Memphis, TN — May 2026 — Victory Bicycle Studio, the Memphis-based premium bicycle retailer, today announced the appointment of Roy Lazarus as Head of eCommerce, further strengthening the company's leadership team as it continues to scale its eCommerce operations nationwide.
Lazarus brings nearly two decades of experience in the bicycle and triathlon industries, including leadership roles at Trivillage.com, where he served as COO and Co-Owner, and at Mack Cycle & Fitness, where he led the company's e-commerce operations.
"Roy is one of the most experienced and professional operators in the bicycle industry," said Garret Becker, Head of Commercial at Victory Bicycle Studio. "He's helped build and scale businesses through multiple eras, and he understands both the operational discipline and customer experience required to succeed online. As we continue investing heavily in our future, bringing Roy onto the team was a huge win for us."
As Head of eCommerce, Lazarus will oversee Victory's ongoing digital expansion, including website optimization, operational scalability, customer experience initiatives, and the continued development of the company's national fulfillment and online sales infrastructure.
"While we had great success at both companies, processing hundreds of thousands of orders and making many customers elated with their experience, I can't remember feeling more energized over the past twenty years than I do now starting this next chapter with Victory Bicycle Studio," said Lazarus.
"After just a few days of working with Clark, Garret, other team members and business partners, I am beyond excited to contribute to the ongoing and future success of Victory Bicycle Studio."
The appointment of Lazarus continues Victory's broader strategy of combining premium in-store experiences with best-in-class digital retail execution. Working closely alongside Victory's leadership team, Lazarus will play a key role in shaping the company's next phase of eCommerce growth while helping strengthen Victory's position as one of the fastest-growing premium bicycle retailers in the United States.
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.
