00:00:01: Hello and a very warm welcome to Spuzziness Business Podcast by Outtra, the

00:00:05: sports business podcast where I, Kim Scholz, regularly have

00:00:08: the honor of speaking to unique personalities shaping

00:00:12: the sports and outdoor industry. This

00:00:15: business is brought to you in cooperation with Outtra, the digital ecosystem for

00:00:19: the outdoor bike and sports industry. Together, we

00:00:22: look at relevant topics through the lens of brand retailers and

00:00:26: passionate changemakers. Today, I'm especially excited to

00:00:30: talk to David Nordblad. Finally, we planned that for

00:00:33: a while. You are General Secretary of the

00:00:36: Scandinavian Outdoor Group. Hello, dear David.

00:00:40: Hi, Kim. Nice to have you here. You

00:00:44: are described as a professional with deep roots in the outdoor industry,

00:00:48: a fresh perspective with a fresh perspective and a smile that says,

00:00:52: let's move mountains together. So

00:00:55: really excited and super curious. Maybe we start with a short personal

00:00:59: introduction of yourself. Who are you? What

00:01:02: drives you? What does outdoor mean, etc.? Everything beyond your

00:01:07: Yeah, for sure. So I'm turning 40 this

00:01:11: year. I still feel like 25 though,

00:01:15: so I'm not super worried about that. I

00:01:18: live in Åre, in the middle

00:01:22: slash north part of Sweden, a ski town.

00:01:28: Two kids, a dog, just moved to a house as well, so

00:01:33: we're having a good life here. I'm originally

00:01:37: from the west coast of Sweden, from a small island, so I'm

00:01:40: kind of used to small village type of

00:01:44: life, even though this is also a big tourist place

00:01:47: here in Norway. But I like walking

00:01:52: into the grocery store in the off-season and kind

00:01:56: of at least not maybe not knowing everyone personal, but

00:01:59: at least you kind of recognize most of the people in there. And yeah,

00:02:07: And when you said you were raised on a small island, how can I

00:02:11: I mean, it's not crazy small, but it's outside

00:02:15: Gothenburg and it's 1500 people living there. So

00:02:20: most of the people needed to go by boat into the mainland for

00:02:24: work. And so we could go to school there on

00:02:27: my island up to grade six. And

00:02:31: then from seventh to ninth grade, we used to

00:02:34: bridge over to the next island for three

00:02:37: years there. And then gymnasium, we needed to go into the mainland.

00:02:42: So living in the middle of Munich and having houses

00:02:45: all around me, I could spend a podcast just learning

00:02:49: how that was. But we are here as a B2B podcast and we want

00:02:52: to look into the special points for you being a

00:02:55: general secretary for Scandinavian Outdoor Group. And that would be, I

00:02:59: try to focus my next question. So if

00:03:03: we draw a line for your professional career, we would we could

00:03:06: find the headline from sales floor to Scandinavian Outdoor Group as

00:03:09: a journey. Maybe we start on something like a journey. What

00:03:16: Yeah, as you said, I've been in the outdoor industry, working

00:03:21: at an outdoor store when I was studying at the university. had

00:03:27: maybe different plans with university, but

00:03:31: one thing led to another. So I started working

00:03:35: as a sales rep, driving in northern part of

00:03:38: Sweden, selling outdoor stuff for

00:03:43: You are always allowed to mention the brands if

00:03:47: Yeah, as I work with Marmot and Smartpool, Cascade

00:03:51: Designs, and a

00:03:54: few others for a distributor here in Sweden. Living

00:04:01: in Jämtland and Åre, I was connected to,

00:04:06: quite new at that point, started a skiwear brand

00:04:09: called Elevenate. I

00:04:14: joined them doing their sales and

00:04:18: had an amazing time being at the Skiwear brand

00:04:22: in a ski town at an

00:04:26: early stage where a lot of energy went into everything

00:04:30: we did, the products, also

00:04:33: living the lifestyle. like

00:04:37: Yvon Chouinard's let your people go surfing kind

00:04:41: of style that if it was snowing, yeah, then we took you two hours

00:04:44: off and went skiing and worked in

00:04:49: Just for those who just only listen to us and do not see the picture, it's that kind

00:04:53: of smile which makes us as the passionate outdoor people

00:04:58: resonating. So is there, you said you studied, maybe

00:05:01: you can share what you studied and then other parts of your

00:05:07: Yeah, I studied economics and

00:05:10: business economics at the university in Östersund for

00:05:14: three years. And in

00:05:19: one way, I feel like I never really used what I've learned, but

00:05:22: I guess that's the part of the game a little bit that

00:05:26: you actually do it without knowing

00:05:29: it. So being in I've

00:05:33: been mostly working in sales, I took care of sales for

00:05:37: 11.8. And that

00:05:42: led me to the next step, working

00:05:46: for internet stores, or

00:05:49: more specific at Nature, which was the Nordic part

00:05:53: of internet stores at that point, doing

00:05:57: purchase instead. So I kind of moved from one side of the table to

00:06:01: another. which was very exciting and

00:06:05: I learned so much. It's hard,

00:06:11: you see yourself from one angle, I

00:06:14: think, when you're in a situation and I was doing

00:06:18: sales in one way and that's how I am as

00:06:21: a person. doing

00:06:25: persons instead you're meeting tons of salespeople all the

00:06:28: time and you see different way how brands work differently and

00:06:32: how people work differently and yeah that's that's a big learning

00:06:38: And maybe adding as a comment and a question because of the b2b relation

00:06:42: we have in our podcast if you are working

00:06:45: as a rep we always count whether in turnover or indoors maybe you can

00:06:48: share that one for 11.8 because then that also shows how it

00:06:51: is if you work for internet stores as a buyer. and also maybe

00:06:55: responsible for the buying turnover. So we have a little kind of... Could

00:07:01: Maybe you can share what made the 11.8 position

00:07:05: for having that kind of turnover or the specific number

00:07:08: of doors you worked with, because then it also shows

00:07:13: the different perspective on how it is to be a buyer on

00:07:17: Yeah, at 11.8, I mean, we were were

00:07:22: a really small brand at that point, maybe had

00:07:27: 10 doors in Sweden. And then

00:07:32: we worked with distributors or agents in

00:07:35: other countries, of course. But the turnover was really

00:07:42: It was early. It was early. But then

00:07:47: compared to moving to internet stores,

00:07:52: buying from

00:07:56: big brands. And we had a pretty big turnover

00:08:00: at that point as well. So yeah, it was a big difference and

00:08:04: you saw volume in a different way. It

00:08:10: is a premium skier brand. It's not that many pieces compared to

00:08:13: high volume products such

00:08:17: as socks or whatever that we work

00:08:24: Thank you. I was asking that mainly because of the transformation

00:08:28: which is now super important for your role to see all the different angles which

00:08:31: now is the most of

00:08:35: the daily work of the brands you're representing as a

00:08:38: member organization. So maybe you

00:08:41: can say some of the, or you can mention some of the, what

00:08:44: shaped you most in that time. It could be as a sales rep or

00:08:48: being the responsible buying person, something between the soul

00:08:51: of the analog business, as well as the digitalization, which obviously

00:08:55: made a huge step in that time. So what was

00:08:58: the most impressive or shaping things

00:09:03: I mean for me as a person and I put

00:09:08: a lot of trust in people and in a relationship. So

00:09:12: I think that's something that really shaped me

00:09:16: in my role now as well. How

00:09:20: I see brands, how I work with brands. I

00:09:25: really appreciate honesty

00:09:33: I think the thing you wanted to outline, and we had that also

00:09:36: in the prep call, it's always a people's business where you

00:09:40: rely on not only the career part, but you also said

00:09:46: Yeah, exactly. So what

00:09:50: I really learned and how I still work and

00:09:54: act as a person is the relationship between people. people

00:10:00: I met 15 years ago, early in

00:10:04: my career that I can still call any day. And it

00:10:07: would in one way feel like, yeah, we just talked to each other,

00:10:11: even though it's many years ago. So I really put trust in

00:10:14: that relation. And I think it's a

00:10:17: huge value in how doing business that you put trust into each other and

00:10:22: you might work for different brands or retailers or

00:10:26: distributors but in the end game you're still a human

00:10:30: and it's a relationship between people and that's

00:10:37: So you are in your ideal job position

00:10:40: now, I think. So maybe to understand a bit more and

00:10:43: then we head to your personal goals and also to

00:10:47: the Scandinavian Outdoor Group essentials. Can you share

00:10:51: what's the essence? Is it more than a network? Everything I know from

00:10:55: my previous jobs from Scandinavian Outdoor Group, I'm not only a big

00:10:58: fan, but I was a huge supporter in the way I was able to

00:11:01: working for a trade show. So what's in

00:11:04: for our listeners? Can you describe Scandinavian Outdoor Group and everything just

00:11:08: as a small elevator pitch maybe for Scandinavian Outdoor Group?

00:11:13: Yeah, so I joined Scandinavian Outdoor Group

00:11:16: three and a half year ago now and before that I didn't myself

00:11:20: either know that much about Scandinavian Outdoor Group. I

00:11:23: of course seen Scandinavian Village at the trade shows but

00:11:27: I didn't really know what it was all about. And when

00:11:32: I saw there was an opportunity to join

00:11:36: the group and take over

00:11:39: this position, I really

00:11:45: early felt like, yeah, there's so much we can do together. Scandinavian

00:11:49: Outdoor Group is a member founded

00:11:53: organization. So it's founded from a couple

00:11:56: of outdoor brands from Scandinavia. And

00:12:01: the reason for it was to be

00:12:05: able to make yourself seen and show

00:12:09: yourself strong on an international market. So in

00:12:14: a collaborative way, a few brands decided like, should we really

00:12:18: gain market shares on a global scale? We need to do it

00:12:21: together, because we are from small Scandinavian countries here. It's

00:12:26: better if we stay together. We might be competitors in one way

00:12:30: or another, but we're also able

00:12:34: to help each other out. And now we

00:12:39: have about between 60 and 70 members. And

00:12:46: all we do is member funded. So being

00:12:50: part of different projects as we're working, I normally say we

00:12:53: have three pillars. One is sales

00:12:57: and marketing activities, such as Scandinavian Outdoor Awards, Scandinavian

00:13:01: Village, Outdoor Academy. Another

00:13:04: part, which is maybe the most important one, it's

00:13:08: what we do with the network and knowledge where

00:13:11: we host network meetings, we host webinars, courses,

00:13:15: classes, collaborative projects where

00:13:19: brands go together to become better. And then

00:13:23: we have a big part as well, which is the

00:13:26: sustainability part with a sustainability network and

00:13:29: sustainability professionals who Work

00:13:33: as a ball plank or in

00:13:38: one way trying really to push the brands to

00:13:42: be the best as they could. And

00:13:46: all this to make them stronger on the international

00:13:55: Maybe I can add some of the experience I had

00:13:58: was working with the group. Let's start with the first point on

00:14:01: sales and marketing. Can you share, so seeing

00:14:05: everything on the business intelligence part, which were the founder membering

00:14:10: brands and also personalities and all that, I know that there was something really

00:14:15: initiating that for being a group, but

00:14:19: also transferring not only the goods and the soul of

00:14:22: Scandinavian work but also understanding what

00:14:27: difference it could make to work with Scandinavians. This

00:14:30: is what Martin Kassler always told me. So if seeing that in one

00:14:33: part on all levels, so let's start with sales and

00:14:36: marketing. Can you find an example for us? for

00:14:40: the listeners who are maybe not so familiar with Scandinavian Outdoor Group on

00:14:44: project base. So we will start with sales and marketing and then

00:14:47: for the sustainability working group with all the networks, etc. So maybe you

00:14:53: I really like describing Scandinavian Village. It's

00:14:58: a great example where instead

00:15:03: of being a single brand at the huge trade show, Scandinavian

00:15:07: Outdoor Group found a way to organize Scandinavian

00:15:11: Village, which will become an area at the trade show

00:15:14: where brands stay together, having maybe

00:15:19: a bar in the middle, and each

00:15:23: brand pitch in some money each to

00:15:26: be able to serve all customers at the show, coffee

00:15:30: and snacks and whatever. And the reason for

00:15:33: doing that is because Yeah, we

00:15:36: want to gain attraction or attention for the Scandinavian brands

00:15:41: in the Scandinavian village. So this is, it's

00:15:45: impossible for anyone to know who will

00:15:48: gain most out of this concept, but

00:15:52: we all do it together because we know it will help one each

00:15:55: other. And one brand selling shoes,

00:15:59: for example, meeting a great retailer in one country,

00:16:03: have a really easy way to recommend another brand in the village selling

00:16:07: maybe wool clothing or backpacks

00:16:11: or whatever. So it is a way to help each other to develop.

00:16:16: Cooperation first and just to underline the importance on

00:16:24: It's mainly Ispo, the winter show and

00:16:28: it's also always been at outdoor But we have had this Scandinavian village

00:16:32: concept on many different trade shows as well during the

00:16:35: years. So it's a concept that could be

00:16:40: used anywhere and

00:16:44: also in different levels depending on what type and how big a

00:16:49: This is also the sense of my question to enlarge hopefully spreading

00:16:53: the word of your your wonderful way of doing business right. So,

00:16:57: next part you want to share in terms of the networking events. How

00:17:02: can people out of our industry and outdoors globally can bring

00:17:06: themselves in? How do we find invitations? Is

00:17:12: Yeah, most of what we do, we

00:17:16: try to keep it in the group and

00:17:21: We host two big networking

00:17:25: events per year, one in the spring and one in the fall. And

00:17:30: these events are mainly for the brands themselves to,

00:17:36: yeah, in a very relaxed way, get

00:17:40: to know each other. Also maybe learn something during the way from lectures

00:17:44: or classes or so. Also workshops where

00:17:47: we discuss like, yeah topics

00:17:53: that are relevant for the moment and

00:17:58: you can't really join these events in

00:18:02: that sense but we have initiated about

00:18:06: a year ago a partner program so companies who

00:18:10: are in

00:18:13: some way related to the outdoor industry, but you're not

00:18:17: an outdoor brand, and you're not from Scandinavia, so you can't be a part of the

00:18:20: group in that sense. But you might be a big supplier for

00:18:26: brands in the group, or you might be a logistic partner, yeah,

00:18:30: whatever. You can join as an

00:18:34: outside company as well. To

00:18:37: do that, you need to be recommended from members from

00:18:41: the group. So it's not open for everyone. We

00:18:45: keep it really concentrated and

00:18:53: Okay, so collaboration could be one of the stepstones, which comes

00:18:57: to my next question. So next two questions, you

00:19:00: can prepare yourself already in your head. One is sustainability programs and projects.

00:19:04: As we know, This is a real important cornerstone for most

00:19:07: of the Scandinavian brands to be reliant on that one. Where is

00:19:11: the status now? And also, what are the next steps

00:19:14: for the association if it comes to cross-European work,

00:19:18: et cetera, with other associations? So let's start with sustainability. Can

00:19:23: you have a short intro for us? Where is the status from

00:19:27: all the member brands and what does SOG do to

00:19:32: Yes. So on the sustainability side, that's a

00:19:35: part that's been growing the last couple of

00:19:38: years. Mainly, I would say that is because of

00:19:41: regulations being more

00:19:46: and more, how do you say, presented

00:19:50: for the brands and relevant for

00:19:53: the brands. That's a big part of it. But

00:19:57: what we do is to really help

00:20:02: and educate what ways you

00:20:05: should or could move as a brand. We

00:20:08: also put pressure on the brands that you need to make

00:20:12: a climate commitment to be a member of Scandinavian Arts Group. And

00:20:18: all this is because we know how important it is now and

00:20:22: all the brands know it themselves as well, of course. But

00:20:26: to stay in business now, it's crucial

00:20:30: to to really know what

00:20:34: you do and how you do your work with sustainability. And

00:20:38: this is, yeah, our way is to, we

00:20:42: have a network within the group where you can discuss it. We

00:20:45: use different collaborative

00:20:50: groups who work

00:20:53: on specific subjects. We have one now with e-commerce

00:20:58: and sustainability, how we could be better there.

00:21:03: And can you share some parts of that? Yeah. So

00:21:06: it's, uh, we realized like, yeah,

00:21:10: either e-commerce from your, um, mostly from your, from your

00:21:13: own, uh, DTC, uh, platform, but, uh,

00:21:17: of course also with, with the readers who work with, we realized that this is

00:21:20: huge part now where. Since

00:21:26: it's getting a bigger and bigger importance from the brands. Uh,

00:21:30: we found out that, yeah. how could we improve

00:21:34: or how could each brand improve themselves in

00:21:38: this area. So we set up a

00:21:41: five-step webinar with different

00:21:46: topics like could be packaging, logistic in

00:21:49: other ways and so on and so on with

00:21:53: experts in each field and brands could join this this

00:21:59: sprint or this collaborative work. Learn

00:22:04: from that, take that back to your own brand and implement

00:22:08: it in the way that suits you the best. Try to

00:22:11: guide them forward within this specific

00:22:18: This might then already lead to the next one. Is

00:22:21: there a chance, I see when you say the network events

00:22:25: are for the brands only and also, but I would love to hear.

00:22:29: It's all shared. It's all shared with European Outdoor Group. It's all shared with the

00:22:32: French, with the Italian, with everybody, blah, blah. So, um,

00:22:36: concrete question. Do you share that? Because in the climate commitment, when that started,

00:22:40: was that four years or five years ago? Three years

00:22:44: ago. So maybe you can have a short description on that one and what that brought to

00:22:50: Yeah. I mean, we, we felt that should Should

00:22:54: we as an industry exist and

00:22:57: thrive and grow, we also need to do our part. And

00:23:00: as an association, we

00:23:04: have a power to make a difference. And

00:23:09: since this is something all brands or all

00:23:12: companies have to do in one way or another, depending on what you're doing, we

00:23:17: implemented it quite early and that you

00:23:21: need to make a commitment and find your

00:23:24: way forward to reduce your climate

00:23:33: Shared with the industry on European Outdoor Group

00:23:40: Yeah, exactly. And now that's,

00:23:46: as you say, European Outdoor Group doing the same, I know FIAS is

00:23:49: doing the same. So it

00:23:55: And maybe we could use this as an example also for sustainability

00:23:59: and digitalization. Hopefully we can encourage you as industry to

00:24:03: Scandinavian Outdoor Group to share as much as possible. So how

00:24:06: is the community existing right

00:24:10: now? What do you see? Because for all our listeners, just

00:24:14: as a short explanation or introduction on European Outdoor Group, changing,

00:24:19: there is a lot going on which is not

00:24:22: only crucial but also very high perspective driven

00:24:26: for now. Can you do a short intro on what

00:24:30: is association status at the moment for Europe?

00:24:33: So it's you and it's European Auto Group maybe and also for the next steps what

00:24:37: you see and then also for the combination of everything

00:24:44: Yeah I mean as an association we Of

00:24:49: course, follow also our, I

00:24:52: used to call them a bigger brother, European Autogroup. We

00:24:58: really try to use each other. They have projects

00:25:02: and things they are working on that we're spreading to our members. And

00:25:06: in the same way, we also try to use use

00:25:12: what they are doing to help our members

00:25:15: as well. So we really try to help each other as associations.

00:25:19: I also work with the, on the sporting goods

00:25:23: side, Swedish, Denmark and Norwegian sporting

00:25:30: industry associations as well. And yeah,

00:25:34: just to make sure Everyone knows what's

00:25:38: going on. It's so much

00:25:41: that we are doing together and

00:25:45: what's going on in the industry. So staying

00:25:49: connected and helping each other is of

00:25:58: Any concrete values you want to share that would be the right platform and

00:26:02: stage at the moment? Is there something you see, especially today

00:26:05: on the 4th of April 2025, we see back to a week

00:26:09: which was crazy if it comes to geopolitical

00:26:13: and economical situations in

00:26:17: our... Yeah, it's been a

00:26:26: tariffs now who are

00:26:30: implemented for US and

00:26:35: how that's impacting the brands

00:26:38: now. It's crazy and it's a huge impact.

00:26:44: I know a lot of brands took action when there were

00:26:47: tariffs for China, moving productions, et

00:26:51: cetera, to other countries. Now that's being affected

00:26:57: as well. And there were immediately big

00:27:02: reactions on a bigger level on the

00:27:05: biggest sporting brands in the world. And being

00:27:09: a small industry, which we are in one way, it will

00:27:12: have a huge impact. And I guess

00:27:17: as from my point of view, it's important

00:27:21: to be active to really

00:27:25: look over your vulnerability. But

00:27:33: in the same time, also, yeah, use common

00:27:37: business sense, which I'm sure everyone's doing that spread

00:27:42: your risk and be diverse to

00:27:48: stay in a better position, I

00:27:52: Is there any, it's also

00:27:56: then the next question, where do you see 2025 going? What are

00:28:00: the next steps for you as a person and also for Scandinavian Outdoor Group

00:28:03: and are there already concrete measures in place if

00:28:06: it comes to export and all that? What's going

00:28:13: As an organization, we will of course talk

00:28:17: about this situation and business

00:28:21: environment we're all acting in now. Maybe

00:28:25: not guiding, but at least informing of the situations and

00:28:30: what possible solutions or way forward could be. Looking

00:28:35: at another part of the industry with Trade

00:28:39: shows such as Outdoor now being paused. We

00:28:44: found other ways to help our brands to reach

00:28:48: the European

00:28:52: market. So we have a new concept

00:28:56: that's being rolled out right now with the Scandinavian Roadshow

00:29:00: to have order days on facilities where

00:29:04: the brands already have presence in many ways. such

00:29:13: Ideally share, we do that in the show notes afterwards as well, but maybe

00:29:24: Not sure that is. Yeah, and

00:29:28: we do it in the show notes as soon as it's there. And yeah, sorry for

00:29:31: interrupting you. So the question was, where do we see what's what's

00:29:35: Yeah, I mean, in this

00:29:39: year is, is and will be a

00:29:45: tough one for for many, even before the

00:29:49: last week's tariffs. It's

00:29:53: looking at the global markets. Central

00:29:57: Europe, Scandinavia, it

00:30:02: is tough. You don't see an increase in power

00:30:06: purchase. So for brands to really

00:30:12: grow and gain market

00:30:16: shares, you need to find other places such as Asia,

00:30:20: for example, still stronger. The US

00:30:23: now is super shaky. And also

00:30:28: going into other type of business segments, I

00:30:31: would see as the way forward for some brands. In

00:30:35: our group, we have a few brands who work on

00:30:39: the military side

00:30:42: as well. And of course, they are affected in another way now with

00:30:47: all resources being pushed to that direction.

00:30:50: So even though the outer parts are weaker,

00:30:54: they can stay in good business health with

00:30:58: a leg in the military industry

00:31:02: Trying to

00:31:06: not commenting on that. So is there anything you,

00:31:10: before, so we move to a quick fire in a minute.

00:31:14: Before that, is there anything you want to share how other

00:31:17: brands from the European sector or individuals can support

00:31:22: Scandinavian Outdoor Group or share what the

00:31:25: values are from Scandinavian Auto Group. Is there anything you want to share with

00:31:32: I would say the value of helping

00:31:36: each other out, being collaborative, being helpful is

00:31:39: something that will help everyone in the long run. We are

00:31:42: a small industry in the bigger picture. So

00:31:48: help each other getting people outside, especially

00:31:52: young people, I would say that's something that would gain

00:31:57: Okay, thank

00:32:01: you for that. So ready for the quickfire. All right. It

00:32:05: is all under the subline, how

00:32:09: could this happen to me? So it's a little bit of quick, spontaneous,

00:32:14: honest, of course, David. First, what

00:32:18: question is, it's always a question of translating this

00:32:21: word, which, so, the most embarrassing, in

00:32:24: brackets, could also be funny, could also be challenging, could be inspiring, business

00:32:30: Oh, most embarrassing business moment. I

00:32:36: don't know, really. What just pops up into

00:32:39: my mind is being a young

00:32:43: sales rep trade shows, maybe having

00:32:46: a little bit too much fun in the evenings and maybe

00:32:50: being a little bit weak during the next day. That's

00:33:02: Surprise? I

00:33:06: don't know if it's a surprise but when pandemic

00:33:12: happened and all brands were going D2C

00:33:19: and everything was online. And

00:33:24: then you realize a few years later that, oh

00:33:27: yeah, okay, maybe we wasn't that strong online and

00:33:31: in our D2C, we also need to rely on

00:33:35: a retail environment, which is maybe not surprising, but

00:33:39: still, very interesting how we

00:33:42: people work or think or act as

00:33:47: a pendulum swinging back and forward, like with running shoes.

00:33:51: At one point, they're super thin and minimalistic. A few

00:33:54: years later, they're huge and super cushy and

00:33:58: big, and maybe you'll land somewhere in between in

00:34:03: Product-driven, interesting. Your most outstanding idea?

00:34:09: Oof, outstanding ID. I'm

00:34:16: not sure I have one that's outstanding

00:34:23: You should ask your colleague and friends maybe. Yeah, maybe. They're from

00:34:27: the same position, is there something? Yeah. We

00:34:31: skipped that one. Yeah, we skipped that one. I

00:34:35: asked them at the end. Your craziest journey you've

00:34:39: ever been on? It could be private, professional or personal or

00:34:48: A journey like a travel or a journey like an experience or a journey like,

00:34:52: wow, how could that happen to me in this position or

00:34:57: Yeah, getting kids for

00:35:01: sure. That's the journey of itself, which

00:35:15: Deciding to stay in the outdoor industry. For

00:35:18: a while I was thinking that maybe the grass is greener somewhere

00:35:22: else. I felt like, yeah,

00:35:25: maybe I should find a job in another industry. But

00:35:29: then realizing like, having a

00:35:33: job where you at least, I mean, every day is not

00:35:37: a fun day, maybe, but you have a passion for what

00:35:40: you're working with, and the privilege that is

00:35:43: actually to have that and feel that it's, that's

00:35:53: one thing or two or three you have done to make the world

00:36:03: I wouldn't say I've done it, but my most special

00:36:11: memory I have from a work at any point was because

00:36:18: of a tragic situation and Yeah,

00:36:23: scary and sad. But when Russia

00:36:27: entered Ukraine, immediately,

00:36:32: it started with one brand reaching out like, to

00:36:35: me, and I was quite new in this position as well. But they

00:36:39: reached out to me and said, like, we want to help. Could

00:36:42: you, do you know any way we could help? And

00:36:49: yeah, immediately after another brand reach out, like, yeah, we want

00:36:52: to help. So we decided that let's try

00:36:55: to find a way where

00:36:59: we organize the help from the brands from the industry

00:37:03: in Scandinavia. And yeah, that's That

00:37:08: was really emotional and also felt for the

00:37:11: first time, really, that we really made a change, maybe

00:37:14: a small one in a bigger picture, but still we made a change and were

00:37:18: able to ship a lot of products to help

00:37:28: Your most inspiring moment for business and

00:37:32: it could be any person, could be any progress, could

00:37:35: be the last question maybe as well. So is there anything else you

00:37:40: I mean there's a

00:37:43: ton, there's a lot of people that I really get

00:37:48: inspired off or appreciate

00:37:53: as a person and how they do

00:38:03: Do you want to recommend a book, a podcast or a

00:38:07: film or anything else that inspired

00:38:12: It's a podcast called Acquired. It's

00:38:17: a very well-known podcast for many, but

00:38:21: if you haven't listened to it, you

00:38:25: should really do it. I'm very

00:38:29: interested in brands and how

00:38:33: they work and how they make themselves look. So

00:38:36: there's a few episodes from the luxury

00:38:40: industry with Hermes and Rolex

00:38:44: is a late one as well, but a few others like Nike

00:38:48: and each episode could be like five hours,

00:38:52: but don't get scared of that. Find a brand

00:38:57: or a an episode that might

00:39:01: be interesting for you and you will be amazed on how good

00:39:09: Thank you. So are you ready for your outstanding idea? Is there one

00:39:14: I haven't really... So

00:39:25: So how can people get in touch with you, David? What's the best way?

00:39:31: Yeah, you can find all my contacts are on our website with

00:39:34: my phone number and email. You can also find me on

00:39:37: Instagram. It's David Norberg. And

00:39:42: yeah, call me. I'm like in

00:39:45: between. We briefly talked

00:39:49: about it between analog

00:39:53: and digital, I would say, but I'm kind of more

00:39:57: to the analog ways in many ways. I like to pick the phone

00:40:03: We discussed that also a lot with the colleagues between generations.

00:40:07: So if there is anything else you want to share with your audience

00:40:10: who listens and watches you right now, is there anything else you did

00:40:13: not mention which is important for you and the outdoor industry and also Scandinavian

00:40:19: Um, I mean, we have definitely mentioned it, but

00:40:22: still like be collaborative and, uh,

00:40:26: help each other out that will gain, uh, uh, everyone.

00:40:31: And, uh, also be kind and,

00:40:35: uh, make sure you have fun. Uh, it's really important

00:40:39: both in private life, but also in business

00:40:43: and, um, it's, uh,

00:40:47: It's something that will help you and everyone as well. And

00:40:59: No, not really. I

00:41:05: felt really calm actually, even if it's hard. But

00:41:09: I think

00:41:12: I was nervous in the right amount. It's always good to be

00:41:17: Absolutely. So please keep in mind, ideally, we find another

00:41:21: moment in autumn this winter to share what's going on

00:41:24: because spreading the word from the Scandinavian brands and from our

00:41:27: industry towards that inspirative part of

00:41:31: the businesses and associations. Let's try to head up

00:41:34: as soon as possible. Also, we could discuss sustainability deeper. We could discuss

00:41:37: trade shows deeper. We could discuss everything. But this is the first step

00:41:41: bringing you to public as a voice for the wonderful brands in Scandinavia.

00:41:45: Thank you very much for that. It's been a pleasure. Thank you. And

00:41:49: we see each other soon. Greetings

00:41:53: to all the member brands, please. Thank you. Bye.