February 10, 2011, 4:46 PM

Motorcycle gear retailer LocoX.com hires a director of marketing

Mike Lyons worked for nearly seven years at a digital advertising agency.

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LocoX.com, which sells sport motorcycle gear and apparel, has hired Mike Lyons as director of marketing.

Lyons comes from TransWorld Media Inc., where he spent nearly seven years in marketing jobs for the digital advertising company. He also has worked at Upper Deck, Sega and Power Horse Energy Drink. LocoX.com says Lyons got his start in sports retail by working nine years in a ski and snowboard shop.

“We're really stoked to have Mike joining the Loco Mafia,” says Dave Scilabro, president and CEO of LocoX.com. “Mike brings years of industry experience, knowledge and relationships with him to his office in Southern California.”

Though Lyons will work on the West Coast, the online retailer operates out of corporate offices in Huntsville, AL.

“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 action sports,” Lyons says.

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