The sporting goods landscape is shifting fast, and retailers everywhere are looking for clarity, direction and global perspectives. At ISPO 2025, taking place from November 30 to December 2 in Munich, the focus on retail will be stronger than ever. Through a powerful combination of the year-round ISPO Retail Club platform and the on-site Retail International Deep Dive sessions, ISPO brings the world’s most relevant retail knowledge straight to you.

This year’s program will unpack key markets such as the Middle East, the Alpine Region, China, France, Poland – and, importantly, the Nordic Region, presented together with Huginbiz.

Location: Retail & Innovation Stage, Hall B1

ISPO gathers top local experts from the world’s most influential retail markets – all in one place. Instead of flying across continents, you can access first-hand knowledge about consumer behavior, sales channels, market structures and retail dynamics from every key region.

International Retail Market Deep Dive – sharing best practices from the best!

1. Good to know about the Scandinavian sport & outdoor retail landscape

Speaker: Martin Kössler, CEO, Huginbiz, founder of Scandinavian outdoor Group
Martin will outline what makes the Scandinavian sport and outdoor retail environment unique, what the four countries share, and where they differ.
Bio: 30 years of executive experience in the global sports and outdoor industry; former roles at W.L. Gore & Associates, Haglöfs and Bergans of Norway; founder of Scandinavian Outdoor Group; ISPO Senior Associate since 2004.

2. Deep dive into the Norwegian market

Speaker: Trond Evald Hansen, CEO, Norwegian Sports Industry Association
Trond explains why Norway leads the world in per-capita spending on sport and outdoor gear, the structure of its sales channels, and what makes the market thrive.
Bio: Leads an organization of nearly 100 companies across Norway’s sports sector, focused on advocacy and promoting active lifestyles that support industry growth.

3. How to succeed in Swedish outdoor retail

Speaker: Anders Engström, CEO & owner Alewalds
Anders shares insights from Sweden’s most successful independent outdoor chain, covering hiking, cross-country skiing and Nordic skating.
Bio: Anders Engström in the owner & CEO of Alewalds, which has operated for 80 years, runs four stores in Stockholm and Uppsala plus a major online shop.

4. Interactive Q&A panel

The session will finish with an engaging, interactive panel discussion moderated by Martin Kössler. Together with Trond Hansen and Anders Engström, the panel will answer audience questions, exchange insights, and dive deeper into the key topics covered.