Agenda

IT ALL STARTS WITH THE CONSUMER ...

We’re all deeply involved in the day-to-day hustle of outdoor business, but how often do we take a step back and look at everything that we do from the perspective of a consumer?  Without satisfied consumers we have no industry.  For this year’s European Outdoor Summit, we aim to examine what we do through the eyes, needs and aspirations of the target audience who should always be our single most important focus.

ASSESS the situation

Assessing consumers’ needs is an integral part of any successful business.  Not in a one-off ‘now we’ve done it’ sense, but as a continuous process, with an evolving feedback loop that ensures we stay focused on what can really make a difference.  With technology changing so fast, how do you set up an effective insight system that ensures you remain on target?  How do you ensure that this system is sufficiently holistic and covers every single relevant element of a consumer’s behaviour?

FULFIL the demand

Insight and effective assessment are worthless unless you have a business that can use those inputs effectively.  How can you enhance your range of business fulfilment activities to secure satisfied and loyal customers?  You must be able to harness cutting edge developments, speed to market, and deliver availability in line with demand, while being able to fulfil the wider aspirations of consumers, through social responsibility, sound environmental practices or just plain old fashioned, outstanding customer service!  This is where everything really counts.

ACTIVATE the population

Outdoor faces no end of competitive threats, whether that be from electronics, or the ever more sedate life of the 21st century, so finding ways of inspiring our consumers is crucial.  We all know that outdoor activities are fantastic, but are we able to communicate that with enough impact to the many and varied stakeholders who need to be convinced in order for us to be successful?

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While we are choosing to divide our subjects as outlined above and keynote speakers will be lined up accordingly, we aim to ensure that everyone has the option to focus on the areas that they feel are most important to them and their business.  Therefore, we will organise breakout sessions throughout the event that will cover different topic areas.

Please note that this is a draft timetable and will be updated and distributed regularly when speakers, workshops and activities are confirmed. This schedule may be subject to change.

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Registration

Coffee & Network

Welcome

to the European Outdoor Summit 2017

Welcome to Italy

Luca Businaro, President - Assosport & Luca Pedrotti, President - Italian Outdoor Group

THE PURSUIT OF EXCELLENCE

Brian Farley

Are you guided by your mission and your values or are you dependant on circumstances? What do you wish to create in your life and what are you prepared to give to make it happen?
In his keynote, and taking lessons from his own experiences, Brian will inspire and encourage you to live life with passion and develop a growth mindset.
 

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THE NEW NORMAL - Rapidly changing times in the U.S outdoor market

Amy Roberts, Executive Director, OIA

Founded in 1989 and with over 1200 members, the OIA has been a powerful force in ensuring that the US industry is thinking, acting and delivering in a joined up manner.   The news tells us that the political situation in the United States is anything but simple and within this instability are some serious threats to the outdoor sector.  Amy will talk about the challenges as she sees them and the way in which the OIA and the US industry is responding to such rapid change and she’ll look at how the current US President is polarizing attitudes to public lands and how brands are responding by testing their advocacy voice directly with their consumers.  The message is compelling, we as an industry have hard choices to make and the direction we go during this period will have long term implications for all.

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STATE OF THE NATION(S) - Comparing the U.S with what is happening in Europe

Mark Held, General Secretary, European Outdoor Group

Issues facing the brands based / operating in Europe are in many ways very different from those faced in the United States of America.  But this in no way makes life over in Europe any simpler and right now there are fractures appearing that have the power to fundamentally alter the very character and nature of the European outdoor market.  What options do we have and what is the best way of us utilising these?

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Refreshments

& Networking

SUSTAINABILITY AS A SUCCESS FACTOR - It’s measurable

Kai Landwehr, myclimate - The Climate Protection Partnership

The Paris Agreement requires companies and industries to contribute to a low emission society. This requires a comprehensive sustainability strategy with concrete measures for reducing CO2 emissions. An aligned and transparent communication on company’s efforts and milestones has become a brand positioning tool of growing importance. Kai will cover customers expectations and perceptions based on recently published studies and concrete industry cases, followed by a brief overview on tools and strategies for an effective and trustworthy integration of climate protection in business processes.

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Project myclimate and the EOS

myclimate & the EOG have collaborated to off-set 150 tonnes of carbon emissions produced by delegates travelling to the Summit. The value of 150 tonnes is calculated at €3,575 and will be evenly distributed between three projects in Malawi, Nepal and Bolivia

LONG TERM VALUE CREATION - What is it and why should you bother?

Ron Soonieus, Executive in Residence, INSEAD & Managing Partner, Camunico

There are increasing pressures on companies to ensure the creation of value on the long term. In his keynote, Ron Soonieus will discuss what this means, what is driving this and how it can impact your company today and in the longer term.

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Breakout Session: THE FIRST STEP OUTDOORS - from individual pursuits to community experiences

Gabriel Arthur, Editorial Director, NORR Agency
Inge Lissens, Senior Research Director, InSites Consulting

People new to the outdoors no longer go for the individual pursuit of the extreme, highly challenging goal. Instead of training to climb a mountain, they are attracted by other messages and stories, that suit their lifestyle while joining a group of peers for mutual motivation, social contact and friendship. NORR & InSites Consulting explore what is behind this new focus, and highlight a series of inspiring examples on how to encourage new people to step outside.

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Breakout Session: YOU NEED TO BE WHERE YOUR CUSTOMERS ARE - omni channel fulfilment

Christoph Krauss, Managing Director, Benchex

Offline retailers should consider online as a chance rather than a threat, as online plays a central role even in offline purchases. Christoph will provide examples and outlook on omni channel marketing for offline retail organisations.

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Lunch

& Networking

FASHION AND OUTDOOR SITTING IN A TREE K.I.S.S.I.N.G….

Haysun Hahn, Founder, Fast Forward Trending

Clearly, we have passed the point of a simple flirtation between the Outdoor and the Fashion industries, so where are we headed?  A peek into the possibilities for good and the bad challenges ahead.  Will this matchmaking make each other stronger or will it require the Outdoor market to rethink their relationship with their customers?  The proliferation of product categories is at risk, and the inevitable question; is this a forever proposition?  This talk will be about forecasting trends that might affect the outcome.

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THE BLOCKCHAIN REVOLUTION - Decentralisation of Trust and Future Impact Scenarios

Richard Kastelein, Founder Blockchain News & Partner, CryptoAsset Design Group

We are at the 1994 stage of the Internet with Blockchain... it's the Wild West with over a billion euro raised for new Blockchain startups in May and June of 2017 alone. The Blockchain is so much more than an isolated technology -  its power is that it enables people to organize themselves in new and different ways.                            

The Blockchain is about truth. It’s about decentralising trust and taking it from the hands of a few and into the hands of many…. distributed by cyberspace, gamed by code and made honest by algorithms.                                                                                      

It has math. It has computer science. It has cryptography. It has economics. It has political and social philosophy.​ It's not easy to understand - it's highly complex, but it's important to understand because ​it's going to affect all industries including the outdoor industry. How? From payment systems to supply chain and provenance... from privacy to loyalty programmes and more. Richard Kastelein, publisher of Blockchain News and Blockchain Instructor for Oracle will take  you on a journey to help you understand this new phenomenon.

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Refreshments

& Networking

Breakout Session: OPENING UP THE OUTDOORS - How to reach the outdoor novice

Tom Goderis, Managing Partner & Director, InSites Consulting
Sarah Grant, Senior Research Consultant, InSites Consulting

What is really stopping people who like the outdoors, from getting active outdoors? What could motivate them? What do outdoor novices think of outdoors brands, retailers and the industry overall?

InSites Consulting (top 5 globally recognised innovative research agency) has teamed up with the EOG to share the power of consumer insights & to help the industry understand how to tap into this seemingly unreachable market. In this presentation, we’ll share with you the key findings from the 'Outside In' community - a 3-week research project involving new research with infrequent outdoor consumers from Germany, France & the UK.

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Breakout Session: TURNING ORDER TAKERS INTO EXPERIENCE MAKERS

Tom McLeod, CEO & Co Founder, Myagi

- Using technology to support not replace people in retail

In today’s world of commerce, companies’ age old competitive tools such as price, proximity and product are rapidly diminishing as reliable levers for driving business growth. We’ll explore how an emerging breed of company is putting a new spin on an old paradigm to spark a revolution in the way we think about captivating customers and building the next generation of high growth brands and retailers.

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Breakout Session: EXPEDITION 2020 - Strategic decisions based on a verified product footprint

Christoph Centmayer, Sustainability Manager, Bergans of Norway

Christoph’s presentation will look at the key factor to make the best sustainability progress in the shortest time and what it means for a brand; and specifically for a small brand with limited resources. He will discuss why and how Bergans made use of this tool; focussing on their challenges, learnings and how they benefited from the outcomes, offering an insight into the challenges and benefits for SME’s.

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Day 1 Round-Up

Mark Held and Christer Flythstrom will summarise the day's events

Networking Evening

Castello di Roncade is the venue for the European Outdoor Summit networking evening, which is a relaxed and informal occasion; responding to past delegates’ requests for more time to network.

Built in 1490 and boasting 110 hectares of vineyards, Castello Di Roncade is an award-winning winery set in stunning historical gardens situated in the countryside between Treviso and Venice.  The grand villa sits on the ruins of a tenth century castle given to the Collalto Counts by Emperor Otto II. Featuring atmospheric great halls, the castle will give delegates the opportunity to discover one of the most unique examples of living Renaissance architecture in Northern Italy. Delegates will be welcomed with a wine tasting session of the wines produced by the Castle’s farm, followed by a delicious buffet dinner and thereafter ample opportunity to wander and relax in the tranquil grounds.

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