Memphis, TN — February 2026 — Victory Bicycle Studio, the Memphis-based premium bicycle retailer and growing national e-commerce force, today announced the addition of two senior executives to its leadership team: Garret Becker and Griffin Tichenor. Both join Victory as full-time employees after several years of successful collaboration through Bike Exchange.
The move signals a major investment in Victory's next phase of growth, particularly its rapidly expanding e-commerce platform, following a record-breaking year in which the company achieved 64.58% year-over-year sales growth, significantly outperforming even its results during the COVID-era bike boom.
"We've sold millions of dollars in bikes together over the past three years," said Clark Butcher, Founder and Owner of Victory Bicycle Studio. "There was no need for a vibe check. Every time we get together—live or virtual—the room fills with ideas, stoke, and action. I already knew I wanted to invest heavily into Victory's e-commerce platform going into 2026, and when the opportunity came to bring this level of talent in-house, I moved fast."
Building on Proven Momentum
Victory began its intentional pivot toward online sales three years ago, recognizing a fundamental shift in how customers research and purchase bicycles. That transition has fueled sustained growth, expanded Victory's national reach, and supported the successful launch and operation of its Asheville, North Carolina location.
"Retail is changing—period," Butcher added. "If in-store traffic is slowing, it's because customers are buying elsewhere. They did not just stop riding. Garret and Griffin understand how buying a bike online should work. I opened Victory to show how buying a bike in a shop should feel. Together, we're bringing those two worlds together."
Executive Perspectives
Griffin Tichenor, who has worked closely with Victory for the past three years, will focus on scaling the company's digital infrastructure and omnichannel strategy.
"I've spent the last decade working across different corners of the bike industry, and in the three years I've worked with Clark, what's stood out most is his willingness to challenge convention and build creatively—even during one of the most difficult periods our industry has faced," said Tichenor. "Victory's growth through the post-COVID era is a testament to that mindset. I'm excited to help scale Victory's e-commerce platform into a nationally competitive operation that
reflects the strength of the brand and the expertise behind it."
On Victory's growth strategy, Tichenor added:
"Victory is at a unique inflection point. The brand has built strong regional credibility, and now the opportunity is to translate that into a best-in-class e-commerce experience—expanding product offerings, embracing omnichannel retail, and leveraging the latest e-commerce tools."
Garret Becker joins Victory with a focus on brand vision, storytelling, and inclusive growth.
"What drew me to Victory was the people, and the belief that authenticity matters most," said Becker. "Cycling has historically centered on a narrow performance audience, but there's a much broader group of riders who want to feel welcomed and represented. Traditional marketing no longer resonates—authenticity does. Victory is committed to meeting riders where they are, and that's what creates sustainable, long-term growth."
Looking Ahead
As part of the expansion, Becker and Tichenor will be spending regular time in Memphis, collaborating closely with the Victory team on a comprehensive website overhaul, new product launches, and continued operational growth. Both executives are already deeply familiar with Victory's culture and pace, having helped operate the company's Asheville location.
"This is about building something special—and building it the right way," Butcher said. "You combine Garret's polish and perspective with my stoke and urgency, and it's un-friggin-stoppable."
About Victory Bicycle Studio
Founded in 2010 by Clark Butcher, Victory Bicycle Studio began in 550 square feet with just $15,000 and a simple belief: buying a bike should be easier, more honest, and more personal.
What started as a small neighborhood shop in Memphis, Tennessee has grown into a nationally recognized premium bicycle retailer with locations in Memphis and Asheville, NC, and a rapidly expanding e-commerce platform serving riders across the United States.
Victory specializes in high-performance road, gravel, mountain, and triathlon bicycles and is known for its White Glove delivery service, deep product expertise, and community-first approach. Nearly 16 years later, Victory remains independently owned and committed to authentic storytelling, exceptional service, and helping more people ride better bikes—wherever they live.
