Backcountry’s Kevin Lenau Discusses AI-Driven Transformation, Outdoor Opportunity

November 24, 2025

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