobie's career, which he believes are an incredible vehicle for community and connection. Tobie started his career in bikes over 20 years ago when he was hired to run a bike shop (with zero experience). He worked his way into co-ownership and quadrupling the revenue over ten years by creating a destination bike shop through a curated inventory and experiential events, drawing riders and buyers from all over the country.
In a nutshell, Tobie knows how to figure things out. He’s been deep in for-profit and non-profit organizations. He knows digital and physical products. He knows people. And he knows how to tell a good story. Now he’s here at Cricket Design Works to help our clients understand the best way to move forward, why it matters and how to make it happen.
When he’s not strategizing, you can find Tobie on a bike or working in his garage/bindery/letterpress studio. He learned the craft of bookbinding from a grumpy old communist (his words), while living and working in San Jose, Costa Rica. In the last decade has restored multiple vintage printing presses, too.
Home life for Tobie brings its own charm. Nestled in what was formerly a one-room schoolhouse built in 1861, Tobie lives with his wife Anna, their three kids, Lily, Mason and Sage, and two dogs, Suzi and Oats.
Oh, and seven chickens; all named Chicken.
They live in the coop outside, to be clear.
One might not immediately see how all of the twists and turns in Tobie's career have made him a great fit for a small shop like ours, but to us, it’s clear as day. He's got the hustle mindset from his small business days; understands mission-driven organizations and advocacy; and knows the strategy and process of building successful products.
We're glad to have Tobie join our crew for the road ahead. And we love talking bikes, books and big ideas at the water cooler!
Welcome to the team, Tobie.
