The outdoor industry faces challenges, yet European Outdoor Group’s Director Christian Schneidermeier believes renewed collaboration – including the return of the Outdoor trade show – and the sector’s heritage of optimism will lead the way.

You started your new role as Director of the European Outdoor Group (EOG) in February 2025, after being the CEO of Ortovox. Compared with your previous brand perspective, what differences stand out most?

“One of my goals is to visit every member headquarters across Europe, and I have already been to many. Of course, much of what I encounter feels familiar after nearly 25 years in the industry. At the same time, I can see more clearly how diverse outdoor companies are – not only in size. Retailers have their perspectives, CEOs have theirs, and sustainability teams can have others.

“I also see that, in recent challenging years, more outdoor companies have focused only on their own needs and agendas. We are lacking a strong community right now. In one way this is natural, but from an industry perspective, our sector really needs to step up. Collaboration is a key skill for future readiness and to be united against the competitors outside of our sector.”

You have also visited many trade shows and business events since you started. What have you learned that you want to bring to the launch of the European Outdoor Week in 2026?

“Successful events create atmosphere and spark emotions. And personal relations are so important! Perhaps even more so today, looking at the geopolitical situation. You need to work with reliable people.

“This is something we have looked into deeply while planning the relaunch of the Outdoor trade show and the European Outdoor Week. How do we create environments where good relations can grow? That was also one of the wishes of the retail side, to have the possibility for personal contact between brands and retailers in an emotional setting with positive vibes.

“At the same time, successful events also need a clear ‘what’s in it for me’ from a business perspective. That is why we have adjusted the dates and the format to better reflect what retailers across Europe are looking for: an overview of the market before the order season starts. And our brand members invest significant money and resources when they take part in a trade show, and they should see a clear return on these investments.”

When it comes to sustainability, there are pioneering companies within outdoor that keep up the momentum. But overall, sustainability has slipped down the agenda. How does the European Outdoor Group address this?

“Again, collaborations are key. The challenges are too large and complex to tackle one by one. At the EOG we can initiate and manage projects, and we have a great team – but our members also need to participate actively. For instance, by providing market data to underline the importance of the outdoor sector when we speak with a common voice to policymakers in Brussels and other politicians.

“Also in sustainability, I believe personal get-togethers are very important, to share insights and ideas. We arrange a variety of opportunities for collaboration. And the Outdoor Impact Summit in Munich in 2025 was very successful and will be part of the European Outdoor Week 2026.”

You have said that there is a negative narrative within the outdoor industry about the current times. This contrasts with the adventurous optimism from when many of today’s outdoor brands were born. How can the EOG contribute to bringing back that positive spirit?

“We must reach beyond our businesses and connect to the greater outdoor community – to make it more inclusive and fun and to bring people into nature, including those who work at brands and retailers. This is one reason why we are launching the European Outdoor Week in connection with the trade show in Riva del Garda, Italy. It will be a joyful event by the lake and in the mountains of this beautiful place.

“This is also true for sustainability. I am absolutely positive that we will overcome these challenging times. We have it in our hands, and our industry can play an even more important role. And for this, we need to collaborate more!”

Lead Image: GiacomoTonoli Photographer
Portrait: Unikat Fotografie / Kathrin Untereichmeier