INSIDERS with Christian Schneidermeier
Director at European Outdoor Group
Christian Schneidermeier spent 25 years at Ortovox, building the iconic mountain sports brand from a niche product into an industry reference. Last year, he took on a new challenge as Director of the European Outdoor Group (EOG), the pan-European organization that brings together brands, retailers, and stakeholders across the outdoor sector. In this INSIDERS interview, Christian talks about EOG’s role as an industry platform, the SDEX initiative that’s changing how sustainability data flows between brands and retailers, the comeback of trail running, and the relaunch of the European Outdoor Week in Riva del Garda, an event he’s transforming from trade show into outdoor festival.
Hi Christian, so glad to have you with us today, thanks a lot for making the time! After 25 years at Ortovox, what made you want to take on the challenge of leading the European Outdoor Group?
After 25 years of being part of the Ortovox family, I felt it was time for a new perspective. I had known EOG for many years through my work at Ortovox, we were members, and I always knew it was a very important part of our industry. So the idea of not just representing one brand, but representing multiple brands and the entire sector, and genuinely trying to help build a good future for the whole industry, that motivation was really strong for me.
When you were on the other side of the fence as a member at Ortovox, what was the main value you got from EOG?
First and foremost, EOG is a community. It’s the platform that offers a space where people come together to talk and discuss the challenges they face in the sector. Without that space, everyone is struggling on their own. I’m totally convinced that a strong community helps all of its members, especially in times of crisis. Only a strong community can help you be resilient. EOG is the organization that can best deliver that platform for the whole sector, and I’m absolutely convinced we need it.
A strong community can help you be resilient. EOG is the organization that can best deliver that platform for the whole sector."
What are you most proud of in terms of EOG's contribution to the outdoor industry?
I only joined EOG last year, so I can’t take personal credit for much yet, but I’m proud of what the organization has already built. And there’s one project in particular that really shows what EOG is capable of: the Sustainable Data Exchange, or SDEX.
It started because regulations were increasing and communication around sustainability data was becoming more and more important to consumers. Retailers started collecting sustainability data from brands, but every retailer was doing it differently, so brands kept being asked for the same information in ten different formats. The need became obvious: we needed a shared system. So EOG partnered with the German BSI Association, brought brands and retailers to the same table, aligned them on the data needed, and built a platform where brands input their data once and retailers can pull it directly. You only have to do it once, not 10 or 20 times for individual cases.
We’re now working on SDEX 4.0, because the data and the market keep evolving. But this is for me a perfect example of how EOG can bring real, concrete value, not just to brands, but to retailers too. We’re all in the same boat, and we can only thrive if we cooperate.
How can someone get involved with SDEX?
Anyone interested, brands, retailers, wholesalers, can visit our website at europeanoutdoorgroup.com. We’ll be updating the SDEX section shortly with all the information needed to get started. And importantly, you don’t need to be an EOG member to participate. We’re here to support not just our members, but the entire sector.
What are the major trends you're seeing in the industry right now?
The industry is still feeling some of the aftereffects of COVID. We were lucky during the pandemic, so many people started going outdoors and buying outdoor products, which created a real peak in business. That peak was then followed by a significant decline, and some of that hangover is still with us. But we’re absolutely confident that people will never stop moving outdoors, and we believe the industry is coming back to full strength.
The biggest trend we’re seeing right now is running, and trail running in particular. Events are growing every year, communities are growing every year. And the broader desire to be active outdoors is returning strongly, especially tied to wellness and the wish to stay healthy. So no, I’m not concerned about the future.
There's also the rise of "gorpcore", outdoor gear becoming fashionable in cities. How does the outdoor industry relate to that trend?
It’s a really interesting topic, because we are outdoor, we are not fashion. And I want to make that distinction clearly. Our approach to products, especially apparel, is fundamentally different from the fashion industry’s. We don’t want to be part of a cycle where you sell as much as possible, change collections every month, and move on. On the contrary, we stand for long-lasting, high-performance products that are usable in many different situations, not just on the sidewalk.
And I think that’s actually a huge opportunity for the outdoor industry: our apparel could replace many pieces in people’s wardrobes. I’d love to see a broader mindset shift in society, away from fast fashion, away from buying products you wear once and throw away, because that is one of the biggest problems we face today. We can contribute to that change by offering quality products that look good, perform well, and can be repaired and brought back into the cycle. That’s something we can hopefully profit from in the future too.
"We are outdoor. We are not fashion. We stand for long-lasting, high-performance products [...] not a cycle where you sell as much as possible, change collections every month, and move on."
Do you see different dynamics across European markets, or is it broadly the same everywhere?
That’s really the beauty of Europe, we are a diverse society with many differences between regions, and that’s something we should preserve. The Scandinavian markets are very different from the southern European markets; the UK market is different from the German market. There are things common across all markets, of course, but the differences are significant, and that makes working in this sector genuinely interesting.
Does that diversity help brands balance their momentum across countries?
As always, there are positives and negatives. It adds complexity to the product cycle and planning, without a doubt. But on the other hand, it can level out different markets, if one region is down, another might be up, so you’re not putting all your eggs in one basket. The classic trade-off, but overall I’d say it’s a strength.
Let's talk about the European Outdoor Week in Riva del Garda, what should the industry expect from this first edition?
When I joined EOG last February, I had to face a difficult situation. The outdoor trade show that had been very successful for 20 years was struggling with the market reality. So we decided to pause in 2025, take a step back, and really think about what the industry needs and how we could best deliver it. We spoke to many stakeholders, and two things came out very clearly.
First: personal meetings. We are in a people’s business, and personal connections are sometimes even more important than great products. People need a platform to come together and celebrate those connections. Second: retailers wanted the opportunity to get a market overview at the start of the season, before the order cycle begins. That pointed us toward a May event, the first on the summer calendar.
But our goal was not to build another trade show, there are already so many of those. Our vision was to transform it into an outdoor festival. We’re in the business of emotions, so why would you stand in exhibition halls for three days in a row? We needed to combine business with emotions and with outdoor activities. That’s what the European Outdoor Week is: a fixed moment in the calendar where the whole community comes together to celebrate the outdoor lifestyle. For professionals and for consumers alike, a place to explore new activities, test new products, and simply have a great time outdoors.
For the location, we wanted somewhere where you can feel the outdoor lifestyle just by stepping outside. Riva del Garda is one of the most stunning spots in Europe, you can literally start your trail run right out of the exhibition hall. The first edition won’t be massive, but we already have a strong participation level, and the plan is to grow the festival every year. I’m really looking forward to starting this new adventure.
What is the number one lesson you're taking from your 25 years at Ortovox?
I look back on my time at Ortovox with enormous gratitude. It was a sensational journey, building a brand from a niche product into a well-known mountain sports brand, together as a team. What I’d take away above everything else: stay authentic. Have your personal North Star and follow it, no matter what’s happening around you. Stay true to yourself, and never stop developing, that’s in our DNA as humans. We want to grow. It’s a constant journey. And beyond that: be capable of genuinely caring for the people around you. That, I think, is a capacity we should all cultivate.
"Stay authentic. Have your personal North Star and follow it, no matter what's happening around you. And be capable of genuinely caring for the people around you."
Any final message you'd like to share with the industry?
Please support EOG and support the community. Don’t just focus on your own profit, think about the fact that you are part of something bigger, and that we’re all better off when we collaborate. We’re here to support every collaboration. So please: join us at EOG.