This paper conceptually explores how bundling could lead to greater revenue and brand loyalty in the action sports industry by meeting the expectations of Generation Y. The author defines personalised-customised hybrid bundles and proposes using these bundles to target Generation Y action sports consumers. Generation Y grew up in an even more media-saturated and brand-conscious world then their parents. They use brands for self-expression to define what is 'cool' and seek counter cultures such as action sports. They expect a virtual dialogue with companies and comparison shop quickly. The author explores how bricks-and-clicks retailers can sell distinct products with different costs in a bundle through utilising multi-channel customer management (MCM) in combination with customer's self-selection. A conceptual model is developed explaining how action sports capture Generation Y, and a second model demonstrates how MCM combined with customer self-selection can be used to create personalised-customised hybrid bundles.