a global team

Led by Martin Kössler, Huginbiz founder and CEO, our mission is to support meaningful businesses to grow international business. Martin is internationally recognized globally as one of the best connected and most experienced executives in the sports- and outdoor business. Together with his colleagues in Scandinavia and Munich, Huginbiz’s experience, competence and global network of industry experts are unmatched. The Huginbiz global team and network is complemented by its co-ownership in EDM Publications and Digital Crew Nordic.

Martin Kössler

Martin carries three decades of international executive and board positions and giving a unique industry understanding and a global network of relations. His experience includes International Key Account Manager (Gore & Associates), International Sales Director (Haglöfs), Founder and General Secretary of the Scandinavian Outdoor Group , ISPO Senior Associate, Chairman of the Board at Bergans of Norway, Board member of Nasdaq-listed Polygiene and USWE Sports.

Martin also served on the board of the Swedish Export Trade Association, founded and led an ISPO China Market Introduction program since 2007, and led several international cluster programs.

Privately, Martin spends most of his time with sports and outdoors.

Rachael Blaxland

Rachael brings more than twenty-five years to clients as a project manager with vast experience executing projects within the meeting and events industry. An integral part of Rachael´s work is initiating and nurturing cluster cooperation between our customers to facilitate market entry and growth in new markets. Additionally, her broad network in the sports industry as a Nordic representative for numerous international sports trade shows, including ISPO, FIBO & PGA Merchandise Show, allows her to support client value and growth. Originally from “Down-Under”, Rachael has adapted well to Scandinavia´s outdoor playground where she spends most of her spare time.

Hanna-Liisa Erkheikki

Hanna-Liisa brings more than 20 years of industry experience. She has worked in the most critical brand departments, including sourcing, brand marketing, and sponsoring. Her experience in strategic, conceptual and tactical brand building, as well as analytical understanding on consumer trends, is highly appreciated by her clients. Her visual eye and omni-channel communication skills, combined with a natural talent for storytelling and purposeful content creation earned her the lead role of Huginbiz communication, marketing, competence and sustainability programs.

Hanna-Liisa is an energetic, part-time team member with a creative and curious mind. She feels most at home far out in the nature, preferably with any kind of skis under her feet.

Sophie Roswall

Sophie’s decades-plus experience originates in the ski and snowboard industry in Austria providing her exceptional grounding and a wide network with sport professionals. She then spent five years with the Italian Chamber of Commerce serving businesses in northern Italy, leading trade delegations abroad, which gave her valuable insights how to efficiently support and promote business development. There, she was the backbone behind many successful trade missions and delegations resulting in her being an ideal team member and contributor to the Huginbiz approach.

proud members

At Huginbiz we are proud members of Make Trade, an international platform and non-profit membership organisation that enable businesses to expand internationally and make better use of both local and global business networks. We are also a part of Make Trades initiative “Sweden on the Go”. 

We are also members of EOCA, The European Outdoor Conservation Association as we share their vision: “The outdoor sector and the millions of people who enjoy the great outdoors are active champions for the conservation of nature and wild places”.

Make trade eoca


Huginbiz is an acronym of ‘Helping You Grow International Business’ AB and a registered trademark. In the Nordic mythology, Hugin was one of the god Odin’s two ravens. Every day Hugin would fly around the world, to return in the evening and report what was going on. This way Odin could take wise decisions. Our ambition is to be of similar help to our clients.

our clients cases

news, tips and INSIGHTs

Get our monthly essential executive briefing. It also contains essential international market and regulatory updates, upcoming trade events, relevant seminars, priority tools and resources to help you grown your business, plus, “HugInsights”, exclusive insights and intelligence briefing gathered and shared by our CEO, Martin Kössler and the Huginbiz global partner team.