Portfolio / Sports & Recreation
RMU MTN Culture
Ski, bike, and pack brand with mountain-town shops and bars — e-commerce SEO across bikes and skis, plus local search for every location.
Overview
Rocky Mountain Underground (RMU) builds skis, mountain bikes, and packs, with retail shops and bars in Breckenridge, Truckee, and Whistler. We handle search visibility for their Shopify store — e-commerce SEO across bikes and skis, product and collection optimization, and local search for each mountain-town location.
The challenge
RMU (Rocky Mountain Underground) builds handcrafted skis, mountain bikes, and packs for people who plan their lives around mountain days. The employee-owned brand got its start in Colorado and now runs shops, bars, and restaurants in Breckenridge, Truckee, and Whistler, alongside a national e-commerce store.
RMU needed to be found by two very different shoppers: mountain bikers looking for a 170mm enduro bike like the Nighttrain, and skiers shopping the 2026/27 ski collection. The priority was selling more bikes while getting the new ski line ready for winter, plus helping locals and visitors find each RMU location's food, drinks, and events.
Our approach
Our SEO and GEO work focuses on making RMU's Shopify store easy to search and easy for AI answer engines to understand. We wrote clear, answer-ready homepage and category copy that explains what RMU builds, the 2026/27 ski models, and the Nighttrain's Orion suspension and dual idler drivetrain, with internal links to bikes, skis, packs, demo reservations, and each location.
We strengthened product and collection pages for the bike and ski lines, supported e-commerce search features like the Find Your Skis quiz, and improved local visibility for the Breckenridge, Truckee, and Whistler shop-bar-restaurant pages. We continue to monitor search performance and manage ongoing site updates as new products and seasons roll out.
Hover or scroll inside the window to explore the full homepage.
Built mobile-first
Most RMU shoppers browse on their phones. The Snow and Dirt entry points, the ski collection, the Nighttrain, and every location page are easy to find and shop on mobile.
Inside the site
The Nighttrain 170mm product page with build and shock options, and the RMU Breckenridge page with hours, events, and menus for the shop, bar, and restaurant.
Design details
The 2027 ski collection, Shop by Category and RMU Bikes sections, and the shops, bars and restaurants in Truckee, Whistler, and Breckenridge.
The results
Organic search performance for rmumtnculture.com, from Google Search Console.
- 50.3K
- Clicks from Google search in the first year of Search Console trackingGoogle Search Console
- 661K
- Google search impressions over the same periodGoogle Search Console
- 1.3
- Average Google ranking for "rmu bikes", with a 65% click-through rate (last 3 months)Google Search Console
- 13.5K
- Clicks from Google search in just the last 3 months, with a 9.4% click-through rateGoogle Search Console
What we did
Services on this project
More work
Related projects
Family-owned since 1977 and just 18 steps from Gondola One, Vista Bahn gets a booking-focused website built to win Vail ski rental searches.
Outdoor retailer relaunch with an inventory-linked catalog and a buy-online-pickup-in-store flow, kept fast and current under an ongoing hosting plan.
Multi-location ski, bike, and gear rental platform with online reservation, fleet inventory, and location-aware landing pages for every valley town.