Backcountry, a specialty retailer known for its premium outdoor gear and apparel, has announced the acquisition of Velotech, a cycling retailer based in Portland, Oregon. Velotech operates several prominent online storefronts, including BikeTiresDirect, Western Bikeworks, and TriSports, and has built a strong reputation among cycling enthusiasts for its customer-first approach, competitive pricing, and same-day shipping.
This acquisition marks a strategic expansion for Backcountry into the fast-growing U.S. cycling market. Velotech’s deep expertise in road cycling gear and its commitment to serving a wide range of riders—from commuters and triathletes to cyclocross racers and mountain bikers—aligns well with Backcountry’s mission to support outdoor athletes with high-quality products and service. Velotech’s product catalog spans components, apparel, protection, and nutrition, offering a robust complement to Backcountry’s existing cycling and outdoor assortment.
Velotech’s headquarters and will-call showroom in Portland provide regional accessibility and a strong logistical foundation for nationwide delivery. The company also maintains meaningful ties to the local cycling community, serving as the title sponsor of the Portland Velo nonprofit cycling club and supporting various grassroots cycling events throughout the region.
Under the terms of the acquisition, Velotech will continue to operate its existing websites independently, preserving the brand identity and customer experience that have made it a trusted name in the cycling world. Over time, Backcountry and Velotech plan to explore collaborative opportunities in product assortment, rider education, content creation, and fulfillment operations. These efforts aim to enhance the customer experience and provide even more value to cyclists nationwide.
The acquisition reflects Backcountry’s broader strategy to grow its presence in niche outdoor markets by partnering with companies that share its passion for performance, community, and innovation. With Velotech now part of its portfolio, Backcountry is better positioned to serve the evolving needs of cyclists nationwide and to continue building a comprehensive ecosystem for outdoor enthusiasts of all kinds.
KEY QUOTES:
“Velotech’s cycling-first DNA and operational excellence make them a highly strategic addition to Backcountry. This partnership is rooted in brand independence and fueled by a shared ambition to better serve riders everywhere.”
Kevin Lenau, interim CEO of Backcountry
“We’re excited to join the Backcountry family. Backcountry’s scale and outdoor expertise will help us serve more riders than ever, while staying true to our roots.”
Jay Torborg, CEO of VeloTech
