Backcountry’s Interim President Kevin Lenau spoke with SGB Executive about the AI-driven transformation the company is undergoing since it was acquired by CSC Generation Enterprise (CSC), its recent acquisitions of Velotech and Level Nine Sports, its newer store and wholesale pushes, trends in the outdoor space, and the company’s website’s recently improved performance.

Lenau has been the company’s interim president since July 2025, succeeding Melanie Cox, who stepped down in January 2025 after leading the Utah-based outdoor e-tailer for nearly five years.

Lenau joined the company as chief transformation officer and CFO a month before CSC Generation Enterprise, an AI-driven brand-management firm that also owns Sur La Table, One Kings and other retail and wholesale brands, purchased the company for an undisclosed sum. He continues to serve as VP of Strategy and Finance at CSC Generation and was previously at the turnaround consultancy Alvarez & Marsal.

Backcountry’s brands include Backcountry, Competitive Cyclist, Steep and Cheap, MotoSport, Level Nine Sports, BikeTiresDirect, Western Bikeworks, and TriSports.

SGB: It’s been just over a year since CSC Generation Enterprise (CSC) acquired Backcountry. How has the acquisition changed or benefited the business?
Lenau: CSC Generation’s acquisition sparked a necessary transformation for Backcountry. CSC’s deep experience with loyalty, digitally native brands, and advanced AI-native operating models have helped Backcountry modernize key areas such as pricing, inventory management, and demand forecasting to make us faster and more efficient. Generative AI also powers enhanced personalization, helping us match each customer with the right live Gearhead. While technology drives efficiency, our Gearheads’ expertise and genuine human connection remain at the heart of the Backcountry experience. We’re building on what we do best: delivering premium gear, expert advice, and a passion for the outdoors.

SGB: Why did Melanie Cox step down?
Lenau: It was a planned retirement, and Melanie is “supportive of the company and the excitement that CSC brings to the company.” I’ve been fortunate to step into the role of president at an exciting time for Backcountry. We have an exceptional team, strong momentum, and tremendous support from CSC Generation. Backcountry has a strong legacy rooted in outdoor expertise, premium customer service, and a deep passion for the lifestyle we serve. Preserving those cultural elements is a key priority as we scale and evolve.

SGB: Backcountry acquired Velotech in early September after acquiring Level Nine Sports in July? What’s behind the acquisitions?
Lenau: The additions of Velotech and Level Nine Sports are intentional moves that support our vision to broaden Backcountry’s presence across important customer segments and product categories. Velotech – best known for BikeTiresDirect – strengthens our value offerings in road cycling while giving its loyal community access to the benefits of our wider brand portfolio. Similarly, Level Nine Sports, a trusted Utah-based retailer, enhances our ability to serve value-focused ski and snowboard customers by expanding our selection of high-quality, affordable winter gear. What truly defined the Level Nine partnership, and showcased our dedication to supporting the outdoor industry, was seeing a partner in need and believing in the value they bring to the community.

SGB: Where are you seeing strength among your categories? Where are trends heading?
Lenau: We’re seeing healthy momentum across several key categories, with early-season snow being a bright spot for us. We’ve benefited from cleaner inventory positions and positive comps among our key suppliers. Technical and premium products are leading performance right now, but we’re also seeing strong interest in on-trend outdoor apparel. While technical pieces remain core to our business, we’re seeing meaningful gains in lifestyle and city-styled jackets as customers look for more versatility. What matters most here is understanding the purchasing behavior of our premium loyalty members. This segment is trending towards a high price point and highly technical products. After only two months, these customers represent a low double-digit share of our volume and as this segment grows, we anticipate non-technical product to increase penetration, but this has been a great trend.

SGB: Backcountry started opening stores in 2021. Are you planning to open more stores?
Lenau: Backcountry currently operates nine Backcountry-branded retail stores and two Level Nine Sports stores. The focus of our stores continues to be centered on providing premium gear with our Gearheads’ expertise. We are always looking for companies and stores to partner with and for new opportunities for store openings. The larger push is through acquisition and partnership. We also have a great package that we are piloting to license the Backcountry name and marketing engine for existing retailers.

SGB: Can you update on your wholesale push?
Lenau: Backcountry’s wholesale initiative, launched in 2023, reflects our commitment to expanding how our owned brands reach new outdoor enthusiasts in the right retail environments. In 2026, we will be in around a dozen independent stores plus online in Nordstrom, Amazon, and Macy’s. Our Amazon partnership is strong, and we are excited about the marketing Amazon is doing with us, which will increase Backcountry’s visibility on Amazon.

SGB: What other newer initiatives does Backcountry have going on?
Lenau: Our primary focus right now is the launch and ongoing growth of Summit Club+, our new loyalty membership program that we’re building to be the most customer-focused program in the outdoor retail space. We are committed to communicating the unique value the program offers while continuing to enhance the member experience. Every aspect of the program is designed with the customer in mind. For example, with Partner Perks like our Outdoorsy discount, all the savings go directly to the customer, as Backcountry does not accept any kickback. Outside of loyalty, we are continuing to develop new channels and become a one-stop shop for U.S. distribution of premium brands.

SGB: It’s been a challenging year for outdoor specialty. How is Backcountry fairing?
Lenau: Backcountry has been outperforming itself year over year by a significant margin, approximately a 7 percent profit swing. We continue to remain optimistic that the future looks bright for Backcountry and its many vendors. Summer performed well, with standout growth in mountain biking, hiking and travel-related gear as customers embraced the adventure season. We had incredible excitement around the Labor Day Sale this year as well.

SGB: Do you see more tailwinds than headwinds ahead for Backcountry?
Lenau: There is no shortage of opportunity for Backcountry’s growth. As our customers (new and old) redefine what it means to spend time outdoors, we are there to meet the need. The product sector saw significant summer growth in mountain biking, hiking, and travel gear, reflecting increased consumer engagement in outdoor activities. The Labor Day Sale further contributed to strong seasonal results. Looking ahead to the winter, early-season snow has driven positive comps and reduced markdown inventory across key suppliers, setting a solid foundation for continued momentum. Tariffs continue to be a headwind from a pricing perspective, with the customer not having extra dollars to offset the price increases.

Images courtesy Backcountry