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Weeks after acquiring the bicycle retailer Competitive Cyclist, the parent company of has announced plans to rename its flagship professional cycling team as the squad heads into its second season.

2011 Cascade Cycling Classic. Photos by Brian Hodes
Francisco Mancebo Mancebo ( on his way for victory at Cascade. Photo: Brian Hodes |
“It’s all in the family,” said Dustin Robertson, Chief Marketing Officer of, Inc. owners of and now, Competitive Cyclist. “The same people who built the program will carry it forward. There’ll be no huge overhaul on the back-end. It’s more like a makeover.”

“Our goal is to do what’s best for our business, the team, our customers, and cycling in general,” said Robertson. “Competitive Cyclist has been the number one online retailer of high-end bikes for 10 years. Putting that name on the pro team will increase support for the team and raise awareness of Competitive Cyclist. And the more successfully we engage fans and customers, the better it is for the industry and the sport as a whole.”

The team will be run by Competitive Cyclist CEO-turned general manager of’s Bike Division, Brendan Quirk. In his new role, Quirk will be the Back Country’s “master of all things bike,” meaning that he will be in charge of operations, merchandising and marketing for Competitive Cyclist,, and the company’s other bike stores:,

“The title sponsor relationship with the Pro Cycling team has been an extremely positive experience,” said Quirk. “We are 100 percent committed to this team. We’re excited to build on this past year and execute at a higher level with our partners in 2012, now under the Competitive Cyclist banner.”

The team will continue to operate under name until the 2012 season begins.