INTERNATIONAL BUSINESS VETERANS
Based in Scandinavia, we are international business veterans, offering a global team of the most well-connected experts in the sport, outdoor, adventure, fitness, and health industries. We are also co-owners of EDM Publications, a leading business intelligence provider in Europe, and of Digital Crew Nordic, helping brands with DTC and digital transformation.
We are proud partners and representatives of leading international trade shows such as FIBO, ISPO, Outdoor by ISPO, PGA Merchandise Show, and Performance Days.
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 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 are further strengthened by its co-ownership in EDM Publications and Digital Crew Nordic.
Huginbiz is an acronym for 'Helping You Grow International Business' AB and a registered trademark. In Norse mythology, Hugin was one of the god Odin's two ravens. Every day, Hugin would fly around the world, returning in the evening to report what was going on, enabling Odin to make wise decisions. Our ambition is to be of similar help to our clients.
MARTIN KÖSSLER
Martin carries three decades of international executive and board positions, giving him 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 on sports and the outdoors.
RACHAEL BLAXLAND
Rachael brings more than twenty-five years of experience 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 over 20 years of industry experience, having worked in key areas such as brand marketing, sourcing, and sponsoring. Her expertise in strategic brand building, consumer trends, and omni-channel communication has earned her the lead role in Huginbiz's communication, marketing, competence, and sustainability programs. Known for her creative storytelling and purposeful content creation, she brings energy and insight to every project.
As a part-time team member with a creative and curious mind, Hanna-Liisa feels most at home in nature – especially when on skis, embracing her passion for the outdoors.
SOPHIE ROSWALL
With decades of experience in the Alpine region and multilingual skills, Sophie’s background in Austria's ski and snowboard industry has connected her with top sports professionals. Her work at the Italian Chamber of Commerce, leading trade delegations, provided key insights into supporting international business development.
She combines cultural and linguistic expertise with a strong foundation in behavioral sciences and transcultural communication, backed by university degrees. This enables her to skillfully navigate the complexities of global markets and provide strategic insights that foster successful cross-border collaborations. Sophie’s ability to connect with people makes her an invaluable asset to Huginbiz and our international team.
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 af both local and global business networks. We are also a part af Make Trades initiative "Sweden an the Go".
We are also members af EOCA, The European Outdoor Conservation Association s 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."