Competitive Cyclist Named Official E-Commerce Partner of L39ION of Los Angeles

October 29, 2021

Online retailer’s e-commerce platform to boost cycling team’s brand and reach

PARK CITY, Utah (Oct. 29, 2021) /ENDURANCE SPORTSWIRE/ – Competitive Cyclist, the premier online retailer for premium cycling gear and apparel, and L39ION of Los Angeles, a trailblazing professional cycling team devoted to progressing the sport through representation and inclusion, have teamed up for a multi-year partnership. The partnership announcement precedes a new race series, Into the Lion’s Den, that L39ION of Los Angeles will be piloting this upcoming weekend in collaboration with SRAM.

As the official e-commerce partner, Competitive Cyclist brings 22 years of retail experience along with its unrivaled customer service team of Gearheads, the company’s cycling experts and gear enthusiasts. The online retailer will leverage its digital expertise to support L39ION of Los Angeles’ e-commerce retail shop, which will be hosted by competitivecyclist.com. A first-of-its-kind venture by a cycling team, L39ION of Los Angeles’ shop will include its own branded apparel, as well as products from the team’s sponsors, including DT SWISS, SRAM, Medterra, Specialized and Rapha. Additionally, the site will serve as a community hub where fans and cyclists alike can chat about the sport, ask technical questions to be answered by Gearheads, and read content published by the cycling team.

“L39ION of Los Angeles is doing incredible things to advance the sport of cycling by promoting diversity and inclusion in the sport, and we are proud to support them as the official e-commerce partner,” says Melanie Cox, CEO of Backcountry (parent company to Competitive Cyclist). “We are confident that Competitive Cyclist will enable a holistic environment that shines a bright light on the power of L39ION of Los Angeles and enable them to reach new supporters and achieve its vision to grow the sport of cycling.”

The partnership with Competitive Cyclist is L39ION of LA’s first official e-commerce partnership, giving its growing fan base access to an industry leading customer service team of Gearheads and, the best selection of bike gear and apparel. The partnership will also help fund L39ION of Los Angeles’ mission to redefine the sport of cycling by making it more accessible to new riders and marginalized communities who have traditionally been underrepresented in the sport. The professional cycling team, backed by its team of sponsors, will continue to evolve the sport through race series innovation, recruitment diversification, and social equality.

“Partnering with Competitive Cyclist was a natural move for our team as we look to making cycling more accessible to people of all backgrounds and classes,” says Justin Williams, founder of L39ION of Los Angeles. “The retailer’s well-established e-commerce platform and decades of experience will help expose our brand to new consumers and provide them access to the sport no matter where they live. We look forward to working in harmony toward a mutual goal of evolving the sport of cycling in America.”

The partnership will begin on October 30, as L39ION of Los Angeles kicks off its new, independently organized race series in Sacramento, California, with SRAM. It will be the first race of the visionary series with an end goal of facilitating regional ‘hometown’ teams to be part of a larger criterium racing league. Competitive Cyclist will be one of four presenting sponsors at the race, which will make history by offering the largest cycling purse prize in North America of $100,000, which will be split evenly between the women’s and men’s pro fields.


About Competitive Cyclist

Competitive Cyclist is an online specialty retailer of road and mountain bikes, components, apparel and accessories. It delivers the personalized service of the local bike shops through our industry leading customer service team known as our Gearheads. With rider-written descriptions, detailed photos, expert customer service, and built-to-spec ready-to-ride bike delivery service, Competitive Cyclist is all about riders, their bikes and their next best ride www.competitivecyclist.com.

About L39ION of LA
Founded in 2019, L39ION of LA was created to advance the sport of cycling, eliminate boundaries, and promote diversity, representation, and inclusion. The team is devoted to using its platform to give back to the younger generations and showcase criterium racing in a way where athletes can make a good living competing at home in the US.


Katie Hostetler


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