Backcountry has acquired Utah-based Level Nine Sports. In a strategic move to expand its reach among value-driven outdoor consumers while strengthening both companies’ digital and retail operations, outdoor gear specialist Backcountry has officially welcomed Level Nine Sports into its brand portfolio.
This expansion symbolizes their commitment to serving value-conscious adventurers across the US Founded over 20 years ago, Level Nine Sports has long played a pivotal role in Utah’s outdoor economy, offering budget-friendly snowsports and mountain biking equipment.
The new partnership will see Level Nine continue operating its two existing retail locations in Millcreek and Ogden, with added support from Backcountry’s wider digital and operational infrastructure. Both Retail TouchPoints and Outdoor Sportswire touch on how it positions Backcountry to better meet the growing demand for affordable outdoor gear, while simultaneously enhancing Level Nine’s e-commerce capabilities and customer experience.
“Backcountry is proud to partner with another local Utah business that shares our passions for serving the outdoor community,” said Kevin Lenau, Backcountry’s chief financial officer. “By expanding Level Nine Sports’ reach and capabilities, we are committed to supporting the needs of value-minded shoppers and helping more people access the outdoors they love.”
“Level Nine Sports is in excellent hands with this new Backcountry partnership,” said Mitch Lamb, outgoing CEO of Level Nine Sports. “We’re thrilled to see Level Nine Sports enter this new chapter. The increased support it will receive from Backcountry will help the Level Nine Sports brand continue to grow and better serve the outdoor community. This partnership will elevate the Level Nine Sports experience for customers and employees alike.”
“This acquisition allows us to deepen our product offerings in key categories while maintaining the specialized expertise that Level Nine customers have come to expect,” said Kevin Lenau, CFO of Backcountry, in a statement. “We see tremendous synergies between our platforms and believe this partnership will benefit outdoor enthusiasts across both customer bases.”
It comes on the heels of Backcountry’s own purchase by CSC Generation Enterprise in September 2024. The parent company, which also owns Sur La Table and Touch of Modern, continues to invest in digital-forward retail brands with loyal customer bases and growth potential.
Backcountry, established in 1996, has built a reputation as a trusted destination for outdoor gear, offering nearly 800 premium brands online and across nine retail locations. With in-house gear co-developed by athletes and a team of dedicated Gearhead experts, the company continues to expand its customer base while staying rooted in quality, performance, and community.
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