Lessons About Cycling, Creativity and Finding Momentum

What Moves Us Outside Moves Us Forward

At Swanson Russell, the time we spend outdoors isn’t just a break from work — it’s what drives us to do better work. From early-morning hunts to weekend hikes, our passions outside the office shape how we think, create and solve problems inside it. It’s more than a lifestyle — it’s fuel for what makes us the Nation’s Leading Agency for Brands That Work and Play Outdoors.

There’s no better proof than the individuals who inspire our Outdoor Passion Profile series. In our latest feature, we meet Senior Art Director Chip Hisle — a mountain bike racer rediscovering his competitive edge. After years away from the sport, Chip is back in the saddle, logging long miles and chasing new finish lines. Along the way, he’s found more than just endurance. He’s tapped into a creative rhythm that rides alongside the physical effort — where ideas click into gear one mile at a time. 

Swanson Russell: How did you first get into cycling?

Chip Hisle: I grew up in Michigan as a competitive skier. I skied through college, then took a break for a while until some old buddies invited me to join a ski beer league. That’s where I first heard them talking about mountain biking. One of them had a spare bike and encouraged me to try it out. I did — and after one ride, I was hooked.

The very next day, I was all in. I went out and bought an expensive bike I definitely couldn’t afford. Two weeks later, I was lining up for my first race. If I remember right, my friend won, and I finished dead last — but I loved it. I was completely out of shape and quickly realized that bike racing takes real training which made it even more of a challenge. I started riding a lot more, and a few years later, I finally made a podium. But the thrill wasn’t about winning — it was the realization that I had found my people. 

SR: What kind of cycling have you done more recently?

CH: When I moved to Boulder, I found another group of people who rode bikes — most of us competed at some level. Over time, life and work got busy, and while we stopped racing, we kept riding for fun. We had group rides every Thursday night, heading up into the mountains. We called it “Dirt Church” because it just felt good for the soul. Some nights there were four of us, other nights 24 — you never knew what to expect. But the bigger the group, the more intense the ride. 

SR: Tell us a little bit about your outdoor creative career.

CH: I’ve always had a strong interest in outdoor recreation — that’s where my passions have always lived. Early in my career, I worked at several agencies that represented ski resorts like Breckenridge, Crested Butte and Aspen. I also had opportunities to work with bike companies. With my background in skiing and cycling, I brought inspiration and insights others didn’t have — which helped me connect more deeply with the audience. I’ve always looked for ways to blend my passion for design with the other things I love in life.

When it comes to creative work, I especially enjoy finding the core concept at the heart of a project. Whether you’re a designer, a writer or an art director, there’s always a driving idea behind the work — and that’s what I really get into. The design and execution are the icing on the cake but cracking the nut and getting to that key insight or solving the challenge — that’s the part I love most.

SR: Tell us about the work you do now for outdoor brands.

CH: A lot of the brands I’ve worked on at Swanson Russell have been hunting-focused. Even though it falls under the outdoor recreation umbrella — and I grew up around hunting culture in Michigan — it’s been a refreshing challenge and a change of pace. I don’t have as much personal experience with hunting, but I can dive in, learn everything I can and actually use that outside perspective as an asset. I’m not bringing any preconceived notions which helps me see things differently.

One of the things I enjoy most is discovering how similar outdoor enthusiasts really are. Whether it’s bike riders, skiers or hunters, they all bring the same level of passion to their pursuits. They obsess over their gear, they prepare and practice and they just love being out there doing what they love. 

SR: Does cycling impact your work as a creative?

CH: Absolutely. A lot of creatives I’ve worked with have their go-to methods when they need to think through a project — some pace the halls, dictating into their phones because they can’t sit still. Movement helps them get into that creative zone. I’ve always been the same way — I get my best ideas on the bike. Whenever I’m stuck or frustrated, I go for a ride, and that’s where most of my breakthroughs happen. There’s something about the physical effort that opens things up mentally. It usually happens on my road bike, where I can keep a steady pace and zone out. I’ve had rides where I barely remember the route because I was so deep in thought. That’s harder to do on a mountain bike. Your heart rate is spiking, and you have to stay alert — so it’s not quite the same headspace.

SR: What are the most challenging and rewarding parts of cycling?

CH: One of the biggest challenges is the training. You can’t just roll off the couch and expect to be good at competitive biking — it takes a lot of time and effort leading up to an event. Just staying motivated to keep at it, especially when you’re training alone, is tough. Then there’s the intensity of the event itself. I don’t think I’ve ever done a race where I didn’t think about quitting halfway through. It can get so brutal that you start asking yourself, “Am I even enjoying this?” But then you push past that hump, and eventually you feel fresh again. For me, I’m a slow engine — I always do better in the second half of an event. Once my body warms up and loosens up, I can increase the effort.

In the end, the most rewarding part is finishing — and staying competitive. I’ve never been the type to race just for the experience. I want to see how well I can do. I want to see if I can really compete. That’s what drives me. 

SR: Do you have any other special memories from your cycling career?

CH: One funny memory comes from my last race before moving from Michigan to Colorado. I was doing pretty well midway through and came through a feed zone where a teammate handed me a banana. I didn’t have any jersey pockets, so I stuck it in the back of my spandex pants. Then I hit a bump. The banana slipped down inside my shorts, and when I sat back down on the saddle — it made a mess. So there I was, still riding, trying to fish a banana peel out of my pants. Eventually, when the trail was clear, I had to pull off, strip down and clean it all up. My teammates caught up and saw what had happened. The next day, I woke up to find my bike covered in Chiquita banana stickers — and a new nickname: Banana Pants. It was all in good fun, and honestly, those memories of riding with good friends have always been one of the best parts of the experience.

SR: What advice would you give someone wanting to get into cycling?

CH: Just have fun with it. Go in knowing you’re not going to be very good at first. There’s a lot to learn, and you have to work hard to get better. That’s kind of a love-hate thing for me — I love riding, but I only really love it when I’m in shape to do it well. Getting back to that point each season is tough, but once you’re there again, it’s a blast. Don’t let yourself get discouraged too early — and definitely don’t let intimidation take the fun out of it.

When I lived in Boulder, we had those Thursday night “Dirt Church” rides. We’d ride hard until daylight ran out, then head to dinner and grab a few beers. There was always a small group up front pushing the pace, but the people having the most fun were usually in the back. They were just out there soaking it all in — enjoying the ride and each other’s company.

I think that’s important to remember. It’s not always about finishing first. Sometimes, it’s just about enjoying the ride and the people you share it with.