Backcountry has made another acquisition, this time of cycling retailer Velotech Inc., and former CFO Kevin Lenau has moved into the interim president and CEO role at the Utah-based outdoor retailer.
Velotech operates specialty sites BikeTiresDirect, Western Bikeworks, and TriSports, and it serves commuters, triathletes, road cyclists, cyclocross racers, and mountain bikers. Its headquarters and will-call showroom are in Portland, Oregon, and it delivers nationally while maintaining strong local connections to the cycling community, according to a news release.
“Velotech’s cycling-first DNA and operational excellence make them a highly strategic addition to Backcountry,” Lenau said in a statement. “This partnership is rooted in brand independence and fueled by a shared ambition to better serve riders everywhere.”
In July, Backcountry acquired Utah-based Level Nine Sports.
Velotech will continue to operate its existing sites independently. In the future, Backcountry and Velotech will explore opportunities to collaborate on product assortment, rider education, content, and fulfillment, said the release.
“We’re excited to join the Backcountry family,” said Jay Torborg, CEO of Velotech. “Backcountry’s scale and outdoor expertise will help us serve more riders than ever, while staying true to our roots.”
Lenau announced he had moved into the interim president role at Backcountry on LinkedIn two weeks ago. Former CEO Melanie Cox left the role in January 2025, according to LinkedIn. Daniel Ryu has been appointed senior vice president of finance, said a spokesperson for the company.
In Sept. 2024, Backcountry was acquired by CSC Generation Enterprise, which also owns Sur La Table, One Kings Lane, Touch of Modern, and DirectBuy.
