Sports + Outdoor Mentors

Hosted by Dan Trapp

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Oct 2026

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Join our community as we build the definitive content source to inspire and motivate sports and outdoor industry leaders, providing practical career and business insights. We started with a podcast and YouTube channel, and in 2025, we’ll be adding the following: ✳️ Webinars ✳️ Newsletters ✳️ And much more! Click the follow button to keep updated and join the community. You can watch the podcast on YouTube and Spotify or listen to it on your favourite podcast platforms, including Apple and Spotify. Thanks for your support, and see you soon. 🙏

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October 6, 2026Episode 601 hr 17 min

Building the Sports Nutrition Brand Experts Said Was Impossible with Anouck Grau and Chris Bellamy

Sports nutrition is a crowded category. So is there really room for another brand? For Anouck Grau and Chris Bellamy, the answer came from questioning something pretty basic: why does sports nutrition need to be so different from the food we eat the rest of the time? Anouck is a chef, sports nutritionist and former professional snowboarder who spent years making her own food for long rides and runs. Chris approached the problem from a very different angle. After years of relying on traditional sports nutrition, he experienced dental and digestive problems and eventually became pre-diabetic. Moving back towards real food changed things for him, but it wasn't exactly convenient when training. A bike ride and some of Anouck's homemade hummus eventually brought those two experiences together and became the starting point for Yanaa , which stands for You Are Not an Astronaut. In this episode, we talk about why they believe sports nutrition needs to move closer to real food, how they turned Anouck's homemade recipes into something athletes could actually carry and store, and why developing the product took three years and thousands of iterations. We also get into what happens when experts tell you the product you're trying to make isn't technically possible, why being stubborn can sometimes be quite useful as a founder, and the reality of building a business when the product is working, the numbers are moving in the right direction, but the cash runway is getting shorter. Anouck and Chris are very open about it. They're currently in what Chris describes as the classic “valley of death,” trying to prove and grow the business quickly enough while raising the capital needed to keep going. It's a conversation about sports nutrition, but it's also about challenging assumptions, building something genuinely different, and having enough conviction to keep going when the easier answer would probably be to stop. If you're interested in sports nutrition, product innovation, entrepreneurship, or what it actually takes to build a challenger brand in the sports and outdoor industry, I think you'll enjoy this one. EPISODE HIGHLIGHTS [00:00] Meet the founders challenging how we think about sports nutrition [04:28] Why there’s room for something different in sports nutrition [11:13] What Anouck learned from combining professional sport, cooking and nutrition [15:50] Why Chris believes performance can’t be separated from athlete health [26:09] When elite sports nutrition advice stops making sense for everyday athletes [27:28] The bike ride that turned Anouck’s homemade hummus into a business idea [35:10] Why making real food convenient for athletes was harder than expected [41:54] Three years of testing, failed flavours and thousands of iterations [42:42] Why consumer research doesn’t always work when the product is genuinely new [50:45] What it actually cost to take Yanaa from an idea to a launched product [53:00] Where the conviction came from when experts said it couldn’t be done [54:59] The “valley of death” between proving the business and running out of cash [58:41] What building Yanaa has taught them about resilience, people and leadership [01:08:07] What they want Yanaa to become beyond selling sports nutrition [01:10:31] What Anouck and Chris wish more aspiring founders understood KEY TAKEAWAYS Real food and sports nutrition don’t have to be separate things. Sometimes a personal problem is a better starting point than a market gap. “Impossible” can be a useful place to start. Product innovation takes longer than the finished product suggests. Consumers don’t always know whether they want something genuinely new. A good product doesn’t remove the financial realities of building a business. Building something you believe in can require genuine personal sacrifice. Yanaa's ambition goes beyond selling another nutrition product. Dan Trapp is the Founder of Sports+Outdoor Search, a recruitment business, and host of the Sports+Outdoor Mentors podcast. With 30 years of leadership experience in the sports and outdoor industry, he has built and led global teams and, more recently, developed a strong reputation for helping brands and retailers source, assess, attract and retain exceptional leadership talent. Having lived and worked in the UK, Switzerland, France, and Finland, for businesses owned by stakeholders from North America, Europe, and Asia, Dan brings a global lens to every conversation. On the podcast, he connects with industry leaders to share the real lessons, hard-won insights, and career advice shaping the future of sports and outdoor. When he’s not working, you’ll usually find him having fun on the trail, on the water, or on snow with his family. Resources and Links Sports + Outdoor Mentors YouTube Spotify Apple Podcasts Anouck Grau Chris Bellamy Yanaa Dan Trapp Website Linkedin

September 9, 2026Episode 591 hr 12 min

The Hidden Opportunity in Acquiring Legacy Businesses w/ Dips Patel, CEO of KitKing

Most people think entrepreneurship starts with an idea. Dips Patel would probably challenge that. Sometimes the biggest opportunities already exist. They just need someone willing to see the potential, take the risk, and build something better. Dips is the CEO of KitKing , one of the UK's leading teamwear partners, working with grassroots clubs, professional teams, and some of the biggest sports brands in the world. Before acquiring KitKing, Dips spent much of his career inside the sports industry with brands including Canterbury, Speedo, and Pentland. What stood out to me in this conversation wasn't just the acquisition story. It was the way Dips thinks about leadership, opportunity, and building businesses. He shares why he believes acquiring a company can sometimes be a better path than starting from scratch, how he saw potential in a business that had previously failed to sell, and what it took to transform KitKing from what he describes as a "backstreet operator" into a growing partner for major sports brands. We also talk about the leaders who shaped his career, including the impact of working with Charlotte Cox at Pentland, and why great leadership often comes down to trust, communication, and giving people the freedom to execute. Dips also reflects on taking over KitKing just before COVID changed everything, the importance of building a strong culture during difficult periods, and why the best teams in business operate a lot like successful sports teams. There are plenty of lessons here for anyone leading a team, considering entrepreneurship, or thinking about the future of the sports and outdoor industry. If you're building a business, leading people, or simply curious about what it takes to turn opportunity into reality, there's a lot in this one. EPISODE HIGHLIGHTS [00:00] Introduction [00:12:00] From sports industry executive to KitKing CEO [00:13:30] Why sport became Dips Patel’s career path [00:16:00] The unexpected opportunity that launched his sports career [00:21:00] Choosing great leadership over the biggest brand name [00:24:00] What world-class leaders do differently [00:27:00] Why understanding product creates better business leaders [00:33:30] The moment entrepreneurship became the goal [00:38:00] Leaving corporate life and taking the risk [00:40:30] Turning around a struggling family business [00:46:00] Finding KitKing and seeing the opportunity [00:48:30] Why everyone else walked away from the acquisition [00:52:00] Taking the risk and buying KitKing [00:56:30] Acquiring a business 100 days before COVID changed everything [01:05:00] The biggest lesson from COVID: culture [01:10:00] Transforming KitKing from a "backstreet operator" [01:17:00] Building a business with your spouse [01:24:00] Why Dips wrote Grassroots to Greatness [01:31:00] Advice for future entrepreneurs [01:35:00] Why Dips believes you should buy, not build KEY TAKEAWAYS Great leaders create environments where people can execute, not environments where people need constant approval. Career growth often comes from choosing opportunities where you can learn, not just opportunities with the biggest title. Understanding the product, customer, and wider business creates stronger leaders than staying inside one function. Entrepreneurship does not always mean starting from zero. Acquiring an existing business can create opportunities that already have foundations in place. The best opportunities are sometimes hidden behind problems that others are unwilling to solve. Culture becomes most important when circumstances become most difficult. A business transformation starts with changing behaviours, standards, and expectations. Small businesses often have more potential than they appear to have when viewed through the right lens. Building a company requires the support of the people around you, especially when the risks are high. The strongest teams are built around people who can adapt, collaborate, and take ownership. If this episode resonates with you, subscribe to the show, share it with someone building a business or leading a team, and leave a review so more people in the sports and outdoor industry can find it. OUR HOST Dan Trapp is the Founder of Sports+Outdoor Search recruitment business and host of the Sports+Outdoor Mentors podcast. With 30 years of leadership experience in the sports and outdoor industry, he has built and led global teams and, more recently, developed a strong reputation for helping brands and retailers source, assess, attract and retain exceptional leadership talent. Having lived and worked in the UK, Switzerland, France, and Finland, for businesses owned by stakeholders from North America, Europe, and Asia, Dan brings a global lens to every conversation. On the podcast, he connects with industry leaders to share the real lessons, hard-won insights, and career advice shaping the future of sports and outdoor. When he's not working, you'll usually find him having fun on the trail, water or snow with his family. RESOURCES AND LINKS Sports + Outdoor Mentors YouTube Spotify Apple Podcasts Dips Patel LinkedIn: https://www.linkedin.com/in/dips-patel-8641a112/ KitKing: https://www.kitking.co.uk/ Grassroots to Greatness: https://www.amazon.co.uk/Grassroots-Greatness-ultimate-growing-sports/dp/1781338590 Dan Trapp Website: https://sportsandoutdoorsearch.com/ LinkedIn: https://www.linkedin.com/in/dantrapp/

August 13, 2026Episode 581 hr 11 min

Building a Brand That Refuses to Follow the Rules with Ed Bartlett, Founder of Kostume

Everyone says the apparel industry needs to change. The question is, who's actually willing to change how it's built? Ed Bartlett didn't just start another cycling brand. He questioned the entire business model behind how clothing gets designed, made, sold, and if not sold, discounted and potentially destroyed. Instead of warehouses full of stock and constant sales, Costume only makes what people have already ordered. Less waste. Better products. No discounting. It sounds simple, but it's a completely different way of thinking about building a brand. What I loved about this conversation wasn't just the business model. It was hearing how Ed approaches problems. Whether it was video games, art, or now apparel, he keeps asking the same question: Why does it have to be done this way? We also get into bootstrapping versus raising investment, why saying "no" has often motivated him more than encouragement, how therapy changed the way he sees himself as a founder, and why purpose only matters if you're willing to stick to it when it's difficult. If you're building a brand, thinking about starting one, or just wondering whether there's a better way to grow a business without following everyone else, I think you'll get a lot from this conversation. EPISODE HIGHLIGHT [00:00:00] Introduction [00:03:55] How his career in gaming, art, and branding led to founding Costume [00:05:40] Why solving problems has always mattered more than following industries [00:09:30] Bootstrapping versus venture capital and the trade-offs behind both [00:16:55] The role therapy played in overcoming imposter syndrome [00:28:50] Why Ed believes the traditional apparel model is fundamentally broken [00:36:35] How pre-order lets Costume build better products instead of bigger inventories [00:37:10] Why quality starts with fixing the business model [00:44:55] Why Ed wants competitors to copy his business model [00:48:15] Building a brand people genuinely trust instead of marketing to them [01:05:25] Why founders need conviction before chasing growth [01:05:25] What purpose-driven founders should focus on from day one [01:09:25] His vision for changing the apparel industry KEY TAKEAWAYS Great products start with a great business model. Solving real problems creates stronger businesses than chasing trends. Bootstrapping can force better decisions than unlimited funding. Customer trust is earned through consistency, not marketing. Purpose only matters if you're willing to stick to your principles. Small improvements, repeated over time, create exceptional products. Therapy and self-awareness can make better founders. Sometimes being told "no" becomes your biggest motivation. Sustainable businesses need sustainable business models. Industries only change when someone is willing to do things differently. If this episode resonates with you, subscribe to the show, share it with someone building a brand or business, and leave a review so more leaders across the sports and outdoor industry can discover these conversations. Resources and Links Sports + Outdoor Mentors YouTube Spotify Apple Podcasts Ed Bartlett LinkedIn Dan Trapp Website LinkedIn

July 14, 2026Episode 5752 min

Heritage Alone Won't Save Your Brand with Jon Graden, VP and GM of Marmot

Some brands disappear because consumers stop caring. Others disappear because the company stops paying attention. Jon Graden believes the second is far more dangerous. After building his career at iconic brands like Gap and Levi's, Jon stepped into Marmot at a time when the brand had lost momentum. The heritage was still there. The trust was still there. But somewhere along the way, the confidence inside the business had faded. What stood out to me throughout this conversation wasn't a discussion about jackets, product lines, or marketing campaigns. It was how much transformation depends on the people inside the company believing in what they're building. Jon shares why great brands don't need to reinvent themselves every few years. They need to understand what has always made them valuable while having the courage to evolve with changing customers, changing markets, and changing expectations. We also talk about leading long-term transformations, why consistency matters more than quick wins, how to rebuild pride inside an organisation, and why some of the biggest barriers to growth are created by closed-minded thinking rather than limited resources. I also liked how honest Jon was about the reality of transformation. There aren't many shortcuts. You build momentum one decision at a time, and you keep showing people what the future looks like until they believe in it too. If you're building a business, leading a team, or thinking about the future of your brand, there's plenty to take away from this conversation. EPISODE HIGHLIGHTS [00:00] Introduction [00:01:59] Why Jon chose Marmot and saw opportunity in its heritage [00:04:53] The biggest mistake heritage brands make [00:06:43] Lessons from helping rebuild Levi's [00:11:12] What building a bolder Marmot really means [00:13:08] Why transformation takes patience and consistency [00:19:50] Product, marketing, and why every function matters equally [00:24:15] Leading a turnaround and maintaining momentum [00:28:15] Understanding today's outdoor consumer [00:35:05] Why closed-minded leadership holds organisations back [00:35:27] The leadership lessons Jon still carries today [00:40:00] Protecting brand heritage while embracing change [00:47:06] Advice for future leaders [00:48:04] The future Jon envisions for Marmot KEY TAKEAWAYS Heritage creates trust, but it doesn't guarantee future success. Great brands evolve without abandoning what made them iconic. Internal belief often comes before external momentum. Transformation requires consistency long before results become visible. Leadership is about creating energy that others want to follow. Closed-minded thinking is one of the biggest barriers to innovation. Product, marketing, sales, and design succeed when they're accountable together. Listening to different perspectives creates stronger decisions than hiring people who think the same way. Consumers increasingly value versatility over highly specialised products. The strongest brands stay connected to changing customer behaviour instead of looking only inward. If this episode resonates with you, subscribe to the show, share it with someone leading a brand or navigating transformation, and leave a review so more leaders across the sports and outdoor industry can discover these conversations. Our Host Dan Trapp is the Founder of Sports+Outdoor Search recruitment business and host of the Sports+Outdoor Mentors podcast. With 30 years of leadership experience in the sports and outdoor industry, he has built and led global teams and, more recently, developed a strong reputation for helping brands and retailers source, assess, attract and retain exceptional leadership talent. Having lived and worked in the UK, Switzerland, France, and Finland, for businesses owned by stakeholders from North America, Europe, and Asia, Dan brings a global lens to every conversation. On the podcast, he connects with industry leaders to share the real lessons, hard-won insights, and career advice shaping the future of sports and outdoor. When he’s not working, you’ll usually find him having fun on the trail, water or snow with his family. Resources and Links Sports + Outdoor Mentors YouTube Spotify Apple Podcasts Jon Graden LinkedIn Dan Trapp Website LinkedIn

June 9, 2026Episode 5653 min

Business Failure Is Not Personal Failure with Dave Hanney CEO of Alpkit

Most people assume leadership gets easier with experience. Dave Hanney, CEO of Alpkit, would probably tell you the opposite. The problems change. The context changes. The market changes. And every time you think you've found the playbook, something comes along and proves it doesn't exist. Dave has spent more than two decades building businesses in the outdoor industry. He helped scale GO Outdoors from three stores to forty, walked away during what he describes as a purple patch in his career, and set out to find a path of his own. That journey eventually led him to Alpkit , where the highs have been incredible, and the lows have been just as real. What stood out to me in this conversation wasn't the growth stories. It was how Dave thinks about uncertainty. He talks openly about making hard decisions when there isn't an obvious answer, why leadership is a craft rather than a title, and why the failures that stay with him have very little to do with spreadsheets, strategy, or performance metrics. They are the moments when he feels he let people down. We also get into why he believes too many businesses become disconnected from the customers they serve, why customer insight should travel all the way back to the design table, and why some of the biggest opportunities in the outdoor industry come from simply paying attention to how people actually spend time outside. There is a humility in Dave's approach that I found refreshing. The willingness to admit he didn't always know the answer. The recognition that every phase of leadership demands something different. And the belief that when things get difficult, you have to separate business failure from personal failure. If you're leading a team, building a business, or trying to figure out your next move, there's a lot in this one. EPISODE HIGHLIGHTS [00:00:] Introduction [00:06:01] Scaling GO Outdoors from 3 stores to 40 [00:07:39] Why leadership is a craft, not a trait [00:10:40] The accountability that comes with board-level leadership [00:15:28] Why you need to throw your hat in the ring [00:18:34] Risk-taking, family, and having a Plan B [00:20:19] How Alpkit started with a phone call [00:24:01] Seeing opportunities others overlooked [00:27:50] Why observation beats assumptions [00:31:01] Challenging the outdoor industry's seasonal model [00:36:21] Building community beyond products [00:40:49] Making hard decisions when the path isn't clear [00:44:56] Why leadership failures are usually people failures [00:47:19] What the outdoor industry is getting right and wrong [00:52:01] Advice for founders and future leaders KEY TAKEAWAYS Leadership changes with context. What works in growth often fails in crisis. Functional expertise gets you promoted. Broader perspective is what helps you lead. Most career opportunities come from opening doors yourself. The hardest leadership decisions are rarely commercial. They are human. Business failure and personal failure are not the same thing. Every company has its own context. Copying someone else's playbook rarely works. The strongest brands stay close to their customers and the places they serve. Innovation starts with observation, not assumptions. When uncertainty disappears, difficult decisions often become easier. Caring for customers is still one of the most durable business strategies there is. If this episode resonates with you, subscribe to the show, share it with someone building a business or leading a team, and leave a review so more people in the outdoor industry can find it. Our Host Dan Trapp is the Founder of Sports+Outdoor Search recruitment business and host of the Sports+Outdoor Mentors podcast. With 30 years of leadership experience in the sports and outdoor industry, he has built and led global teams and, more recently, developed a strong reputation for helping brands and retailers source, assess, attract and retain exceptional leadership talent. Having lived and worked in the UK, Switzerland, France, and Finland, for businesses owned by stakeholders from North America, Europe, and Asia, Dan brings a global lens to every conversation. On the podcast, he connects with industry leaders to share the real lessons, hard-won insights, and career advice shaping the future of sports and outdoor. When he’s not working, you’ll usually find him having fun on the trail, water or snow with his family. Resources and Links Sports + Outdoor Mentors YouTube Spotify Apple Podcasts Dave Hanney LinkedIn Alpkit YouTube Dan Trapp Website Linkedin

May 12, 2026Episode 5549 min

Why the Best Leaders Move Faster on Tough Decisions with Georgina Kirby General Manager at Kari Traa

The reality of building a career in founder-led businesses and then stepping into leadership yourself. Today’s guest is Georgina Kirby , General Manager at Kari Traa . Georgina is an experienced outdoor industry leader with over 20 years in premium brand-led businesses. She’s built her career across fast-growing, founder-led brands and now leads the instantly recognisable base layer brand, Kari Traa, part of the PE-backed Active Brands. Her background spans senior marketing and general management leadership roles at brands including Icebreaker, Le Chameau, and Bradshaw Taylor, where she has worked across strategy, brand development, and commercial delivery. We talk about working with founders, the energy, the pace, and the freedom that comes with it, but also the challenges that sit underneath that, and how those early experiences shape the way you lead. People and decision-making, especially hiring, getting it wrong, spotting it too late, and what it costs the team. As you move into more senior roles, expectations increase, the environment becomes more structured, and imposter syndrome doesn’t really disappear even at a senior level, but instead becomes something you learn to manage through preparation and awareness. We also spend time on something that doesn’t get talked about enough: balancing ambition with life outside of work. Georgina shares her experience stepping back at points in her career, navigating personal challenges, and what she’s learned about support, flexibility, and the environments that actually allow people to perform well. If you’re leading a team, working with founders, or stepping into a bigger role yourself, there’s a lot in here that will feel familiar. Episode Highlights [00:00] Stepping into leadership while relocating your entire life [02:20] What Kari Traa actually is beyond a base layer brand [05:46] Learning retail from the shop floor at live events [10:38] When founder energy drives chaos and rapid pivots [16:11] Why global leadership is about communication, not language [20:21] The upside and volatility of working with founders [26:29] Moving from founder-led speed to private equity discipline [30:01] Why good leaders fail by not acting fast enough on people issues [33:41] What she would do differently in hindsight (career advice reflection) [35:59] The hardest leadership mistake: keeping the wrong people too long [41:21] The hidden cost of underpricing yourself as a leader [45:05] Imposter syndrome doesn’t disappear, it just gets managed Notable Quotes “The best thing about founders is the passion. The hardest part is managing the emotion that comes with it.” Georgina “You don’t need to be perfect as a leader. You need to create clarity and bring people with you.” Georgina “Imposter syndrome never really goes away, you just get better at managing it.” Georgina “If someone isn’t the right fit, waiting too long helps no one.” Georgina “You can step back in role, but you don’t have to step back in value.” Georgina Episode Takeaways Working with founders brings energy and purpose but also complexity Hiring decisions have a huge impact, and timing matters more than you think Culture and people drive performance more than strategy alone Imposter syndrome is normal even at senior levels Preparation and clarity are key leadership tools Career paths aren’t always linear and that’s okay The right environment and support system make a big difference Great teams are built through diversity of thinking, not similarity Our Host Dan Trapp is the Founder of Sports+Outdoor Search recruitment business and host of the Sports+Outdoor Mentors podcast. With 30 years of leadership experience in the sports and outdoor industry, he has built and led global teams and, more recently, developed a strong reputation for helping brands and retailers source, assess, attract and retain exceptional leadership talent. Having lived and worked in the UK, Switzerland, France, and Finland, for businesses owned by stakeholders from North America, Europe, and Asia, Dan brings a global lens to every conversation. On the podcast, he connects with industry leaders to share the real lessons, hard-won insights, and career advice shaping the future of sports and outdoor. When he’s not working, you’ll usually find him having fun on the trail, water or snow with his family. Resources and Links Sports + Outdoor Mentors Podcast YouTube Georgina Kirby LinkedIn Kari Traa Dan Trapp Website Linkedin Subscribe to Sports+Outdoor Mentors for more insights on leadership, culture, and mentorship in the sports and outdoor industries.

April 14, 2026Episode 5451 min

The mistakes no one talks about, with Bergans of Norway CEO, Silje Garberg Ree

What does it actually feel like to step into a CEO role for the first time… especially when the business needs fixing fast? In this episode, I sit down with Silje Garberg Ree, CEO of Bergans of Norway, to talk about what it actually looks like to step into a CEO role for the first time. We get into the shift from consulting to “real business,” why strategy is often the easy part, and what it really takes to actually make things happen inside an organisation. Silje shares what surprised her most stepping into the CEO role, why clarity is everything, and how quickly you sometimes have to make the hard calls. We also talk about one of the toughest parts of leadership: making decisions that affect people’s jobs and how to handle them effectively. Silje is refreshingly open about the mistakes she’s made along the way, especially when it comes to hiring the wrong people, and why waiting too long to act can cost more than making the wrong call. There’s also a bigger conversation here around culture, trust, and why people, not strategy, are what drive results. If you’re leading a team, stepping into a bigger role, or thinking about it… this one’s worth your time. Episode Highlights [00:00] The reality of stepping into a CEO role [03:29] From consulting to “real business”: What changes [07:29] Why Execution Is Harder Than Strategy [09:44] Letting go of perfection and moving faster [14:37] Big company vs private equity: what actually changes [18:43] The shift from execution to clarity as a CEO [22:53] Why communication is the most important leadership skill [28:01] Making tough calls early (and why timing matters) [31:24] Connecting with Consumers and Driving Industry Innovation [36:38] Why culture and energy matter more than you think [41:40] Trusting your instincts vs waiting for perfect data [47:07] The real cost of hiring the wrong people [50:08] Advice for future female leaders Notable Quotes [07:29] “The hard thing isn’t making the strategy, it’s making it happen.” - Silje [49:48] “Perfection is the enemy of action.” - Silje [45:08] “If you promise something, you deliver. That’s non-negotiable.” - Silje [25:56] “You can’t wait for perfect data, sometimes you just have to trust your instincts.” - Silje Episode Takeaways Strategy is the easy part; execution is where things break down Clarity and direction are a CEO’s most important jobs Hiring the wrong people is one of the most expensive mistakes you can make You can’t wait for perfect data. Speed matters Culture and trust are critical, especially during tough periods Communication builds alignment and momentum Leadership is about people first, always Our Host Dan Trapp is the Founder of Sports+Outdoor Search recruitment business and host of the Sports+Outdoor Mentors podcast. With 30 years of leadership experience in the sports and outdoor industry, he has built and led global teams and, more recently, developed a strong reputation for helping brands and retailers source, assess, attract and retain exceptional leadership talent. Having lived and worked in the UK, Switzerland, France, and Finland, for businesses owned by stakeholders from North America, Europe, and Asia, Dan brings a global lens to every conversation. On the podcast, he connects with industry leaders to share the real lessons, hard-won insights, and career advice shaping the future of sports and outdoor. When he’s not working, you’ll usually find him having fun on the trail, water or snow with his family. Resources and Links Sports + Outdoor Mentors Podcast YouTube Silje Garberg Ree LinkedIn Bergans website Dan Trapp Website Linkedin Subscribe to Sports+Outdoor Mentors for more insights on leadership, culture, and mentorship in the sports and outdoor industries.

March 19, 2026Episode 11 hr 0 min

What 20 Years as CEO Teaches Us About Leadership with Martin Axelhed, CEO of Fjällräven

Becoming a CEO is challenging under any circumstances. Doing it at 29, after a phone call from the company’s founder, is something else entirely. In this episode of Outdoor Voices, host Dan Trapp sits down with Martin Axelhed, CEO of Fjällräven, to explore a leadership journey that began on the shop floor of a retail store and eventually led to running one of the world’s most respected outdoor brands. Martin has spent more than three decades with the company and over 20 years as CEO, giving him a rare perspective on how brands grow while staying true to their roots. Martin shares the story of how his early retail experience shaped the way he still thinks about customers, products, and leadership today. He also reflects on the mentorship he received from Fjällräven founder Åke Nordin and the moment during an Arctic expedition when Nordin asked if he would one day lead the company. The conversation dives into the realities of leading a global brand through decades of change. Martin discusses why consistency matters in brand building, how strong ownership influences long term decisions, and why protecting a clear strategy can be more difficult than creating one. He also speaks candidly about failure, including a centralization effort during COVID that did not work as expected and the lessons the company learned from that experience. Martin also explains Fjällräven’s approach to retail, manufacturing, and product development, as well as the values that guide decision making through the company’s compass of Nature, Well being, Economics, and Society. Tune in to hear Martin’s lessons on long-term leadership, navigating failure, protecting a brand’s identity, and building a company designed to last for generations. Key Takeaways How Martin Axelhed rose from retail employee to CEO at 29 The Arctic moment that set his leadership journey in motion Why consistency matters more than chasing industry trends How Fjällräven expanded from Sweden to more than 70 markets The organizational change that failed and what it taught him Why every employee is encouraged to work in a retail store Why patience and craftsmanship still matter in modern leadership In This Episode: [00:00:02] The mindset of taking action today [00:00:20] Introduction to Martin Axelhed and Fjällräven [00:01:55] Describing Fjällräven in one sentence [00:03:09] 2026 industry outlook and challenges ahead [00:06:26] Leading in a volatile and uncertain world [00:08:36] Lessons from early retail experience [00:10:06] Family influence and entering the business [00:15:04] The Arctic conversation that changed everything [00:21:31] Early ambitions and career vision [00:24:25] The challenge of staying consistent as a leader [00:25:30] Navigating COVID and leadership under pressure [00:27:34] A major failed decision and lessons learned [00:30:43] The most valuable leadership advice ever received [00:34:20] What it takes to stay CEO for over 20 years [00:36:50] Innovation vs consistency in business [00:37:14] The future of manufacturing and supply chains [00:43:09] Managing complex business channels [00:47:44] Living the mission: getting people outdoors [00:50:41] The compass decision-making tool. [00:53:36] Confidence, growth, and mindset as a leader [00:55:38] Three pieces of advice for future leaders. [00:59:10] Martin’s message for the next generation [01:00:25] Next episode teaser Notable Quotes [00:00:02] “One thing that I always bring with me is do it today. Tomorrow it might be too late.” — Martin Axelhed [00:31:49] “Stop doing that. Stop taking away zeros. Because the same second you do that, you lose respect for the money.” — Martin Axelhed [00:31:58] “Keep the zeros. Then you understand the scope and the size of the cost.” — Martin Axelhed [00:48:34] “A mission statement is something that I think you'd really need to live and not just preach, but actually practice.” — Martin Axelhed [56:50] “We have a saying that do not just show how, but know how.” — Martin Axelhed [00:59:12] "We are building this company for the future. Our founder built it for the second generation, now we are building it for the third." — Martin Axelhed Our Host Dan Trapp is the Founder of Sports+Outdoor Search and host of Sports+Outdoor Mentors. With 30 years of experience in the sports and outdoor industry, he has built and led teams across Europe and developed a strong reputation for helping brands find and grow exceptional leadership talent. Having lived and worked in the UK, Switzerland, France, and Finland, Dan brings a global lens to every conversation. On the podcast, he connects with industry leaders to share the real lessons, hard-won insights, and career advice shaping the future of sports and outdoor. When he’s not working, you’ll usually find him skiing, canoeing, or paddling with his family. Our Guest Martin Axelhed is the CEO of Fjällräven, a role he has held for over 20 years, and a 32-year veteran of the company. His journey began on the shop floor in Stockholm, progressing through sales, product development, and country leadership before being personally selected by founder Åke Nordin to lead the brand. Under Martin's leadership, Fjällräven has grown from a Swedish-oriented brand to a global presence in more than 70 markets, while remaining true to its roots in functionality, quality, and outdoor heritage. He is one of only three active CEOs in the outdoor industry with more than 20 years in the role. Martin is known for his long-term perspective, his commitment to consistency, and his belief that true leadership means building for future generations. He is also deeply involved in Fenix Outdoor, the listed group that owns Fjällräven alongside other brands and retail operations. Resources and Links Sports + Outdoor Mentors Podcast Martin Axelhed Fjällräven Fenix Outdoor LinkedIn Dan Trapp Website Linkedin

February 15, 2026Episode 531 hr 12 min

Leadership Has a Price | Johannes Jurecka, CEO of All4Golf, Europes largest golf ecommerce store

In this episode of the Sports+Outdoor Mentors Podcast, host Dan Trapp is joined by Johannes Jurecka, CEO of All4Golf, Europe's leading e-commerce golf retailer. Johannes shares his experience navigating leadership, strategy, and organisational transformation in the sports and outdoor retail space. We explore what it really takes to drive meaningful change inside organisations, from engaging teams to setting clear direction and staying relentlessly consistent. Drawing on his leadership journey, including his previous role as Chief Operating Officer at Globetrotter and his retail operations leadership at Foot Locker Europe, Johannes breaks down the real challenges and opportunities leaders face today. We discuss: - How to build buy-in and align teams during transformation - The importance of clarity and communication over buzzword strategy - Practical approaches to culture change and consistent execution - Insights from retail and outdoor leadership experience - Knowing when to pivot or persevere in leadership Whether you’re leading change or preparing to do so, this conversation offers actionable insights to drive alignment, shape culture, and create real momentum in your organisation. 🎙️ Sports+Outdoor Mentors is a leadership-focused podcast and video series featuring senior voices shaping the future of the sports & outdoor industry. 👉 Please follow us for more leadership perspectives, honest conversations, and industry insight. Follow Johannes Jurecka https://www.linkedin.com/in/johannes-jurecka-17aaa434/ Follow Dan Trapp https://www.linkedin.com/in/dantrapp Follow Sports + Outdoor Mentors https://bit.ly/SOMentors_Linkedin Watch Sports + Outdoor Mentors on YouTube: https://www.youtube.com/@S_OM1 #sportsandoutdoormentors

January 11, 2026Episode 521 hr 1 min

What the Outdoor Industry Gets Wrong About Leadership with Martin Riebel, CEO of Schwan-STABILO Outdoor

In this episode of Sports+Outdoor Mentors, we sit down with Martin Riebel, CEO of Schwan-STABILO Outdoor, to challenge some long-held assumptions about both digital and physical retail, leadership decision-making, and how the outdoor industry adapts to change. Martin shares candid reflections on what leaders thought they knew about brick-and-mortar retail and why some of those assumptions no longer hold true. We explore how consumer behaviour, organisational culture, and leadership mindset must evolve, particularly in an industry that often talks about values, purpose, and sustainability. This conversation goes beyond brand strategy. It’s about: ✳️ Relearning how to listen to customers and teams ✳️ Questioning “industry truths” that no longer serve us ✳️ Leading with clarity, responsibility, and consistency ✳️ Understanding why action matters more than narrative For leaders in the sports & outdoor industry, this is a timely reminder that transformation doesn’t start with trends; it begins with honest self-assessment and the courage to rethink what we believed was certain. 🎙️ Sports+Outdoor Mentors is a leadership-focused podcast and video series featuring senior voices shaping the future of the sports & outdoor industry. 👉 Please follow us for more leadership perspectives, honest conversations, and industry insight. Follow Martin Riebel https://www.linkedin.com/in/martin-riebel-1ab7ba26b Follow Dan Trapp https://www.linkedin.com/in/dantrapp Follow Sports + Outdoor Mentors https://bit.ly/SOMentors_Linkedin Watch Sports + Outdoor Mentors on YouTube: https://www.youtube.com/@S_OM1 #sportsandoutdoormentors