Case Study: Backcountry achieves customer-centric sales growth and triples its sales team with SugarCRM

CRM Moves Backcountry from Tasks to Customer Focus

Backcountry, a Park City, UT–based outdoor retailer that operates Backcountry, MotoSport, Competitive Cyclist and Germany’s Bergfreunde, faced a sales culture of rote, task‑oriented work with little customer context. The company needed a scalable, cost‑efficient CRM that would drive user adoption, give reps richer customer profiles, and support faster, more personalized selling.

Backcountry deployed SugarCRM in two months using in‑house developers; progressive profiling and an “Outdoor Passions” widget brought hobbies, sizes and last adventures into each customer record so reps could personalize outreach without switching databases. The platform shifted the team to a customer‑centric approach, tripled the sales staff while improving reporting and opportunity identification, and enabled ongoing customization for different business units.

Backcountry

Peter Tew

Senior Product Manager