About Us

Our Story? A winding road to today...

Way back in 2004, I created the first specialty retail store dedicated to action sports protective gear. It was called "XSportsProtective", and the idea was innovative and grew like crazy. We focused on specific safety gear - helmets, pads, armor, padded shorts, gloves, and neck braces for snowboarding, skiing, skateboarding, inline skating, mountain biking, BMX, and roller derby.

Jim Bartlett

By the time 2016 rolled around, the rest of the industry had caught up. More and more local shops - bike, skate, and snow - embraced the protective gear category. And, this behemoth called Amazon began to blow away retailers everywhere. We were a bit too slow to adapt, and too small to compete effectively across the 2,500 items we stocked.

In 2016, the business was sold to a larger company.

For the next two years, as part of the larger company, we invested a lot of time and money trying to redesign the business. We stabilized the business, but ultimately the parent company decided to refocus their resources on their large primary business. The decision was made to close SportsProtective.

I was itching to be entrepreneurial again, and I saw an opportunity. There were a very small number of brands I felt passionately about, and were themselves willing to be a part of a rebirth.

Sicuro was opened.

Who are we?

We're a small company with three key brands. We know a lot about these products, have very close relationships with each brand owner, and we're passionate about serving customers who need these items.

We're a bit different. We stock every item we sell. We ship every order you give us. We read and respond to every email you send us.

Do we sell on Amazon? Of course, because in today's world you have to. But we offer items that we stand behind as friends and partners. We work with our customers to make sure they get the right gear for their situation and budget.

If you're new to Sicuro - welcome!  Our goal is to become that "Friend you can trust" to learn more, get advice, and shop for gloves, padded shorts, and armor for snowboarding and ski racing. No hype - just careful advice and good choices.

Thank you for the opportunity to earn your business.

Stay Safe,


My Family

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