New Secretary General of Scandinavian Outdoor Group

Sara Wänseth och David Nordblad Scandinavian Outdoor Group
Sara Wänseth & David Nordblad


It’s time for a new management of Scandinavian Outdoor Group. After seven years of driving the development of this very successful group of Nordic outdoor brands, Sara Wänseth will leave her position as Secretary General. With a new energy and plenty of experience from the outdoor industry, David Nordblad will replace her and further strengthen SOG to the next level.

It’s a great honor for me to take over the position as Secretary General for Scandinavian Outdoor Group, says a smiling David. Sara Wänseth and the team have done a tremendous job and I have them to thank for the state of this great organization today. I’m really looking forward to meeting with all these exciting brands!

David has extensive knowledge of the outdoor business. His experiences have primarily been in sales at various levels on both the brand and distributor sides. David started his career 13 years ago on the shop floor in an outdoor store. After a couple of years at the distributor Granitbiten he eventually became sales manager at the Swedish brand Elevenate for several years. Until recently David was purchasing manager at Addnature/Internetstores, which exposed him to the accelerating digitalization and globalization of the outdoor industry.

–To stay relevant in the current market, we need to evolve and change to be up to date and support our members in new ways, says David. This will be a priority for me.

Sara Wänseth will stay at SOG for a couple of months to make the transition smooth. She will then try out Nordic outdoor gear in tough conditions.

– I’m looking forward to ski the entire Swedish mountain range this winter, the White Ribbon, from the southern Swedish mountains to the point where Sweden, Norway and Finland meet in the north, says Sara. Meaning 1400 km and two months of extreme testing of great equipment from the Scandinavian brands.

– I wish David the best of luck and I’m convinced he will be able to take SOG to the next level, says Sara. David and the SOG brands will hopefully meet the future with strengthening of sustainability and digitalization as a core, but also with relations between people.

David is also located in Åre, Sweden, which means the head quarter will stay the same. In the heart of the mountains.

David Nordblad, new Secretary General of Scandinavian Outdoor Group


For further information:
David Nordblad, Secretary General SOG, +46 70 5491996,