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Utah online seller Bikewagon acquired by winter sports retailer L9

Published February 1, 2016

WOODS CROSS, Utah (BRAIN) — Online seller Bikewagon of North Salt Lake, Utah, has been acquired by winter sports retailer L9 Sports. 

L9 Sports sells skis, snowboards and winter sports gear through its online store and multiple brick-and-mortar stores along Utah’s Wasatch Front. During the next month, Bikewagon will move its warehouse, showroom and operations from North Salt Lake to L9 Sports’ nearby Woods Cross building. Bikewagon will begin selling bikes and cycling gear in L9’s brick and mortars this spring.

The management team of Bikewagon, led by co-founder and CEO Dale Majors, will continue indefinitely with L9 Sports and will be responsible for all bike operations. It is anticipated that L9 will maintain both entities’ websites — and — simultaneously and fulfill all orders from L9’s distribution center in Woods Cross.

“L9’s fantastic customer service reputation, paired with their executive team and strong financial backing, made this deal very attractive,” Majors said. “The union will enable Bikewagon to offer a wider range of products, and our customers will benefit from the added resources through more product deals and categories.”

L9 Sports CEO Mitch Lamb said: “We’ve been looking for an opportunity to expand our product offering, but we weren’t willing to compromise on service standards and overall commitment to our customers. That is why this acquisition was so appealing to us. The Bikewagon team has done a great job of offering a product mix that provides tremendous value to their customers while maintaining great service levels. They will be a great fit with our team.”

Bikewagon was established in Salt Lake City in 2004 when Majors and his father, George, began selling overstock bike parts in their garage. Over the following decade, Bikewagon grew to employ 25 people and ship more than 15,000 orders each month, according to a release.


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