This is the question I probably get asked most. European Outdoor Group is the association for the European outdoor sector. And by sector I do not only mean brands. We try to represent the whole outdoor value chain, starting from suppliers and producers to service providers, retailers, and of course brands. We see ourselves as the voice of the outdoor industry. We try to lobby for the interests of our group and we are the platform for collaboration. Collaboration is one of the most important skills you need to be successful, which is why we want to facilitate it in order to support our members to reach potential and profitable business worldwide, and a business which also gives back more than we take to people and planet.

How do you see the current situation in the outdoor industry?

We as the outdoor industry should not complain because we had pretty good times during the pandemic with lots of success and good business. But since the pandemic we had some really rough water. Different aspects came into our business which made it difficult to navigate in the last years.

One example for this complex situation was the development around the trade shows. We experienced a kind of downward spiral with the outdoor show. That was one of my first decisions when I took over last year: to make a pause in order to take a step back and rethink what we really need to support the industry in the best way. It makes no sense to have a trade show nobody is really positive about. The goal was to bring back positive effects and positive support for the whole sector.

What is the idea behind the European Outdoor Week in Riva del Garda?

We knew that we had to do something completely different and not just change a few things here and there. The European Outdoor Week represents this new idea. We will celebrate it for the first time in Riva del Garda in Italy in the middle of May. At the core of this European Outdoor Week is the Outdoor trade show, but we also want to take forward the good things we had in the past, like the celebration of the outdoor lifestyle and the atmosphere when everybody came together and worked together. Riva del Garda is one of the best spots to really be active outdoors, which makes it a great place to combine all these elements.

What are the different elements of the European Outdoor Week?

We start with an Outdoor Impact Summit covering important topics around sustainability. Then we will have a membership meeting of the European Outdoor Group. In the core is the Outdoor trade show, together with activation days where people can get out and test products. We work together with MagNet, who have been organizing the Outdoor and Running Business Days in Riva for the last years. Another important part will be the European Outdoor Award. The award ceremony will take place the evening before the trade show starts.

What is the idea behind the European Outdoor Award?

My personal vision is to work towards an award which will be the one and only award every company in the outdoor sector wants to win one day. The award should offer orientation to retailers and consumers. It should show trends and help people to navigate through the many products and brands out there. With the award we also want to generate more interest and awareness for outdoor brands and products and have stories we can tell to engage people in outdoor lifestyle.

What role does communication play in the award concept?

The benefit of such an award is also to be able to talk about it. This requires proper communication. We concentrate on offering a communication package that really delivers value for the participants and especially for the winners. We will use the award for communication throughout the whole year, not just during the days of the show. The winners can expect a return on their invest because the communication reach will be high.

Who can participate in the European Outdoor Award?

We invite everyone who is playing an active role in the European outdoor market and community within their respective categories.

What are the categories of the European Outdoor Award?

On the product side, we cover the core outdoor activities:

In addition to product categories, we also highlight community-driven categories, including:

Overall, the award concept reflects the outdoor community in a holistic and inclusive way.

How is the jury composed?

The jury will be independent and cover different perspectives of the outdoor community. We will have journalists, sustainability experts, retail specialists and also the consumer side represented. And I will be a part of the jury as well. Transparency in the judging process is very important for us.

Christian Schneidermeier

Director, EOG

Regina Henkel

Journalist

Andi Spies

Journalist

Ralf Kerkeling

Journalist

Prof. Dr. Martina Wengenmeir

Journalist

Who is behind the European Outdoor Award?

The European Outdoor Award is an initiative of the European Outdoor Group, representing the entire outdoor value chain across Europe. For the development and execution of the award, EOG partnered with MPM AG, an experienced agency with a strong track record in creating and managing high-quality industry awards, including their long-standing involvement with formats such as the ISPO Award and previous outdoor awards. The project on MPM’s side is led by Florian von Stuckrad, who brings extensive award expertise and ensures a professional, transparent, and high-quality process.