Episodes

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

    Heritage Alone Won't Save Your Brand with Jon Graden, VP and GM of Marmot
    Jul 14 2026
    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 YouTubeSpotifyApple Podcasts Jon Graden LinkedIn Dan Trapp WebsiteLinkedIn
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    52 mins
  • Business Failure Is Not Personal Failure with Dave Hanney CEO of Alpkit

    Business Failure Is Not Personal Failure with Dave Hanney CEO of Alpkit
    Jun 9 2026
    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 YouTubeSpotifyApple Podcasts Dave Hanney LinkedInAlpkitYouTube Dan Trapp WebsiteLinkedin
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    54 mins
  • Why the Best Leaders Move Faster on Tough Decisions with Georgina Kirby General Manager at Kari Traa

    Why the Best Leaders Move Faster on Tough Decisions with Georgina Kirby General Manager at Kari Traa
    May 12 2026
    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 complexityHiring decisions have a huge impact, and timing matters more than you think Culture and people drive performance more than strategy aloneImposter syndrome is normal even at senior levelsPreparation and clarity are key leadership toolsCareer paths aren’t always linear and that’s okayThe right environment and support system make a big differenceGreat 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 PodcastYouTube Georgina Kirby LinkedInKari Traa Dan Trapp WebsiteLinkedin Subscribe to Sports+Outdoor Mentors for more insights on leadership, culture, and mentorship in the sports and outdoor industries.
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    49 mins
  • The mistakes no one talks about, with Bergans of Norway CEO, Silje Garberg Ree

    The mistakes no one talks about, with Bergans of Norway CEO, Silje Garberg Ree
    Apr 14 2026

    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.
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    52 mins
  • What 20 Years as CEO Teaches Us About Leadership with Martin Axelhed, CEO of Fjällräven

    What 20 Years as CEO Teaches Us About Leadership with Martin Axelhed, CEO of Fjällräven
    Mar 19 2026
    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 29The Arctic moment that set his leadership journey in motionWhy consistency matters more than chasing industry trendsHow Fjällräven expanded from Sweden to more than 70 marketsThe organizational change that failed and what it taught himWhy every employee is encouraged to work in a retail storeWhy 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...
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    1 hr and 1 min
  • Leadership Has a Price | Johannes Jurecka, CEO of All4Golf, Europes largest golf ecommerce store

    Leadership Has a Price | Johannes Jurecka, CEO of All4Golf, Europes largest golf ecommerce store
    Feb 15 2026

    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

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    https://www.youtube.com/@S_OM1

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    1 hr and 12 mins
  • What the Outdoor Industry Gets Wrong About Leadership with Martin Riebel, CEO of Schwan-STABILO Outdoor

    What the Outdoor Industry Gets Wrong About Leadership with Martin Riebel, CEO of Schwan-STABILO Outdoor
    Jan 11 2026

    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

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    1 hr and 1 min
  • Opening up the outdoors and closing the nature gap with Anthony Owosekun, CEO of EMPOCA

    Opening up the outdoors and closing the nature gap with Anthony Owosekun, CEO of EMPOCA
    Dec 21 2025

    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.

    Follow Anthony Owoseku

    https://www.linkedin.com/in/anthonyowosekun

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    https://www.linkedin.com/in/dantrapp

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    57 mins