Online Retailer,, Hires Mike Lyons as Director of Marketing

CARLSBAD, CA – February 7, 2011 – (Motor Sports Newswire) –, a leading online retailer for motocross gear, motocross parts and life-style clothing, is proud to announce the addition of industry veteran, Mike Lyons as Director of Marketing. Lyons’ 13 years of consumer marketing and brand building experience will be crucial in continuing’s growth worldwide.

“We’re really stoked to have Mike joining the Loco Mafia. Mike brings years of industry experience, knowledge and relationships with him to his office in SoCal,” Says Dave Scilabro, President and CEO of

“I am really excited to join and continue to be a part of the excitement that is motocross, action sports and youth marketing. The amazing story of what Dave, and his small team, have done in building a brand with LocoX and of course, Sanchez, and growing the business in just a little over 3 years is a huge reason why I can’t wait to get started,” said Lyons. “Right now there are so many online retailers just trying to push product to the audience and very few companies that truly understand what it is that makes a kid want to be a part of the life-style and action sports.”

Lyons will be located out in Southern California while will maintain their corporate offices in Huntsville, AL. “With brands like FOX, MSR, One Industries, Volcom, DC, Unit and not to mention pro athletes like James Stewart, Ryan Villopoto, Josh Hansen and most of the motocross world spending much of the year on the west coast, it makes sense to have a presence in So. Cal,” says Dave Scilabro.

Lyons spent the past 6 1/2 years in the marketing department at TransWorld Media and helped to grow the audience, events and content licensing for the media leader; prior to that he held positions at Upper Deck, Sega and Power Horse Energy Drink. He also got his start and understanding of sports retail with 9 years in working in a specialty ski and snowboard shop.

About is one of the fastest growing online retailers of motocross gear, motocross parts and lifestyle clothing brands that has an obsession for motocross and action sports. has become an influential force on the way companies look to inspire young minds and has helped launch brands such as Unit, Loudmouth MX and Leatt to look beyond what everyone else is carrying to find what brands and products the audience truly makes a connection with.