Backcountry, a specialty outdoor retailer of gear and apparel, has appointed Girish Satya as Chief Financial Officer of its global portfolio of brands, including Backcountry, Bergfreunde, Competitive Cyclist, Motosport and Steep & Cheap.
Satya is a strategic leader with more than 20 years of financial executive experience. He has led numerous transactions and spearheaded financial and operational improvements for global companies across consumer sectors, the statement said.
Most recently, Girish served as a principal at TSG Consumer Products, Backcountry’s financial and strategic partner. Satya worked closely with Backcountry in his previous role, creating continuity as the brand continues serving outdoor enthusiasts around the world. He joined TSG in 2016 to lead its portfolio operations group, where he helped scale a number of disruptive digital brands, including Backcountry, Canyon Bicycles and the Chemical Guys.
“Girish brings tremendous value to Backcountry’s leadership team,” says Backcountry CEO Melanie Cox. “His institutional knowledge and sharp financial mind will be a great asset to support Backcountry’s continued growth.”
“I’m excited to continue partnering with Melanie and the leadership team at Backcountry in this new role,” says Satya. “The combination of accelerating e-commerce tailwinds and increased participation in outdoor recreation will benefit Backcountry’s online native business model. Backcountry’s unique culture and global scale will position us well to continue pursuing new and innovative ways to engage our passionate customer base.”
Before joining TSG, Satya served as CFO for The Bay Club Company, where he doubled the size of the business and led the successful exit from KSL Capital to York Capital. He’s also held senior financial and operations roles at several private-equity-backed businesses. He started his career at Alvarez and Marsal focusing on corporate performance improvement. He currently serves on the board of Canyon Bicycles GmbH and is the President of the di Rosa Center for Contemporary Art.
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