Start-up, Brand & Growth Marketing, Culture, & Go-to-Market Strategy

From 2003 through 2015 we had laser-like focus on the customer experience to drive the staggering growth and brand love of Competitive Cyclist, the preeminent online retailer for high end bicycles. Our approach to a curated selection and putting those brands on a pedestal while offering value to our riders through service, education, authority, expertise and guidance built loyalty from day 1. We bootstrapped every inch of the way until the business sold to Backcountry in 2011. The cash to fuel our growth was always a focal point, having to make the necessary compromises to ensure we could take the right steps for talent, culture, space, inventory, and systems. Along the way, our focus on team and customer never wavered, deploying disruptive initiatives like our custom bike calculator, nationwide demo program, and legendary customer service.