Colorado-based outdoor retailer and service provider Christy Sports announced the addition of three members to its executive leadership team.

Pete LaBore joins as chief executive officer, Danielle Quatrochi as chief marketing officer, and Mimi Nuelle as chief merchandising officer. The chief marketing officer position is a newly created role.

“Pete’s vision, passion for building customer experience and collaborative team culture made him the perfect choice as the new CEO,” said Dan Galpern, a partner at TZP Group, owner of Christy Sports, in news release. “We look forward to working with Pete and the new team to continue building upon the almost 65 years of getting our customers outside and on the mountain.”

According to the company, LaBore has a history of guiding companies through transformative periods, fostering innovation, and creating value for customers, employees, and stakeholders.

His career has crossed several industries, including over a decade with Backcountry. In his role as chief operating officer at Backcountry he navigated their growth, as well as operational and ownership transitions for the outdoor retail e-commerce company.

“I couldn’t be more excited to be joining the incredible team, heritage and expertise at Christy Sports,” LaBore said. “Christy Sports has a well-respected service-oriented culture for new and returning customers.”

Nuelle brings more than 20 years of merchandising experience to the role. She most recently spent 10 years at Backcountry, where as vice president of merchandising she oversaw all merchandising for the hardgoods, soft goods, and bike businesses across e-commerce and brick-and-mortar stores.

Prior to Backcountry, Nuelle held merchandising leadership roles at Nordstrom (Hautelook) and Overstock.com.

“I look forward to enhancing our customer experience, in-store and on the mountain, through our growing relationships with world class outdoor brands. It is an honor to join this passionate team,” Nuelle said.

Quatrochi brings over 20 years of marketing and direct-to-consumer experience in the active lifestyle industry to Christy Sports. She’s held leadership positions at Nike, Finish Line and Outside.

“Christy Sports was founded in service,” Quatrochi said. “I look forward to continuing that customer-centric approach and elevating the brand’s awareness so a new generation can experience the Christy Sports difference.”

Founded in 1958 and headquartered in Lakewood, Colorado, Christy Sports has more than 60 locations in Colorado, Utah, Montana, and Washington. Private equity firm TZP Group LLC owns the company.

Earlier this year, the company announced it is making significant moves to expand its retail footprint.