Sports + Outdoor Mentors

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

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.
 
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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.
 
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Opening up the outdoors and closing the nature gap with Anthony Owosekun, CEO of EMPOCA

In this episode of Sports+Outdoor Mentors, I sit down with Anthony Owosekun, Founder & CEO of EMPOCA, to explore an essential leadership challenge and opportunity: closing the nature gap and making the outdoors truly accessible.
 
Anthony shares his personal journey into outdoor leadership and the realities faced by Black children and young people across Europe regarding access to nature, environmental education, and outdoor spaces. We discuss how systemic barriers are created, why representation matters, and what genuine inclusion looks like beyond well-intentioned words.
 
This conversation goes beyond programmes and policies. It examines leadership responsibility, authenticity, and the growing disconnect between what organisations say about sustainability and belonging—and how they actually show up. Anthony challenges leaders, brands, and institutions to lead by example, act with integrity, and reconnect people not just to nature, but to each other.
 
This episode is essential listening for leaders, educators, outdoor brands, and anyone who believes that the future of the outdoors must be inclusive, credible, and human-centred.
 
🔔 Subscribe for more conversations with leaders shaping the future of the Sports & Outdoor industry.
 
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Go Further, Lead Smarter: Xavier Le Guen’s Playbook for Career Adventure and Bold Leadership

What does it really take to become a transformative leader in the sporting goods and outdoor industries?
Join us for a vibrant, honest, and actionable conversation as we sit down with Xavier Le Guen, the inspiring leader behind Salomon's Winter Sports Equipment business and a 16-year veteran of the global outdoor sports industry.
Xavier shares the pivotal moments and bold decisions that defined his journey, from jumping across industries and continents to following a mentor's example and learning through both celebrated wins and tough failures.
Discover his secrets to building high-performing teams, recruiting for true potential, and making career moves with courage and purpose.
We delve into what he has learned about sustaining company culture amid rapid change, why soft skills matter more than ever, and how to strike a balance between swift action and thoughtful adaptation.
You'll find hard-earned wisdom on resilience, sustainability in the face of climate change, global relocation, work-life balance, and building a legacy rooted in human connection.
Memorable moments include:
Xavier's game-changing advice: "If you're convinced about something, do it until somebody stops you. Most of the time, nobody will stop you."
Insights from career transitions spanning pharma, FMCG, and outdoor sports. The real story behind moving from expertise into general management, and the humility it takes to empower a team of experts.
Reflections on failures, including owning mistakes and learning to fight for your convictions.
How industry collaboration, sustainability, and strong values drive lasting impact.
If you're aiming to accelerate your career, lead with authenticity, or love a motivating leadership story from the heart of the sporting world, this episode is for you.
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Hunting for the next Sports and Outdoor Unicorn with Armelle Solelhac

Join us for an inspiring conversation with Armelle Solelhac, a visionary who fearlessly pivoted from law to entrepreneurship, and now, to the competitive world of Venture Capital. In this episode, Armelle takes us on her incredible journey, sharing the raw challenges and exhilarating triumphs that led her to build her own VC fund focused on the French outdoor sports and travel industries.
Discover what it takes to spot the next "unicorn" company. Armelle reveals her unconventional investment philosophy, emphasising that success isn't just about a groundbreaking idea, but the obsessive team behind it.
Brace yourself for her bold perspective: "Old ways won't build unicorns." She challenges traditional thinking, offering fresh insights into market trends, the untapped potential of the "silver economy," and why innovation is non-negotiable for future growth.
Armelle also talks about the ability to exercise your freedom of speech, and that is a true privilege. She explores the leadership skills required to speak your truth, even when it requires courage. Tap into your inner voice so you can express your opinions with confidence and leadership coaching.
Whether you're an aspiring founder, an investor, or simply fascinated by disruptive business stories, Armelle's candid advice on resilience, mentorship, and breaking barriers is a masterclass in modern entrepreneurship. Don't miss her powerful message on trusting your instincts and learning from every setback.
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Why NNormal CEO Says the Outdoor Industry is Broken (And How He's Fixing It).

 
In this episode, NNormal CEO Sito Luis Salas shares his honest perspective on the outdoor industry's challenges and explains why his brand is taking a different path forward.
From challenging the dominance of other sports brands to building authentic values in a world of marketing hype, ex-Campers, Sito reveals the uncomfortable truths about brand building that most executives won't admit.
Discover why being "normal" is actually radical, how trail running shaped a business philosophy, and the unexpected influence of ultra-running legend Kylian Jornet on building a disruptive outdoor brand.
Plus, the strategic moves behind launching a company that refuses to play by industry rules.
This isn't your typical founder story; it's a masterclass in disruption from someone who's betting everything on doing things differently.
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From Nickelodeon to Nikwax: Purpose-Driven Marketing insights

 
Get inspired by Laura Ball, Group Marketing Director at Nikwax, as she shares her remarkable journey working with global brands such as Nickelodeon and the Jamie Oliver Group, and her current role as a leader in sustainable outdoor products.
 
She's a perfect example of what "outside of the industry leaders" can bring to the game!
 
In this episode, Laura reveals how she has combined high-performance strategies with purpose-driven storytelling to foster authentic brand growth, through leadership, lessons in adaptability and the unique challenges of transitioning between industries.
 
This episode is perfect for future leaders, marketers, and anyone interested in the ever-evolving outdoor and sports industry!
 
Please like, comment and subscribe to help us reach more people. 🙏
 
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Becoming the first female executive at a 118-year-old company!

Join us for an inspiring conversation with Liz Wilson, a pioneering female leader in the sports and outdoor industry.
 
In this in-depth interview, Liz shares her remarkable journey, spanning 30 years of building world-class products and teams at iconic brands, including Nike and The North Face, and now as the General Manager for Softgoods at the Rossignol Group.
 
Episode highlights:
✳️ Career ambition and progression
✳️ Leadership Philosophy
✳️ Women's Mentorship
✳️ Industry Challenges
✳️ Advice for Future Leaders
 
Whether you're interested in leadership, career growth, or the evolving landscape of the sports and outdoor industry, this episode offers valuable insights and inspiration.
 
Please leave us a review and follow us to help us reach more people. 🙏
 
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The Secret to Standing Out at Work!

In this episode, Cedric Georges, CEO of North Action Sports Group, recounts his impactful career trajectory, beginning with 12 foundational years at Procter & Gamble, followed by his transition to Odlo.
He details how these experiences instilled critical sales, management, and leadership skills, emphasising the importance of continuous learning and embracing challenges.
He also reminds us of the importance of incorporating external perspectives and his commitment to giving back through his leadership role at Outdoor Sports Valley (OSV).
He discusses his hands-on approach to leadership, emphasising the importance of setting a clear vision, executing effective strategies, and fostering a supportive team environment.
According to Cedric, anyone can be a "CEO of their job" by taking ownership and continuously striving for excellence.
If you want to find out how he did it, you must listen to this episode! 📺
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