Celebrate 25 years with Scandinavian Outdoor Group
Expect meaningful networking, shared experiences, and of course, a great party.
Bring your colleagues and celebrate 25 with us!
For a quarter of a century, our community has been at the heart of the Scandinavian outdoor industry, bringing together brands, partners, and innovators. To celebrate this milestone, we’re hosting a 25-year anniversary party filled with networking, inspiring talks, and shared memories. We hope you’ll join us as we look back on our journey and forward to the adventures ahead.
We’ll gather at Hjortviken Country Club, just outside Gothenburg — easy to reach, yet offering that familiar outdoor feel (with a touch of luxury).
Don’t miss out – it will be the event of the year!
Where: Hjortviken Country Club, Gothenburg
SPEAKERS
PLAY, CREATIVITY AND AVOCADOS
Magnus Göransson
A multiple entrepreneur and former Head of Design at LEGO’s Innovation Department, where he was responsible for shaping one of the world’s most creative work cultures.
Magnus lecture will span across – how playfulness and play supercharges creativity and innovation due to neural mechanisms – Examples and theory on how to create a Creative culture using playfulness – Why is it that Playfulness is such constantly growing trend? And how can understanding play help you create better experiences.
All of this and a little about Avocados in one inspiring session.
A DECADE OF BRAND BUILDING
– Trough the Skoda Cycling Team
Erik Leonsson, Grand Public, a Creative Brand Agency in Stockholm
For more than a decade, Erik has played a key role in shaping Škoda’s cycling commitment in Sweden, creating the Škoda Cycling Team – a long-term program that connects sponsorship, culture, and real-world experiences.
In his talk, Erik shares the thinking behind the concept, how it was built, and what made it succeed over time – as well as the challenges that came with it.
The presentation offers practical insights into building meaningful brand experiences, staying culturally relevant, and turning sponsorship into something that truly engages people.
Erik Leonsson is a creative strategist with over 15 years of experience, working across everything from global brands to small businesses and startups, with a deep passion for the outdoor and sports world. Erik is also a Course Director and experienced lecturer at Berghs School of Communication.
AGENDA
15 April
13.00 Meet up at Hjortviken Country Club
13.00-17.00 SCANDINAVIAN OUTDOOR GAMES – Business oriented networking activities in the outdoors
17.00-19.00 Mingle/Pool Club
19.00 25-Years Celebration
16 April
8.30-9.30 Welcome & SOG Update
9.30-10.30 HOW PLAYFULNESS CAN BOOST INNOVATION – Magnus Göransson
10.30-11.00 Coffee break
11.00-11.30 SOG Formal Assembly (For SOG Members, Development Members & Ingredient brands)
11.30-12.30 A DECADE OF BRAND BUILDING – Grand Public
13.00 Wrap Up Lunch