First Tracks was founded with the principle that proper planning leads to a rewarding end goal. If you put in the work and stay true to the plan you can succeed. We know that marketing is scaleable, it can be scrappy or aggressive and produce results. Marketing fundamentals are the building blocks of new media, as the customer relationship develops we draw upon experience to offer solutions that expose your product to the right audience.

Founder Adrian Montgomery has spent two decades in the Outdoor, Wintersport, Action Sport and Cycling industries creating go-to-market for many groundbreaking products from the worlds best brands. We know how to get results for our brands and have a track record of delivering them.



We offer campaign ideation and execution for any media destination. Whether it’s a new product or a product evolution, we create opportunity for brands to find their audience and deliver the message of differentiation which leads to consideration.


Placing your campaign in front of the target audience at their point of consumption is imperative. We deploy an integrated strategy for earned media influence, advertising and digital content. We can manage your entire campaign by offering a range of visual and copy assets. We can deploy the campaign on your behalf, plan and purchase all placements, while providing insights on campaign performance.

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How a Brand called Kona unseated the Iron Brand of Men

If you’ve been to Kona, you’ve seen it. The Kona brand has usurped the popular brand for a world championship triathlon event. For a period of time, when the Ironman movie was in theaters, the search for a globally significant triathlon event by brand name would result in content related to a Robert Downey Jr film. As searches diminished for the movie, slowly the top search results became triathlon related again. But as brands who compete in the triathlon market have grown, so have the related terms that are not licensed and the most popular now is “Kona”. How did …

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Dig Deeper in social toolbox before subscribing to a third party app

It’s a poor craftsman who blames their tools. In the case of digital marketing on social media, I find many managers don’t look deep enough into their stock dashboards. They opt to subscribe for third party apps for campaign management and reporting. While many apps like Buffer, HootSuite or AdEspresso have nice visuals on the front end, they are built on the framework of the media platform they manage. They add expense to managing media and there are many indicators that Facebook and Google actually demote content posted using these apps and give preference to posts done in-app on the desktop business manager or analytics …

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