Backcountry.com Names Jonathan Nielsen as CEO

Backcountry.com officially has a new chief at the helm. The outdoor e-tailer has appointed Jonathan Nielsen as its new CEO. Nielsen has been serving as interim CEO since December, when Jill Layfield stepped down from the company’s top leadership position.

Nielsen joined the Salt Lake City-based firm in 2010 to lead Backcountry’s corporate development and strategy teams. Since 2014, he has been managing the firm’s adjacent category businesses — Competitive Cyclist and MotoSport — and overseeing its European expansion. Prior to joining Backcountry, he worked at eBay Inc. and Piper Jaffray.

Backcountry has been undergoing strategic changes since it was acquired by TSG Consumer Partners last July, with the goal to expand the site into adjacent categories and international markets.


In a statement issued today, TSG managing director Jennifer Baxter Moser said, “Jonathan is a proven leader with an exceptional track record of growing retail brands and delivering strong operating performance. We believe he is ideally positioned to lead Backcountry as it continues to execute on its growth strategy across its multiple brands, categories and geographies.”

For his part, Nielsen said in the statement, “With Backcountry’s incredibly loyal customer base, exceptional e-commerce platform, high-quality product offering and robust partner relationships, we are well positioned to continue to drive growth and broaden our reach within the outdoor retail market.”

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