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Brett Sullivan is the VP of Merchandising at Backcountry and Competitive Cyclist, the largest cycling e-commerce business in the US.
Brett started as a mechanic in their bike shop 14 years ago. We talk about what really drives demand today and why customers from paid ads are fragile. He explains how their Gearhead service turns first-time buyers into loyal ones, how they came through the post-COVID drop-off, and how the Amazon effect has changed what customers expect. We also discuss how he sees brands trying to break into the US, and what exactly what he looks for.
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