Peter Hlynsky, CEO of MEC: The Epic Journey Home - How Canada's Iconic Outdoor Retailer Reclaimed Its Heritage and Charts New Trails

In this exclusive interview, I chat with Peter Hlynsky, CEO of MEC (Mountain Equipment Company), one of Canada's most iconic outdoor retailers. Peter shares his remarkable journey from CFO to CEO over five years at MEC, detailing his passion for the outdoors that initially drew him to the company rather than retail specifically.

MEC's origin story is captivating - it began in the early 1970s, when University of British Columbia students drove to REI in Washington, bought climbing gear, and sold it from their van on campus. This evolved into Canada's premier outdoor retail cooperative with 21 stores by 2020, becoming what Peter describes as "a candy store for the outdoors."

The company's unique employee culture sets MEC apart in the competitive outdoor retail landscape. Staff members genuinely live the lifestyle they sell through "Rad Days" - paid outdoor adventures where employees test gear and bring back real-world experiences. This authentic product knowledge enables staff to provide honest recommendations, sometimes even steering customers away from products that don't fit their specific needs.

Peter discusses MEC's significant transformation from a member-owned cooperative to a private company, maintaining the "member" terminology and benefits that resonate with Canadian consumers. The recently relaunched membership program includes purchase-based discounts, exclusive access to popular store events, and MEC's legendary "rock solid guarantee" - one of the industry's most comprehensive return policies.

A significant development is MEC's return to Canadian ownership after being acquired by private equity in 2020. Peter and Chief Merchandising Officer Chris Beyer joined the new Canadian ownership group, led by Tim Gu, bringing manufacturing expertise that is particularly valuable for MEC's private label products, which comprise one-third of their business alongside branded products from Patagonia, Arc'teryx, and Yeti.

The merchandising strategy balances premium branded products with MEC's highly-regarded private label offerings, providing similar quality at lower prices without wholesale markups. This combination creates a compelling value proposition that competitors struggle to match.

Looking ahead, Peter sees significant growth opportunities as competitors exit the market following the COVID-19 pandemic. Atmosphere closed standalone stores, and regional players shuttered operations, creating organic growth potential. MEC plans opportunistic store expansion in underserved Canadian markets, capitalizing on available real estate from retailer closures.

Peter's retail advice emphasizes focusing relentlessly on core competencies rather than chasing trending business models. For MEC, this means maintaining its specialty outdoor retailer identity through exceptional in-store service, curated product assortments, and a consistent customer experience across all channels.

The episode highlights how authentic brand positioning, employee engagement, and customer-centric policies can sustain competitive advantages in challenging retail environments. MEC's successful transition from a cooperative to a company while preserving its brand values demonstrates effective change management in retail transformation.

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, most recently on the main stage in Toronto at Retail Council of Canada’s Retail Marketing conference with leaders from Walmart & Google.  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, Thinkers 360 has named him on of the Top 50 global thought leaders in retail, RTIH has named him a top 100 global though leader in retail technology and Coresight Research has named Michael a Retail AI Influencer.  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.