Growth Marketing & Business Transformation

We joined up with The Pro’s Closet in spring 2018 after a $10M Series A round. TPC’s business until that point had been biased nearly 90% towards their eBay marketplace. We made the case to pivot to an owned-channel DTC model to supplant eBay in order to find significant savings in eBay’s increasingly costly fee structure, and to own the customer data. With fresh investment, a new website was built and aggressive top-of-funnel marketing campaigns began across OTT, TV (during the Tour de France), YouTube, endemic PR, and print media. Traffic to TPC’s website more than tripled, ASPs increased 35%, and blended product margins increased 12%. With the addition of product categories, selling new parts, accessories, and apparel, customer acquisition jumped 35% from 2019 to 2020, while customer retention (repeat buyer rates) increased from less than 10% at the end of 2018 to 27% in 2020. Between 2020 and 2021, TPC raised over $50M in additional funding series and became the world’s largest bike brand in secondary markets.