Fidlock has developed from a simple everyday problem into a globally successful provider of fastening solutions. Today, the magnetic Fidlock fasteners can be found in numerous sports products such as ski helmets, bike mounts, bags, rucksacks and outdoor clothing. In an interview, Holger Knorr, Director Sales Retail Products, explains how the focus on user needs shapes the company's DNA and why trade fairs like ISPO are essential for innovation.
At ISPO 2025, Fidlock presents its latest innovations to an international audience. As the international flagship event of the sports industry, ISPO not only offers the opportunity for hands-on experience, global networking and media attention, but also the chance to be inspired by the success stories of leading brands like Fidlock. Be there - from 30 NOV. to 02 DEC. in Munich.
ISPO.com: Fidlock was born from a benefit-oriented idea, how does this shape the identity of the company?
Holger Knorr: As a sales manager, I feel this every day: Our products solve real problems in everyday life, which is an enormous advantage in the B2C business. The original idea was not a technical end in itself, but was based on a specific need: an intuitive, secure connection that also works with one hand. This way of thinking, user-centered and solution-oriented, runs through our entire product development. And it also shapes our communication: we speak the language of the user, not that of the technician.
Fidlock has always used the same idea
At its core, Fidlock has taken the same idea and applied it to many different use cases - you could almost say it has scaled it up. How were structures set up here that facilitate these further developments / new applications?
What makes us special is the combination of technical depth and a modular product philosophy. Internally, we have created clear interfaces between product development, sales and marketing, so that new impulses for product variants or new target groups are regularly generated. We also actively gather feedback from the market, be it from dealers, at trade fairs or from our direct customers. For example, our twist technology was originally intended for bicycle bottles, but is now used by families with baby carriages, e-bikers, commuters and outdoor enthusiasts. This breadth would not be possible without structured and flexible processes.
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Fidlock and the power of innovation in the sports industry
With experience from different industries, how would you rate the innovative strength in the sports industry?
The sports industry is open to new solutions, especially if they improve performance, comfort or design. At the same time, it is extremely competitive. If you don't stand out, you go under. As a provider with a product that requires explanation, we can see this: If an innovation offers real added value, it will be accepted. However, it takes patience and a very targeted approach, from packaging to POS training.
What is your general view of the sports industry? What does the industry do well?
It knows how to arouse emotions and create communities. Brands in the sports industry thrive on authenticity and a drive for innovation. That suits us very well. Sustainability is also becoming increasingly important and many players are taking bold steps here.
What can it do better?
Specialist retailers must continue to digitalize, not only in terms of sales, but also in terms of product information, advice and the post-purchase experience. This is where we see great opportunities for brands like Fidlock, which offer products that require explanation and can benefit greatly from clever tools and training.
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ISPO as a research tool
How important are trade fairs for innovation in the industry?
Extremely important! Especially for B2C-related innovations. At a trade fair like ISPO, we can observe in real time how people react to our products. No online campaign, no matter how good, can replace these encounters. It's about touching, trying out and understanding and about the famous "aha moment" (Fidlock moment) that Fidlock almost always triggers.
Why are you going to ISPO 2025?
We see ISPO as a very important trade fair for our brand. In 2025, we want to show how versatile Fidlock has become. From classic bike products to urban mobility, outdoor activities, products for children and lifestyle items. Our aim is to make new contacts, activate existing partners and make a clear promise to end customers: Fidlock makes things easier, safer and more surprising.
What does it take to turn an innovation into a company step by step?
Arom a sales perspective, two things are particularly important: genuine product benefits and clear communication. If both are present, partners can be inspired, trading partners trained and customers won over. You have to be prepared to go the extra mile, for example with POS concepts, after-sales support and continuous feedback management. And patience. Even the best products need time to establish themselves on the market.
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What else can the industry expect from Fidlock?
In short: even more surprising solutions that make the lives of active people easier. We are working on new product categories, smarter interfaces and accessories that fit perfectly into modern mobility and outdoor scenarios. All according to our principle: Magnetic. Mechanically. And always a little smarter than expected.
Brands like ISPO Award Winner Fidlock, show how innovations that inspire consumers are created by solving everyday problems. As the international flagship event of the sports industry, ISPO offers the opportunity to discover the latest trends and products live, network with leading brands and be inspired by their success stories. It gives exhibitors like Fidlock the opportunity to present their innovations on a global stage and increase their brand awareness with the help of media attention. Be there - from 30 NOV. to 02 DEC. in Munich.