Online retailer appoints Melanie Cox chief executive officer, Sarah Crockett chief marketing officer

Backcountry, the premier online specialty retailer of premium outdoor gear, accessories and apparel, announces today that its board of directors has named Melanie Cox chief executive officer, effective immediately. Additionally, Sarah Crockett will join the executive leadership team in the newly created role of chief marketing officer, effective June 15. The new leadership additions to Backcountry signify a new epoch for the brand moving forward.

 

Prior to joining Backcountry, Cox served as interim CEO at rue21 where she successfully led the national fashion retailer and prepared it for its next phase of growth. Cox brings more than 25 years of executive and senior-level experience in the retail industry, ranging from moderate to luxury fashion, as well as home goods, beauty, and toys. She has served in senior leadership roles at Wet Seal, Scoop NYC, and Urban Outfitters. She is also the founder of MBC Consulting, where she advised private equity and corporate clients on retail industry trends, identifying opportunities in the market, risk assessment and strategic direction, among other things.

 

“Backcountry is a phenomenal brand with an important position in the outdoor space and I am delighted to be joining the talented and hard-working team,” says Melanie Cox. “The strong fundamentals and terrific leadership team position Backcountry to capitalize on the growing interest in outdoor experiences and the tailwinds behind the e-commerce space. Backcountry was founded on the notion that by providing people with the best gear and expertise, it can connect people with the outdoors, and I see great potential for the brand by focusing on this opportunity.”

 

Cox was appointed to Backcountry’s board of directors in the first quarter of 2020 to advise on the company’s long-term business strategy. As the brand enters a new era with consumer habits increasingly shifting to e-commerce in the wake of the COVID-19 pandemic, Cox sees tremendous potential for the brand to engage new and existing customers and leverage meaningful relationships beyond purchasing gear and apparel.

 

“Melanie brings deep, extensive retail industry experience that positions her to accelerate Backcountry and solidify its position as a best-in-class e-commerce retailer and the next generation’s favorite outdoor retail brand,” says Blythe Jack, managing director, TSG Consumer Partners, Backcountry’s financial and strategic partner, and member of Backcountry’s board of directors. “She has an impressive track record of developing brands in many stages of their life cycles across different industries, and we firmly believe that under her leadership Backcountry will be best positioned for the long-term. We want to thank the previous CEO, Jonathan Nielsen, for his significant contributions and look forward to continuing a great partnership with the entire Backcountry team.”

Also joining Backcountry’s executive team, Sarah Crockett will serve as chief marketing officer. In this newly formed role, Crockett will lead marketing efforts for Backcountry and its portfolio of brands, including Competitive Cyclist, Motosport.com, Bergfreunde and Steep & Cheap. Crockett will be responsible for the growth and evolution of the brand by leading sales and marketing initiatives to ensure effective sales management, customer engagement, new business partnerships and product development. Prior to Backcountry, Crockett served as CMO at Burton Snowboards, where she oversaw creative and marketing for the global organization for two years. She previously served in leadership roles at Vans, REI and Lucky Brand Jeans.

 

“I’m elated to join the team at Backcountry and make the move to Park City with my family,” says Sarah Crockett. “Backcountry is a brand that stands for something bigger than the products it sells, and I am excited to fully unlock the unique value that it can offer to the modern outdoor segment. I’m confident that I can help lead the talented teams that are in place to realize the brand’s full potential and achieve meaningful milestones for both our business and the greater outdoor industry.” 

 

For more information, please direct Backcountry media inquiries to PR Director Mackenzie Carroll at mackenzie.carroll@rygr.us.

 

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About Backcountry: Backcountry.com is the premier online retailer of outdoor gear for snow sports, hiking, camping, paddling, biking, climbing, fly fishing, and more, including a wide selection of premium apparel. Backcountry’s mission is to connect people to their passions by supplying customers with the gear, knowledge, and inspiration necessary to find their backcountry. Backcountry does this by curating the biggest and best assortment of premium outdoor products, personalized Gearhead expertise, inspirational content, and fast fulfillment. The Backcountry family of companies includes Competitive Cyclist, MotoSport.com, Steep&Cheap, and Bergfreunde.de, based in Germany.

 

About Backcountry Gear & Apparel: Backcountry Gear & Apparel builds upon the brand’s 23 years of retail and product expertise, as well as insight gained from interactions between its in-house expert team of Gearheads™ and customers. Since 2018, Backcountry has released collections in winter pursuit, mountain biking, climbing, lifestyle, and more. Brand partnerships have been a cornerstone of Backcountry’s product lines, including collaborations with Burton, Black Diamond, GORE-TEX Technology, DPS Skis, and more leading outdoor brands. 

 

About TSG Consumer Partners LLC: TSG Consumer Partners, LLC is a leading private equity firm focused exclusively on the branded consumer sector. Since its founding in 1987, TSG has been an active investor in the food, beverage, restaurant, fitness, beauty, personal care, household, apparel & accessories, and e-commerce sectors. Representative past and present partner companies include Backcountry, SweetWater Brewing Company, Power Stop, Duckhorn Wine Company, Planet Fitness, IT Cosmetics, REVOLVE, BrewDog, Canyon Bicycles, Dutch Bros, Pabst, vitaminwater, thinkThin, popchips, Stumptown, Smashbox Cosmetics and e.l.f. Cosmetics. For more information, visit tsgconsumer.com.

 

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Contact: Mackenzie Carroll

Mackenzie.Carroll@rygr.us

(970) 704-5737 ext. 128

BÖNNIGHEIM, GERMANY (June 8, 2020) – Oronasal (community) masks are mandatory in many communities to help contain the coronavirus.  To be effective, community masks must meet legal and functional requirements. Testing services provider and research partner Hohenstein developed the Hohenstein Quality Label for Tested Community Masks to meet and verify these needs. 
 
While not required to guarantee defined protective functions like medical face masks or filtering facepiece (FFP) respirators, disposable and reusable community masks are still subject to functional claims.  By providing easily understood product information on labels, Hohenstein supports producers in increasing transparency for community mask users.   
 
Breathing comfort is a key criterion for consumers. To meet quality criteria, standardized test procedures verify whether the material used is too dense and will make breathing difficult for wearers. Further quality parameters include washability, proper fit and compliance with legal requirements.  
 
The quality criteria claimed on the label can be expanded by testing for harmful substances according to STANDARD 100 by OEKO-TEX® as an indicator for skin friendly textiles and a cytotoxicity test based on the testing of medical devices. 
 
More detailed information can be found at Hohenstein.US/HQL-Community-Mask.  

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About Hohenstein 

With over 1,000 employees in more than 40 branches, offices and laboratories worldwide, Hohenstein is an internationally oriented testing services provider and research partner in the textile industry. Hohenstein is a founding member and leading provider of the OEKO-TEX® portfolio of services and is certified by the U.S. Consumer Products Safety Commission (CPSC ID #1058) as a third-party, independent laboratory for CPSIA compliance verification. 

In its quest to be an ever-stronger ally, so as not to take space from the very important discussions and protests around racism in America and, in particular, around police brutality of Black bodies, American Hiking Society will suspend its promotion of National Trails Day® this year.  Instead, we will be taking allyship actions, including: amplifying Black voices in the outdoor community; sharing resources on racism in the outdoors that will link back to publications and content authored by people of color; and urging our supporters to call on Congress to pass legislation that provides equitable access to quality natural spaces for ALL. We thank our partners Athletic Brewing Co., Merrell, Sierra Nevada Brewing Co., Popular Mechanics, and others who have supported this decision to re-focus our efforts where we feel they are needed most at this time.

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Founded in 1976, American Hiking Society is the only national nonprofit organization dedicated to empowering all to enjoy, share, and preserve the hiking experience.

Thorlos® and Experia® Brands Licensed

(Statesville, NC – New York – Montreal – June 2, 2020)  THORLO, Inc., the originator of activity specific performance socks, sold throughout the United States and more than 30 countries, is proud to announce that THORLO’s shareholders have entered into a partnership with Strategic Brand Growth, LLC, a Delaware company majority owned and managed by Manorhaven Holdings, LLC, and that the Thorlos® and Experia® brands have been licensed on a worldwide exclusive basis to Trimfit Global, a division of Lamour Group, based in Montreal.  Current Thorlos® and Experia® performance sock brands will continue to be Made in the USA at THORLO’s own manufacturing facilities in North Carolina, assuring continuity of design, quality and delivery.  Lamour plans to grow the existing core brand business in the USA and other countries, and plans to expand the brand reach to new distribution channels and new products through its superior design, sourcing and marketing capabilities.

“My family and the THORLO company are excited to be partnering with such quality organizations as Manorhaven and LAMOUR, and we are particularly pleased to be able to continue to be the makers of the performance sock products that my father invented in 1980 that created what is now a thriving premium sock market worldwide,” stated J. Lynn Thorneburg, CEO of THORLO.

“The Thorlos® and Experia® brands are leaders in the premium sock market and are known for tremendous quality, comfort and protection.  We are thrilled to be part of such incredible brands and look forward to continuing the brands’ strong legacy alongside our industry leading partners, Lamour and THORLO,” stated Zachary Marans, Managing Member Manorhaven Holdings, LLC.

“The Lieberman family is excited to enter into a global license agreement with Strategic Brand Growth, LLC for two of the most iconic names in performance Legwear, Thorlos® and Experia®.  We are humbled and honored to continue the Thorneburg legacy of quality and innovation,” stated Marty Lieberman, Managing Partner of Lamour Group.

About THORLO:
Founded in 1953, North Carolina based THOR•LO, Inc., the originator of activity specific socks, is committed to providing the ultimate in foot protection and comfort for all consumers. Over 35 years of scientific research stands behind the Thorlos® ultimate consumer promise of “Your Feet Will Feel Better or Your Money Back.” All Thorlos® sock products are designed to protect the foot from activity-specific demands such shear/friction, impact trauma, and blistering. THORLO provides its consumers with superior comfort products, which allows them to enjoy their active lifestyles. Run, walk, hike or everyday wear, there is a pair of Thorlos® for everyone, every shoe and every activity. For more information about Thorlos® and Experia® visit www.thorlo.com.  

About Manorhaven:
Manorhaven Holdings, LLC is focused on the investment of firm and outside capital in growing middle market companies.  We seek to make long term investments across a wide range of industries.  Many of our investments are catalyzed by the capital markets and M&A services we strategically offer our portfolio companies, through our investment bank affiliate Manorhaven Capital, LLC (FINRA and SIPC member).  For more information, please visit www.mhavenpartners.com. 

About LAMOUR:
Lamour was established in 1952 as a ladies nylon manufacturer in Montreal, Canada.  Today, Lamour has evolved from a small factory to a family-owned group that invests, acquires and actively manages its wide range of apparel holdings and licenses.  We pride ourselves on our core competencies of legwear, intimates and performance wear.  Our success has been driven through a strong supply chain, a commitment to quality products, company-owned distribution centers and an unwavering commitment to our customers. For more information, please visit www.lamour.com. 

This Saturday—June 6—people in every US state will celebrate American Hiking Society’s National Trails Day®. During the pandemic, people across the country have been realizing and appreciating the powerful health benefits of spending even a few minutes outside every day. Yet, racism rears its head even in the outdoors, evident not only in the fact that people of color, especially Black folks, are often not safe outdoors but also, even if indirectly, in the fact that many Americans lack easy access to natural spaces.  On National Trails Day® 2020 American Hiking will harness the advocacy power of the millions-strong outdoor community to take action, while social-distancing, to preserve trails and help in the fight against systemic racism in the outdoors by calling for equitable access for all to natural spaces.

“During the COVID-19 quarantines, more and more people have been discovering the mental and physical benefits of getting outside in their neighborhoods, to the point of a 200% increase in trail usage in cities across the country. As the millions-strong hiking community that American Hiking represents grows even bigger, so does its advocacy power, and we need that now more than ever. The trails and parks we all value are under-resourced, even as usage is going up. At the same time, 1 in 4 people don’t live within walking distance of a park or other outdoor recreation space and many cannot easily get to recreation areas, partially because of systemic racism,” explains Kate Van Waes, Executive Director of American Hiking Society. “In honor of National Trails Day®, American Hiking is encouraging everyone to take the #NationalTrails Day Pledge to take action (even from home) to preserve trails and help fight for equitable access to quality green space.”

In addition to taking the #NationalTrails Day Pledge, anyone can join the National Trails Day® digital movement and share on social media why trails and natural spaces are important to them. Tag photos with #NationalTrailsDay and @AmericanHiking to be entered into a photo contest with a chance to win one of multiple prize packages of outdoor gear.

American Hiking’s National Trails Day® is made possible by the generous support of Corporate Sponsors – Athletic Brewing Co., Merrell, Sierra Nevada Brewing Co., REI Co-Op, Popular Mechanics, Adventure Medical Kits. Federal Partners include the National Park Service, Bureau of Land Management, Federal Highway Administration, and U.S. Forest Service.

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Founded in 1976, American Hiking Society is the only national nonprofit organization dedicated to empowering all to enjoy, share, and preserve the hiking experience.

Commitment to environmental and social responsibility has been at the core of the Royal Robbins business since the outdoor apparel brand’s inception more than 50 years ago. Royal Robbins’ use of eco-conscious, ethically-sourced fibers, called Manmade Cellulosic Fibers (Tencel™ Lyocell and Tencel™ Modal), is garnering international recognition. Royal Robbins has been named to the Textile Exchange leaderboard and is included in the 2019 Textile Exchange Material Change Insights Report, published May 27, 2020.

“We are very proud to be included on the Textile Exchange leaderboard,” said Kaytlin Moeller, sustainability manager for Royal Robbins. “Textile Exchange Corporate Fiber & Materials Benchmark (CFMB) is a prominent tool we can use to assess our material portfolio and it will help us track our progress on sustainability in the future.”

The Material Change Insights Report provides one of the most data-backed and comprehensive analyses of how the industry is progressing in its shift to preferred materials, as well as alignment with global efforts like the Sustainable Development Goals (SDGs) and the transition to a circular economy.

The 2019 Material Change Insights Report is based on companies’ self-reported data from 2018. Royal Robbins had 18 styles made with Tencel™ Lyocell or Tencel™ Modal in 2018. For 2020, the company has 43 Tencel™ garments in its collection.

About Royal Robbins®
Founded in 1968 by world-renowned climbers Royal and Liz Robbins, Royal Robbins is a leading designer and retailer of outdoor apparel. The brand has gained worldwide recognition for its high-quality clothing and commitment to environmental and social responsibility. It has built a reputation of integrating technical features for consumers seeking performance-oriented garments, but with the style and comfort to cross over into everyday life. Royal Robbins’ collection of men’s and women’s products can be found in outdoor and specialty retail partners throughout the U.S. and abroad. To learn more, please visit www.royalrobbins.com.

About Textile Exchange 

Textile Exchange is a global nonprofit that creates leaders in the sustainable fiber and materials industry. The organization manages and promotes a suite of leading industry standards, as well as, collects and publishes critical industry data and insights that enable brands and retailers to measure, manage and track their use of preferred fiber and materials. With more than 400 members who represent leading brands, retailers and suppliers, Textile Exchange meaningfully accelerates the use of preferred fibers and increases the adoption of standards and certifications across the global textile industry. To learn more about Textile Exchange, visit: TextileExchange.org. Follow us on Twitter at @TextileExchange. 


The MCI report draws on exclusive data provided through Textile Exchange’s Corporate Fiber & Materials Benchmark (CFMB) program, the largest peer-to-peer comparison initiative in the textiles sector with more than 170 voluntary brand participants. The CFMB program fills a necessary industry gap by rigorously analyzing self-reported company data to track the materials sourcing progress of individual companies as well as the industry at large. For more information on the 2019 Textile Exchange Material Change Insights Report, please visit: textileexchange.org.

prAna, creator of the Clothing for Positive Change movement and leader in sustainable, outdoor fashion, is proud to announce it has achieved Level 4, the highest rank as a Leading Performance brand, with mentions in every category in Textile Exchange’s Material Change Index published this week. The index tracked prAna’s reported fiber use in 2019. News of this accomplishment signals to the industry that prAna is well on the way to their goal of 100% preferred fibers usage by 2023.

“I could not be more excited to be part of a brand that realizes that our biggest opportunity for impact is in our materials and is willing to take action,” said Rachel Lincoln, Director of Sustainability at prAna, “using regenerative and regenerated fibers as our foundation, we are softening our impact on the environment and starting to build towards true circularity. I am so proud of the whole Product Creation Team, whose choices have helped us reach the highest rank possible.”

Achieving Level 4 in the Textile Exchange Material Change Index denotes that prAna is pioneering industry transformation and scored a minimum of 75 out of 100 possible points in Materials Circularity, Materials Sustainable Development Goals, Cotton, Polyester, Nylon, Manmade Cellulosics, Wool, and Down.

The report draws on exclusive data provided through Textile Exchange’s Corporate Fiber & Materials Benchmark (CFMB) program, the largest peer-to-peer comparison initiative in the textiles sector with more than 170 voluntary brand participants. The CFMB program fills a necessary industry gap by rigorously analyzing self-reported company data to track the materials sourcing progress of individual companies as well as the industry at large.

The resulting Material Change Insights Report provides one of the most data-backed and comprehensive analyses of how the industry is progressing in its shift to preferred materials, as well as alignment with global efforts like the Sustainable Development Goals (SDGs) and the transition to a circular economy. It builds on Textile Exchange’s Material Change Index (MCI) — a family of indices, published earlier in the year, that tracks individual company progress.  For more information visit  mci.textileexchange.org.

About prAna
Clothing for Positive Change
We inspire you to chase adventure, thrive, and stay active in your unique way. We strive to responsibly outfit those adventures with respect for the planet and its people. We commit to education and exploration in the name of progress so we can all create clothing for positive change. Whether you’re commuting to work or wandering the globe, rest assured we’ve been there and used those moments to design better and sustainably made product. prana.com

Open Sky, a wilderness therapy program nestled in the mountains of southwest Colorado and the canyon country of southeast Utah, is excited to announce the addition of Dr. Coady Schueler, Psy.D to the Clinical Team. Dr. Schueler has nearly thirty years of experience in the field and is most widely known for her work with adolescent girls. 

Dr. Schueler brings a wide-ranging clinical experience to Open Sky, with her extensive background in wilderness treatment, private practice, therapeutic boarding schools, mental health facilities, and other therapeutic settings over the course of the past thirty years. Dr. Schueler is an expert in working with adolescent girls that are well-defended, retractive, and embody their emotions rather than acting out. Dr. Schueler’s work is set apart by her ability to make genuine and empathetic emotional connections with her students.  

“I first experienced the mountains of Colorado when I was 14 years old during an Outward Bound course in Crestone. I’m excited to work with the incredibly skilled Open Sky community here in Durango, where I get to experience all that these mountains have to offer,” said Dr. Schueler. “There is something so powerful about watching students take in the solace and beauty that comes with nature. It was transformational for me as a 14-year-old girl, and I hope it can be for them, too.”

After earning a Master’s degree in Clinical Psychology from Antioch New England Graduate School, Dr. Schueler went on to pursue a Doctorate in Clinical Psychology at the Massachusetts School of Professional Psychology. She focused her research on the impact that sexual abuse has on the way adolescent females conceptualize emotional intimacy. After her studies, she began her career working across a range of fields as both a psychotherapist and as a psychologist. Throughout her experience, her compassion for and commitment to her adolescent clients and their families remained the driving force behind her work. 

“Coady embraces the challenge of working with people in the fire of self-discovery,” says Emily Fernandes, Open Sky Executive Director. “Her passion for collaboration, family work, and wilderness are just a few of the ways she is a perfect match for Open Sky’s holistic, community-centered model. We couldn’t be more thrilled for Coady to join our team as an adolescent girls therapist.”    

Dr. Schueler is originally from the east coast, and prior to moving to Durango, she called Utah home for over 25 years. When she’s not working, she enjoys telemark skiing, mountain biking, and adventuring with her dogs, friends, and son, Ketch. 

To learn more about Dr. Schueler, check out her Q&A on the Open Sky blog. For more information about Open Sky Wilderness Therapy please visit: www.openskywilderness.com. 

About Open Sky Wilderness 

Nestled in the mountains of southwest Colorado and the canyon country of southeast Utah, Open Sky transcends traditional wilderness therapy with an approach that emphasizes treatment for the whole family. By partnering with Open Sky, each family member embarks on a rewarding adventure of self-discovery, learning valuable skills which promote lasting success. The Open Sky clinical approach utilizes the latest in evidence-based clinical modalities integrated with innovative, research-driven mindfulness and holistic healing practices. Therapists develop treatment plans, provide individual and group psychotherapy, and update families each week via teleconference. Students participate in daily process groups and a wide range of experiential activities designed to increase awareness and facilitate healing. 

Life Time, the nation’s premier healthy lifestyle brand which owns and produces the Garmin Dirty Kanza, launches their Garmin Dirty Kanza: Ad Astra Edition weekend, that will kick off today through Sunday, May 31. The Life Time team will bring cycling enthusiasts a virtual weekend “through the stars” highlighted by a virtual expo, which features products, professional athlete videos, family activities and content from Dirty Kanza’s event partners. 

 

The official state motto of Kansas is the Latin phrase “Ad Astra Per Aspera” which translates “To the Stars Through Difficulty.” The motto refers not only to the pioneering spirit of the early settlers, but also is a reference to the seven-year struggle to make the Territory of Kansas a state. Today, the motto comes full circle given the current climate with the COVID-19 pandemic. With that, and through the stars, space (and technology), the team is excited to launch Dirty Kanza: Ad Astra Edition!

 

“Dirty Kanza has a 15-year history of happening on this weekend. We had hoped to be welcoming all of you this weekend to the Flint Hills and to be inspired by you as you accept the challenge of Dirty Kanza and seek to reach to the stars through difficulty. Or in other words, to realize the impossible of conquering your own personal Dirty Kanza challenge. But our Ad Astra experience is one way we can connect and soften the blow a bit until we can ride in the Flint Hills together again,” says Jim Cummins, Dirty Kanza founder and Chief Gravel Officer at Life Time. 

 

“The interesting silver lining to this time is having the opportunity to reidentify how we engage with our participants and spectators. After seeing great success with our DK Virtual Camp in April, we are excited to evolve into the next phase of “virtual” for our Ad Astra event weekend,” says Michelle Duffy, Director of Off-Road Events Marketing at Life Time. “Providing digital opportunities that still build community, give value to our partner and vendor brands, and create unique experiences for our athletes helps us reach our goals as event promoters for Life Time, and also helps fill a void for our athletes and local community, who should be traversing the gravel roads around Emporia this weekend.”

 

The weekend includes a full schedule of events, including everything from exciting product launches and valuable training tips to incredible giveaways and exclusive discount codes from participating partners. Below is an overview of the schedule of events:

 

• Thursday, May 28 – Sunday, May 31: All Things Gravel *Ad Astra* Expo, where users can engage with over 70 unique industry brands, family-friendly activities, and much more!
• Saturday, May 30: #DIYGravel, in partnership with multiple-time DK winner Ted King and his DIYGravel initiative, create a DK experience right outside your front door.
• Sunday, May 31: Klean Kanza! Each year following Dirty Kanza, the team scours the Flint Hills for trash and waste left behind. Let’s all work together to make our backyard playgrounds just a little cleaner.

 

Additionally, expo participants will be able to access a sneak peek of Dirty Kanza’s new membership site this weekend. This will be an online community platform kicking off in June to help Dirty Kanza participants prepare for the postponed race on September 12th. Content will be offered on a weekly basis, offering tips and advice on gear, nutrition, training and other fun entertainment from sponsors and pro athletes.  

 

Registration for the Expo is free and opened today, Thursday, May 28th. For more information, please visit https://dirtykanza.com/dirty-kanza-ad-astra-edition/. To register, head to: https://dk-experiences.mykajabi.com/offers/vxFVrbLE. 

 

The Garmin Dirty Kanza is owned and produced by Life Time, the premier healthy lifestyle brand. It is among more than 30 premier athletic events owned and produced by the company across the nation, which also operates more than 150 athletic resorts and spas in the U.S. and Canada. Life Time strives to produce exceptional event experiences for both participants and spectators as an extension of its Healthy Way of Life philosophy.

 

About Life Time®, Inc.  

As a wellness pioneer, Life Time is reshaping the way consumers approach their health by integrating where we play, work and live – all with the primary objective of helping people lead healthy, happy lives. With more than 150 destinations in 41 major markets across the U.S. and Canada, Life Time operates luxury athletic resorts, owns and produces iconic athletic events and is expanding its brand through Life Time Work premium coworking spaces and Life Time Living high-end leased residences. For more information visit lifetime.life.

 

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