Kevin Lenau stepped into the interim CEO role at Utah-based Backcountry during a period of transition. After the outdoor retailer was acquired last year by CSC Generation Enterprise, whose portfolio includes Sur La Table, One Kings Lane and Touch of Modern, former CEO Melanie Cox departed in January 2025. Lenau, who had been appointed CFO post-acquisition, then took the helm.
This summer, Backcountry made two acquisitions: Utah’s Level Nine Sports in July and Oregon-headquartered cycling retailer Velotech Inc. in September. The moves signal an expansion strategy aimed at reaching new customer segments while maintaining the brand’s core identity as a destination for premium outdoor gear and expert service.
Lenau, a Marine Corps veteran and avid gravel cyclist, shared his vision for Backcountry, the role of generative AI in operations, and how the company is responding to economic headwinds and tariff challenges in an interview with SESO.
How has business been since the acquisition?
Kevin Lenau, interim CEO, Backcountry: Since the acquisition, we’ve focused on strengthening our core operations and realigning around what we do best: delivering premium outdoor gear and expert guidance to our passionate community. The transition has been incredible, and we’re already seeing strong momentum across key categories. Summer performed well, with standout growth in mountain biking, hiking and travel-related gear as customers embraced adventure season. We had incredible excitement around the Labor Day Sale this year.
What are Backcountry’s biggest opportunities?
Kevin Lenau: The launch and continued growth of Summit Club+, our new loyalty membership program, is our number one priority. We are building the best customer-centric program anywhere outdoors. We need to keep getting the word out on how amazing this program is for customers. As we continue to build the program, we make sure every benefit only benefits the customer. The example there is when onboarding a partner perk, we have a hard line that Backcountry gets no kickback, because that would be value we could pass on to the customer instead.
What is your vision for Backcountry, and what are your priorities as you steer the company toward it?
Kevin Lenau: Backcountry’s vision is to build the number one customer-focused destination for outdoor gear and apparel with the best expert support to get you prepared for your next adventure. This starts with loyalty, doubling down on our gearhead program, increasing our assortment and continuing to build amazing items in our stable of in-house brands.
What elements of Backcountry’s legacy and company culture are you working to retain and how?
Kevin Lenau: Backcountry has a strong legacy rooted in outdoor expertise, premium customer service and a deep passion for the lifestyle it serves. Preserving those cultural elements is a key priority as we scale and evolve. It’s all about scaling the business without losing the identity that made it successful in the first place.
Backcountry has announced two acquisitions this summer — Level Nine and Velotech. How do they fit into the strategy?
Kevin Lenau: The acquisitions of Velotech and Level Nine Sports are both highly strategic and align with our broader goal of expanding Backcountry’s reach across key customer segments and product categories. Velotech, which is primarily BikeTiresDirect, expands our value offerings for road cycling, and brings their loyal community new benefits across our other brands. Meanwhile, Level Nine Sports, a respected Utah-based retailer, allows us to better serve value ski and snowboard customers by offering a wider range of more affordable winter gear.
Backcountry Interim CEO Kevin Lenau. Photo courtesy of Backcountry.
Both ski and bike retailers and brands have had challenges in recent years. What opportunities are you seeing in these markets, and how will Backcountry’s capabilities help?
Kevin Lenau: Backcountry sees exciting opportunities as both the ski and bike markets evolve, with growing interest in segments like gravel, e-bikes and versatile, high-performance apparel. By focusing on technical, stylish gear for every level, from beginners to experts, Backcountry makes the outdoors more accessible and inclusive for all riders and skiers. Our team is committed to meeting rising consumer demand for quality products that deliver on both performance and sustainability, while remaining approachable in price. We’re passionate about innovation, using eco-friendly materials and versatile designs to ensure our offerings keep up with today’s active, adventurous lifestyles. Ultimately, Backcountry’s capabilities allow us to support and inspire customers however they choose to enjoy the outdoors.
When I last interviewed the CSC Generation team, I learned that generative AI was playing a greater role in the overall business strategy. How is it playing a role at Backcountry?
Kevin Lenau: Generative AI is playing a key role at Backcountry by helping us modernize everything from pricing and inventory management, to demand forecasting, thanks to CSC Generation’s advanced AI-native operating model. This enables us to act more quickly and precisely, making it easier to meet customer needs. AI also powers enhanced personalization, helping us to match each customer with the Gearhead who’s best equipped to serve them. While AI supports efficiency, our Gearheads’ expertise and authentic human connection remain central to the Backcountry experience. Every interaction continues to be personal and rooted in our shared passion for the outdoors.
There has been a lot of talk about tariffs and an economic slowdown that could present more challenges to outdoor retailers. Are you seeing any new consumer patterns among Backcountry shoppers that you attribute to the new economic environment and uncertainty?
Kevin Lenau: The tariffs are a huge headwind to the business, the macro environment is not great. The consumer is acting more sporadically with large variances in performance.
How are you addressing these challenges?
Kevin Lenau: By being more tactical with sales and offers, we’re able to respond to changing consumer needs without sacrificing quality. Ultimately, our goal is to keep providing value and innovation, regardless of external market shifts.
Are you noticing other trends you can share, whether that’s behaviors, new brands, categories, etc.?
Kevin Lenau: Climbing continues to grow, ski and snowboard seems to be turning on earlier this year, and some large items that peaked during COVID seem to be recovering. Those items are supporting items, like bike trainers, bike storage, ski storage/travel. Emerging brands are always doing well for us as we are a destination for those types of brands.
What’s your relationship to the outdoors and do you have any favorite pieces of gear?
Kevin Lenau: I am only happy if I can spend time in the outdoors, whether it’s for leisure, adventure or endurance. My family’s summer vacation always includes at least one national park, many hikes and one epic adventure. My go-to way to get outside is biking; I love long gravel rides the most, with Unbound being my capstone annual endurance event.
The culture at Backcountry is truly special, filled with people who are just as excited about adventure and the outdoors as I am. One piece of gear I always rely on is the Tahoe sun hoodies — they’re comfortable, durable and made for long days outside. It’s this kind of thoughtfully designed gear that keeps me excited for every outing.
What lessons from your previous roles do you bring to Backcountry?
Kevin Lenau: From my previous roles, I’ve learned how to lead teams through complex challenges while always keeping the customer and brand at the center of every decision. I spent 10 years in the Marine Corps doing just that. These experiences shaped my leadership at Backcountry by helping me create strategies that deliver real customer-centered value and ensure sustained growth for the future. My focus is on building Backcountry’s unique strengths and culture so we’re positioned to succeed in today’s outdoor retail environment. It’s about balancing innovation with what makes Backcountry special.
Kate Robertson can be reached at kate@shop-eat-surf-outdoor.com.
