Hours
Monday to Friday: 9AM - 5PM
Built by People Who Know the Industry
Upline was founded by Ben Floyd, a lifelong cyclist, snowboarder, and outdoor enthusiast with nearly 20 years in the bike industry and more than a decade of e-commerce leadership experience. Ben began his career in product design and marketing for a global full-line bike brand before moving into e-commerce, where he spent over 10 years at Jenson USA — one of the largest omni-channel bicycle retailers in the U.S. As Head of Creative, he helped reposition the brand and played a key role in building the systems, workflows, and merchandising strategies that turned the e-commerce discounter into a core online shop. That experience, across manufacturing, specialty retail, and large-scale e-commerce, is the foundation behind The Upline.
What We Believe
Independent shops matter
They’re the backbone of their communities and the industries they serve.
E-commerce should support the shop floor, not compete with it
Online should make the shop stronger, not pull focus from it.
Consistency beats big swings
Steady progress over time matters more than occasional big pushes.
Experience matters more than trends
What works in real shops outlasts whatever’s popular this season.
Good operations are invisible when done right
When everything works, no one notices and that’s the point.
How We Show Up
Upline Works As A Steady, Experienced Partner.
We value clear communication, realistic expectations, and long-term thinking. We don’t overpromise, chase trends, or complicate things unnecessarily.
Our role is simple: help independent shops run better online.
