Brian Holcombe is the principal of Carbondale, Colorado-based media agency rygr, where he helps leading brands like Salomon and Fjällräven drive deep, lasting connections with active lifestyle consumers through traditional media relations activities as well as emerging channels like social influencer campaigns and paid social media promotion.  Prior to launching rygr in 2016, Brian served as associate PR director at Backbone Media, collaborating with account teams on successful campaigns for clients including Smartwool, Field Trip Jerky, Diamondback Bicycles, POC, Walls and Strava.  With a background rooted in media, specialty retail and outdoor leadership, Brian joined Backbone following a five-year stint at VeloNews, where he directed online content for the cycling publication. He holds a Masters degree in Public Relations and Marketing Communications from the University of Denver.  Brian spends his free time picking a variety of stringed instruments, adventuring with his wife and sons on river and land, carrying a bow around in the mountains, flogging himself in the gym, trail running, fishing, and skiing.

Brian Holcombe is the principal of Carbondale, Colorado-based media agency rygr, where he helps leading brands like Salomon and Fjällräven drive deep, lasting connections with active lifestyle consumers through traditional media relations activities as well as emerging channels like social influencer campaigns and paid social media promotion.

Prior to launching rygr in 2016, Brian served as associate PR director at Backbone Media, collaborating with account teams on successful campaigns for clients including Smartwool, Field Trip Jerky, Diamondback Bicycles, POC, Walls and Strava.

With a background rooted in media, specialty retail and outdoor leadership, Brian joined Backbone following a five-year stint at VeloNews, where he directed online content for the cycling publication. He holds a Masters degree in Public Relations and Marketing Communications from the University of Denver.

Brian spends his free time picking a variety of stringed instruments, adventuring with his wife and sons on river and land, carrying a bow around in the mountains, flogging himself in the gym, trail running, fishing, and skiing.

Brian Holcombe
Principal

 Massimo Alpian is an account manager at rygr, where he works with clients including Fjällräven and Keen Footwear.  An avid uphill skier, trail runner and road cyclist, Massimo joined rygr in April 2017 after serving in brand and trade marketing roles with Dynafit and Salewa North America. Massimo previously worked with Eldorado Climbing Walls, as well as REI, where he began his outdoor industry career, cultivating a passion for product.  During an extensive international non-profit career, Massimo focused on human rights and humanitarian work in Latin America and Africa. He holds a Master’s Degree in International Relations from Columbia University and speaks five languages.

Massimo Alpian is an account manager at rygr, where he works with clients including Fjällräven and Keen Footwear.

An avid uphill skier, trail runner and road cyclist, Massimo joined rygr in April 2017 after serving in brand and trade marketing roles with Dynafit and Salewa North America. Massimo previously worked with Eldorado Climbing Walls, as well as REI, where he began his outdoor industry career, cultivating a passion for product.

During an extensive international non-profit career, Massimo focused on human rights and humanitarian work in Latin America and Africa. He holds a Master’s Degree in International Relations from Columbia University and speaks five languages.

Massimo Alpian
Account Manager

 

    Greg Fitzsimmons is an associate PR director at rygr, leading the teams working with Fjällräven, KEEN, KEEN Kids, and Black Ember. A California native, Greg moved to the Roaring Fork Valley in 2007 after completing the Columbia Publishing Course.  Greg previously worked in the travel and destination marketing verticals with PR, content marketing, and social media clients, including Aspen Chamber Resort Association, Ski Portillo and Tierra Hotels. He formerly served as the advertising manager at  Rock & Ice , an editor at  Aspen Magazine , and an editor at Francis Ford Coppola’s literary magazine  Zoetrope: All-Story , and has contributed to numerous magazines, websites, and brands as a storyteller. His writing has been featured by ESPN,  GQ ,  Outside Magazine ,  SKI, Skiing,  and  Powder , among others. Greg has worked on content projects for brands like Patagonia, GoPro, Red Bull and Blizzard Skis.   Greg lives in Carbondale, Colorado, with his wife, Brie, and their son, Duke. When he’s not working, you can find Greg spinning laps on his home mountain of Ajax during the winter, hiking with Duke and mountain biking during the summer, and he's always searching for a new warm-water right-hand point break to surf.

 

Greg Fitzsimmons is an associate PR director at rygr, leading the teams working with Fjällräven, KEEN, KEEN Kids, and Black Ember. A California native, Greg moved to the Roaring Fork Valley in 2007 after completing the Columbia Publishing Course.

Greg previously worked in the travel and destination marketing verticals with PR, content marketing, and social media clients, including Aspen Chamber Resort Association, Ski Portillo and Tierra Hotels. He formerly served as the advertising manager at Rock & Ice, an editor at Aspen Magazine, and an editor at Francis Ford Coppola’s literary magazine Zoetrope: All-Story, and has contributed to numerous magazines, websites, and brands as a storyteller. His writing has been featured by ESPN, GQOutside MagazineSKI, Skiing, and Powder, among others. Greg has worked on content projects for brands like Patagonia, GoPro, Red Bull and Blizzard Skis. 

Greg lives in Carbondale, Colorado, with his wife, Brie, and their son, Duke. When he’s not working, you can find Greg spinning laps on his home mountain of Ajax during the winter, hiking with Duke and mountain biking during the summer, and he's always searching for a new warm-water right-hand point break to surf.

Greg Fitzsimmons
Associate PR Director

 A fun-loving trail runner and unabashed powder hound, Emily Banks is an account manager at rygr, where she manages the Salomon footwear, apparel and gear account, as well as Primus and Suunto.  A graduate of Middlebury College, where she studied creative writing, Emily is a former contributor to Trail Runner magazine and co-founder of Fireside Outdoor Magazine, an adventure-themed literary magazine featuring student work.

A fun-loving trail runner and unabashed powder hound, Emily Banks is an account manager at rygr, where she manages the Salomon footwear, apparel and gear account, as well as Primus and Suunto.

A graduate of Middlebury College, where she studied creative writing, Emily is a former contributor to Trail Runner magazine and co-founder of Fireside Outdoor Magazine, an adventure-themed literary magazine featuring student work.

Emily Banks
Account Manager

 A St. Lawrence University graduate and former operations manager for a well-regarded Aspen, Colorado-based guiding service, Maddy Fones lends her easy smile and acute attention to detail to clients Salomon and Ascent Protein.  Maddy is a champion ultra runner and ski mountaineer, as well as an L1 CrossFit coach, and hopes to one day pet your dog.

A St. Lawrence University graduate and former operations manager for a well-regarded Aspen, Colorado-based guiding service, Maddy Fones lends her easy smile and acute attention to detail to clients Salomon and Ascent Protein.

Maddy is a champion ultra runner and ski mountaineer, as well as an L1 CrossFit coach, and hopes to one day pet your dog.

Maddy Fones
Account Manager

 Brian Smith is an account manager at rygr, where he oversees public relations for Tender Corporation's portfolio of brands and Black Ember.  A surfer with a mountain biking problem, Brian traded a wave-thrashed stretch of North Carolina coastline for Colorado’s Rocky Mountains after graduating from Old Dominion University with a degree in geography. He joined rygr in January 2018 after serving as mountain bike editor at REI’s Co-op Journal, as well as editorial and partnerships manager at MTBproject.com and Adventure Projects.

Brian Smith is an account manager at rygr, where he oversees public relations for Tender Corporation's portfolio of brands and Black Ember.

A surfer with a mountain biking problem, Brian traded a wave-thrashed stretch of North Carolina coastline for Colorado’s Rocky Mountains after graduating from Old Dominion University with a degree in geography. He joined rygr in January 2018 after serving as mountain bike editor at REI’s Co-op Journal, as well as editorial and partnerships manager at MTBproject.com and Adventure Projects.

Brian Smith
Account Manager

 

Advisors

Penn Newhard
Founding Partner,
Backbone Group

Greg Williams
Partner/Media Director,
Backbone Media

Charlie Lozner
Partner/Integrated Services Director,
Backbone Media

Nate Simmons
Managing Partner,
Backbone Group

Ian Anderson
Partner/PR Director,
Backbone Media

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