Reto Aeschbacher Becomes New CEO Of Lenzerheide Bergbahnen AG

Starting in October 2025, an experienced industry professional will assume the role of CEO. With a strong background in marketing, digitalization, and sports, he will bring fresh impetus to the future of the destination. More on this soon.

Lenzerheide Bergbahnen AG will have a new CEO starting in October 2025. Reto Aeschbacher will succeed Thomas Küng, who left the company at the end of April.

The Board of Directors of Lenzerheide Bergbahnen AG (LBB AG) has unanimously appointed Reto Aeschbacher as its new CEO. The 52-year-old Bernese native has held various positions for 29 years, most recently as CMO/CDO at Scott Sports SA. Originally starting his career as an agricultural machinery mechanic, he completed various advanced training courses, gaining a federal diploma in marketing planning and in communications and management. At Scott, he has enjoyed a highly successful career, spanning from Racing and Promotion Manager to Marketing Manager, Marketing Division Manager, Chief Marketing Officer, and Chief Digital Officer. He has also gained extensive national and international management experience and has continuously and successfully expanded his skills. Through these activities, he is familiar with Lenzerheide and many local service partners from countless mountain bike dealer events, promotional events, and racing events.

Felix Frei, Chairman of the Board of Directors of LBB AG, is convinced of the new CEO's abilities: "His track record at Scott over these many years in various roles is impressive. I and the entire Board of Directors are convinced that he is ready for the next step as CEO of Lenzerheide Bergbahnen. He brings precisely the complementary skills to LBB that the Board of Directors was looking for in the job profile. Reto Aeschbacher is a practice-oriented, entrepreneurial personality with a strong track record of success and has in-depth knowledge of brand management, stakeholder management in highly complex environments, leading digital transformation processes, and a highly customer-focused, conceptual, and goal-oriented mindset. He also brings extensive knowledge and connections in the national and international sports and leisure industry."

Reto Aeschbacher is looking forward to his new challenge: "Lenzerheide is a fantastic destination in the Alps, with a strong positioning and a lot of potential. I'm excited to be developing this further with a team, and it fits perfectly with my passion for winter sports, biking, and mountains. The customer experience is paramount. I want to contribute my experience in brand management and customer-oriented thinking and action, and thus become a reliable and innovative service provider with LBB AG."

The position will begin in mid-October 2025, giving Reto Aeschbacher the opportunity to be actively involved in winter preparations.