Backcountry continued its pivot toward cycling last week when it named former Scott USA director of marketing Adrian Montgomery as director of brand marketing.


Montgomery will coordinate and manage’s internal and external brand communications strategy and provide public relations direction when he joins the company July 11. His responsibilities will include working with the marketing team on athlete relations, campaign development, and brand messaging across all the company’s outdoor and cycling business channels, which The B.O.S.S. Report estimates generated $350 million in retail sales last year.


“The growth potential for the bicycle business at Backcountry and Competitive Cyclist are tremendous and I’m really excited to implement marketing strategies targeted for e-commerce,” said Montgomery. “The bike consumer has an appetite for a rich online shopping experience to research and compare products, however most brands cannot capture the sale. The capabilities Backcountry possesses for delivering a finished bicycle product at the consumer’s doorstep, ready to ride, is powerful.”


Though best known for being the largest Internet-only retailer of premium outdoor brands, began selling bicycles in 2008 when it launched the site It has since launched, acquired and consolidated multiple online cycling stores as its refined its model. Last year the company began selling bikes at and folded the mountain biking site into, a road biking retailer which it acquired in 2011. In December, 2012, it promoted Founder Brendan Quirk to executive vice president of customer service for all seven of Backcountry’s outdoor and cycling specialty stores.
“We’re delighted to have Adrian join our team,” said Scott Ballantyne, chief marketing officer for Backcountry, which is part of the ecommerce division at Liberty Interactive Group. “The bicycle business is a major part of our growth strategy and I’m confident that he can help us realize our goals.”