After 25 years in Friedrichshafen, the OutDoor will be held in Munich for the first time from June 30 to July 3, 2019 as OutDoor by ISPO. Jochen Lagemann, Senior Vice President & Managing Director Europe & Asia at the brand Primaloft , was curious to see what the concept would look like after the clear vote of the members of the European Outdoor Group for Munich.
He is now looking forward to the 2019 trade fair: “I think, they did a great job in building a framework for this 360-degree approach which includes not only the outdoor industry, but also gives the opportunity to include other industries as well as consumer,” says Jochen Lagemann in a “3 questions for” interview with ISPO.com.
ISPO.com: What do you hope to see from the new concept that ISPO has presented to the industry?
Jochen Lagemann: One very interesting aspect of the concept is, that the ISPO is creating not just a show, but really a 365 days platform for the whole industry to get information, share experiences and many things more. This can definitely be an important tool. I hope, that ISPO will be able to make this a must-join-show for all people – those who are already involved and for a lot of new players, of which we might not even think about today.
This liaison with other industries can create interesting synergies and bring lots of new inspirations. Another interesting aspect of the new concept is to focus on B2B at the show, but to create B2C opportunities in the city at the same time. I hope the industry will use this opportunity to mobilize existing and new target groups towards outdoor activities.
Regarding the Plans of a 365-day platform – what do you think about this focus in the new OutDoor by ISPO concept?
In my opinion this is absolutely necessary. I think, tools like the innovation platform for example with direct consumer input for new developments are very import to get more market to product input for innovations. Also, this platform is a great opportunity for new brands and innovations to not only become visible during the show. I also hope, this will lead to a constant exchange from all parts of the industry. This is very important, as the future will change the current business set-up tremendously over the next years.
Away from pure singular acting and single standing companies towards a community with plenty of collaborations, partnerships and project work in cross-company-teams. OutDoor by ISPO can help to initiate those partnerships. Ingredient brands like Primaloft might be catalysts for that as we already cooperate with lots of brands globally in outdoor, sports and athleisure business, but also in fashion, home furnishing, tender etc.
What do you think are the most important things that should happen until the first OutDoor by ISPO 2019?
The most important task for the OutDoor by ISPO team will be, to convince the industry, that the new concept is not just a change of the location from Friedrichshafen to Munich. It gives the players of the market a lot of new opportunities, which can help them to improve their business – not only around the trade show day, but the whole year.
Some examples I already mentioned above: be it the 365-day platform, consumer events/activities around the show or closer partnerships with other brands. The ISPO should create trust in the new concept and should invite the exhibitors to be part of it and let them co-create it. Only if the industry and the ISPO work close together, the show can be successful in future.
In an ISPO.com series on OutDoor by ISPO, important outdoor representatives tell us what they think of the concept and what they hope to see before the premiere.