Backcountry, leading online specialty retailer of premium outdoor gear hires Jon Armitage as CMO. Backcountry is backed by consumer-focused private equity firm, TSG Consumer Partners

PARK CITY, UT – The Lancer Group places Jon Armitage as Chief Marketing Officer of Backcountry, the largest online specialty retailer of premium outdoor gear. Backcountry is backed by leading consumer-focused private equity firm, TSG Consumer Partners.

In this new role, Jon will report to the CEO and will be instrumental in the continued growth of the Backcountry brand and those under its umbrella (Competitive Cyclist, Steep & Cheap, and Whiskey Militia), he will be responsible for planning, developing, and executing all strategic brand and performance marketing initiatives. Jon brings to Backcountry a strong background in high-growth online environments as well as a unique blend of creative and metrics-driven marketing.

Most recently, Jon served as Vice President of Marketing at Trunk Club, a disruptive clothing service company, where he was responsible for customer acquisition, retention, and engagement efforts in addition to developing the Trunk Club brand from the ground up.

Jon’s earlier career includes serving as Vice President of Global Paid Search at Expedia where he drove the brand across regional hubs in North and South America, Europe and APAC.

About The Lancer Group
The Lancer Group is a leading retained executive search firm that is trusted by private equity firms, their portfolio companies and public corporations to deliver high-impact leaders. The firm specializes in board-driven search mandates including CEOs, CFOs, C-suite executives and board directors as well as private equity investment professionals and operating partners. The Lancer Group has provided strategic counsel to clients across a range of industries and has particular expertise in technology, industrial, energy, healthcare and consumer markets.

With relationships at over 50 of the top 100 private equity firms, The Lancer Group provides a range of pre-deal private equity advisory services beyond traditional executive search. These services include deal origination, diligence support and introductions to “backable” executives.

Founded in 1998, The Lancer Group is privately held and operates from offices across North America and Australia (

About Backcountry
From its humble birth in a Utah garage in 1996 to its position today as the largest online specialty retailer of premium outdoor gear, Backcountry has remained true to its mission of connecting its customers with their outdoor passions. The company has earned a top position among leading online retailers by steadfastly focusing on what is most important to its more than two million customers: quality and breadth of products, knowledge and empowered service through its Gearheads, lightning-fast fulfillment, and the shared knowledge of its community. The company has grown quickly and is comprised of six brands:,,,,, and

About TSG Consumer Partners
TSG Consumer Partners, LLC is a leading investment firm with $5 billion of assets under management, focused exclusively on the branded consumer sector. Since its founding in 1987, TSG has been an active investor in the food, beverage, restaurant, beauty, personal care, household and apparel & accessories, and e-commerce sectors. Representative past and present partner companies include vitaminwater, thinkThin, popchips, Muscle Milk, Yard House, Stumptown, Pabst, Planet Fitness, REVOLVE Clothing, Smashbox Cosmetics, Pureology, Sexy Hair, e.l.f. cosmetics and IT Cosmetics.

Firm Contacts
Scott Dunklee
(858) 551-1001 Ext. 2860

Michael Misiaszek
(858) 551-1001 Ext. 2868

Liliana Corona
(858) 551-1001 Ext. 2874