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, flogging himself in the gym, trail running and mountain biking, fishing, and backcountry 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, flogging himself in the gym, trail running and mountain biking, fishing, and backcountry 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, Alpian joined rygr in April 2017 after serving in brand and trade marketing roles with Dynafit and Salewa North America. Alpian 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, Alpian 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, Alpian joined rygr in April 2017 after serving in brand and trade marketing roles with Dynafit and Salewa North America. Alpian 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, Alpian 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 a senior account manager at rygr, leading the teams working with Fjällräven and KEEN Footwear. A California native, Fitzsimmons moved to the Roaring Fork Valley in 2007 after completing the Columbia Publishing Course. Fitzsimmons 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. Fitzsimmons has worked on content projects for brands like Patagonia, GoPro, Red Bull and Blizzard Skis.  Fitzsimmons lives in Carbondale, Colorado, with his wife, Brie, and their son, Duke. When he’s not working, you can find Fitzsimmons 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 a senior account manager at rygr, leading the teams working with Fjällräven and KEEN Footwear. A California native, Fitzsimmons moved to the Roaring Fork Valley in 2007 after completing the Columbia Publishing Course.

Fitzsimmons 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. Fitzsimmons has worked on content projects for brands like Patagonia, GoPro, Red Bull and Blizzard Skis. 

Fitzsimmons lives in Carbondale, Colorado, with his wife, Brie, and their son, Duke. When he’s not working, you can find Fitzsimmons 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
Senior Account Manager

A fun-loving trail runner and unabashed powder hound, Emily Banks is an account coordinator at rygr, where she plays a key support role across multiple accounts, including Salomon, Strafe Outerwear 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 coordinator at rygr, where she plays a key support role across multiple accounts, including Salomon, Strafe Outerwear 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 Coordinator

A die-hard skier and Aspen, Colorado, native, Sam Coffey is a PR account manager at rygr, where he works on the Arcade Belts, Strafe and Salomon accounts.  Sam attended the University of New Hampshire, where he completed a bachelor of science degree in international business and economics. While at UNH, Sam was a two-time All-American alpine ski racer.  Before joining rygr, Sam worked at Backbone Media as an account coordinator on the Avatech, Black Diamond Equipment, Opedix and Vibram accounts. He is an avid fly fisherman and all-mountain skier.

A die-hard skier and Aspen, Colorado, native, Sam Coffey is a PR account manager at rygr, where he works on the Arcade Belts, Strafe and Salomon accounts. 

Sam attended the University of New Hampshire, where he completed a bachelor of science degree in international business and economics. While at UNH, Sam was a two-time All-American alpine ski racer. 

Before joining rygr, Sam worked at Backbone Media as an account coordinator on the Avatech, Black Diamond Equipment, Opedix and Vibram accounts.

He is an avid fly fisherman and all-mountain skier.

Sam Coffey
Account Manager

 

Advisors

Penn Newhard
Founding Partner,
Backbone Media

Nate Simmons
Managing Partner,
Backbone Group

Greg Williams
Partner/Media Director,
Backbone Group

Ian Anderson
Partner/PR Director,
Backbone Media