Pride Industries said Levra assumed the role on April 6 after an extensive six-month nationwide executive search.
Levra was very active in the U.S. sporting goods and outdoor markets, most recently as CEO at Sport Chalet, a publicly traded specialty retailer that peaked at $400 million in annual revenue, from 1997 to 2015. Levra joined Sports Chalet as president and was appointed CEO in 1999. Pride Industries noted that during his tenure at Sports Chalet, he doubled the size of the company, led award‑winning retail innovation and executed complex acquisition and integration strategies. Sports Chalet permanently closed all 47 of its brick-and-mortar locations and shut down its online website in April 2016.
Earlier in his career, he held leadership roles at The Sports Authority, Inc., the first sports retailer to surpass $1 billion in annual revenue and go public on the New York Stock Exchange.
Pride Industries said Levra also brings a “distinctive blend of mission‑driven leadership and large‑scale business expertise, positioning him to lead Pride Industries through its next phase of growth and impact.” He joined the organization from Goodwill Southern California, where he most recently served as executive vice president and chief operating officer for one of the largest Goodwill organizations in the country.
At Goodwill Southern California, Levra “worked closely with the CEO to refocus the organization on its mission and vision while modernizing strategy and go-to market execution. Under his leadership, the operating group shifted its focus to profitability, delivering record breaking EBITDA results while expanding mission impact. Levra was also a founding member of GoodwillFinds.com, collaborating with leaders from six of the nation’s largest Goodwill organizations to launch the online platform. He then led the pivot to eBay, establishing Goodwill Southern California as a top seller on the platform.”
At Goodwill SoCal, he was also responsible for delivering EBITDA and providing employment opportunities for five key groups: people with unique skills and abilities, justice-involved, at-risk youth, those without homes, and veterans.
At Pride Industries, Levra succeeded Interim CEO Bob Olsen.
“Craig’s passion for mission, paired with his proven ability to build and scale successful organizations, truly sets him apart,” said Olsen. “He understands that strong financial performance and meaningful social impact are not mutually exclusive—they reinforce one another. That mindset aligns perfectly with who we are and where Pride Industries is headed.”
“Pride Industries shows what’s possible when mission and business excellence come together,” Levra said. “I’m honored to join this remarkable organization and excited to help build on its national impact.”
Throughout his career, Levra has demonstrated deep experience in operational transformation, stakeholder engagement, customer experience and servant leadership. At Goodwill SoCal, he was responsible for delivering EBITDA and providing employment opportunities for five key groups: people with unique skills and abilities, justice-involved, at-risk youth, those without homes, and veterans.
Levra holds an MBA from the University of Kansas and a Certificate in Public Company Governance from the University of California, Irvine. He currently serves on multiple boards and in business advisory roles, including as a board member of Virco Mfg. Corporation and the Los Angeles Sports and Entertainment Commission.
