Backbone Media, which specializes in providing public relations and other services to active lifestyle brands, has added staff to its offices in Carbondale and Denver, Colo.

Janelle Huelsman joins Backbone’s Carbondale headquarters as the Associate PR Director. In her new role, she will help support a portfolio of more than 40 active lifestyle clients, providing strategic media relations counsel, building client relationships and mentoring team members. Huelsman has more than six years of account management and public relations experience. Prior to joining Backbone, she represented several national consumer brands and destinations at Fahlgren Mortine. She is an alumna of Ohio University’s E.W. Scripps School of Journalism.

As a PR account manager, Thacher Stone will support media relations and PR efforts for Yeti Coolers, among other brands. Stone was most recently the online editor of Freeskier magazine, where he oversaw all projects related to the publication’s website and managed digital content and editorial. He is a University of Colorado at Boulder graduate and will work in the agency’s Denver office.

“We continue to be excited about the caliber of talent joining our team,” said Ian Anderson, Backbone Media partner and PR director. “Janelle’s account management expertise and Thacher’s real world journalism and digital media experience have already proved invaluable as we continue to improve our services and grow the agency.”

Backbone Media targets, engages and inspires the active lifestyle market through public relations, social media, content creation and media planning and buying. For over 18 years, Backbone has worked with leading outdoor gear, apparel, technology, food and beverage brands, as well as tourism destinations around the world. Backbone has offices in Carbondale and Denver and Jackson, Wyo.