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Scandinavian Outdoor Group Appoints New Chair and Refocuses on Its Core Mission

Published by Mountainblog on .

Juha Latvala

Scandinavian Outdoor Group (SOG) is sharpening its focus on its core mission – supporting Nordic outdoor brands in growth and export – and Juha Latvala, CEO of Pomar, takes on the role of Chair of the Board.

At the Scandinavian Outdoor Group’s (SOG) Fall Networking Days, Juha Latvala, CEO of Pomar, was appointed as the new Chair of the Board. With extensive experience in the outdoor industry – previously as CEO of Sasta and now leading Pomar – Juha steps into the role with a clear vision, shared with Secretary General David Nordblad: to return to the group’s core purpose and focus on how SOG can best support its members in strengthening their sales and exports.

It’s both an honor and an inspiration to take on the role as Chair of SOG. The organization has a strong history and a unique community among Nordic brands. Moving forward, we want to re-focus on the group’s founding principles – supporting our members’ core needs in sales, export, and growth – while continuing to address other challenges facing them and our industry, says Juha Latvala, new Chair of the Board, SOG

BACK TO THE ROOTS

With this new strategic direction, SOG is going “back to the roots” – returning to the founding principles of the group: supporting members to grow in new markets and strengthen their business opportunities. At the same time, the organization will continue its important work in providing knowledge and inspiration in areas such as sustainability, innovation, and competence development.

– We know our members face major changes, both commercially and in terms of sustainability. Our role is to be a practical resource and a strong network – offering relevant tools, activities, and collaborations that truly make a difference, says David Nordblad, Secretary General, Scandinavian Outdoor Group.

SOG supports its members through webinars, lectures, focus groups, joint projects, and – perhaps most importantly – the network itself. It is within this community that Nordic outdoor brands meet to share experiences, exchange knowledge, and collectively drive the industry forward.

NEW BOARD

During the meeting, Erik Møller, Nordisk, was also elected as a new board member. The SOG Board now consists of:

SOG extends its warm thanks to outgoing Chair Maria Frykman, Isbjörn of Sweden, for her dedicated work and valuable contributions to both the board and the members.

INFO: SOG