Backcountry Beacon

Since SteepandCheap.com came onto the scene many moons ago, Backcountry.com has introduced a flurry of new One Deal At A Time sites: starting with WhiskeyMilitia.com, moving to Chainlove.com and Bonktown.com, and ending with Brociety.com. Whiskey was billed as surf / skate; Chainlove = MTB; Bonktown = road cycling; Brociety = snowboard.

Despite a stoney flying woolly mammoth, the site couldn’t hold its own. As of today, Brociety is no more.

Brociety.com’s compromised condition was caused by an ailment that we call “Overnichification” — a malady resulting from taking a good idea a bit too far.

“We thought that our hyper-focused snowboard niche strategy would appeal to snowboarders and drive sales through the roof,” said Chris Brown, ODAT Merchandise Kingpin. “Now it’s obvious that we took ‘niche’ too far. What started as core became boring and what was meant to be cool left us cold. So, yeah, Bro is dead. Long live Whiskey Militia.”

Snowboard used to be part of WhiskeyMilitia.com, and that’s where it will return. You could say that Whiskey Militia is getting back to its roots, with a wider selection of action sports gear across the board, including stuff for surf, skate and snow.

Though Brociety’s vitals have been transplanted to WhiskeyMilitia.com, the spirit (and customer service) of Brociety.com lives on. All account and past order history is still available on Brociety.com. And Brociety’s Facebook Page and gear forum are still accessible so loyal customers can share condolences with other mourners of the dead.

While it’s a shame this snowboard experiment didn’t work out, we won’t shed too many tears for the mothership. Steep and Cheap, Whiskey Militia and the like will do just fine.

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• Hook Me Up, Bro: The Rules of Swag
• Shoulder Season Sending: Tips for climbing in the cold
• Monday Q&A

Tags: action sports, gear, outdoor industry