Hitting the Trail to Growth: MEC's Chris Speyer, Chief Merchandising Officer & Equity Partner, and Michele Guimond, VP of Marketing

How does an iconic Canadian outdoor retailer turn a return to Canadian ownership into lasting growth? On this episode of The Voice of Retail, host Michael LeBlanc sits down with Chris Speyer, Chief Merchandising Officer and Equity Partner at MEC (Mountain Equipment Company), and Michele Guimond, VP of Marketing at MEC. They talk candidly about brand trust, merchandising strategy, community building and what it takes to win in Canadian retail today.

Chris traces MEC's journey from beloved co-op to U.S. private equity ownership. In May 2025, a small group of equity partners, including Chris, brought it back to majority Canadian ownership. A proud fellow Ottawa native, Chris returned to Canada after nearly two decades in the U.S., including years as Chief Merchandising Officer at REI. He explains how MEC has refocused on climbing, hiking, camping and backpacking, and why it refuses to out-discount Amazon or Walmart. That discipline is delivering double-digit revenue growth and stronger full-price margins.

Michele, whose background includes Aritzia and Arc'teryx, explains why MEC never lost its "Canadianness" through the ownership changes. She says trust lives in the one-to-one moments between members and expert staff. She shares two powerful signals from the past 18 months: a re-engaged core of loyal members and a fast-growing cohort of new customers choosing MEC for the first time.

The conversation digs into the buy Canadian movement and how consumers really shop it. Canadian origin is a helpful decision filter, but quality, durability, sustainability and innovation come first. Chris spotlights Canadian trail running brands including Norda, Ciele, NAAK and Arc'teryx, alongside MEC's own label. He also unpacks how tariffs and supplier negotiations are reshaping retail buying.

Michele introduces Train for the Trails, MEC's free national community program. It offers digital training guides, expert coaches, and local group runs for everyone from first-time 5K runners to seasoned racers. Chris also weighs in on REI and the future of specialty outdoor retail in the U.S.

The episode closes with sharp holiday 2026 retail advice. Michele urges marketers to win authentically, build relationships instead of transactions and invest in post-holiday lifecycle marketing. Chris makes the case for curated accessories, uncompromising peak-season service and targeted promotions over blanket discounts. He also explains why expert store staff should check AI product recommendations.

And listen for a little breaking news: Chris reveals that MEC is opening a smaller-format store in Whistler Village this November, featuring a curated collection focused on MEC's own label.

Whether you're a retail executive, marketer, merchant or outdoor enthusiast, this is a masterclass in brand trust and purpose-driven growth. Listen now and subscribe to The Voice of Retail for more conversations with Canada's top retail leaders.

Presented by Konek, Canada's Way to Pay. Visit Konek.ca to learn more.

Michael LeBlanc is the president and founder of M.E. LeBlanc & Company Inc, a senior retail advisor, keynote speaker and now, media entrepreneur. He has been on the front lines of retail industry change for his entire career.

Michael has delivered keynotes, hosted fire-side discussions and participated worldwide in thought leadership panels. He brings 25+ years of brand/retail/marketing & eCommerce leadership experience with Levi's, Black & Decker, Hudson's Bay, CanWest Media, Pandora Jewellery, The Shopping Channel and Retail Council of Canada to his advisory, speaking and media practice.

Michael produces and hosts a network of leading retail trade podcasts, including the award-winning No.1 independent retail industry podcast in America, Remarkable Retail with his partner, Dallas-based best-selling author Steve Dennis; Canada's top retail industry podcast The Voice of Retail and Canada's top food industry and one of the top Canadian-produced management independent podcasts in the country, The Food Professor with Dr. Sylvain Charlebois from Dalhousie University in Halifax.

Rethink Retail has recognized Michael as one of the top global retail experts for the fifth year in a row, the National Retail Federation has designated Michael as on their Top Retail Voices for 2025 and 2026. Thinkers 360 has named him on of the Top 50 global thought leaders in retail. If you are a BBQ fan, you can tune into Michael’s cooking show, Last Request BBQ, on YouTube, Instagram, X and yes, TikTok.

Michael is available for keynote presentations helping retailers, brands and retail industry insiders explaining the current state and future of the retail industry in North America and around the world.