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What moves retail? - Sport & Outdoor Media Day 2023

At the Sport & Outdoor Media Day 2023 in Munich, the Sympathy Lab Circle Talk took place for the first time. This time with the topic "What moves retail?".

The panel was moderated by Sympathy Lab host Kim Scholze.


This episode is German!

The Sport & Outdoor Media Day

Every year, the Who's Who of the German outdoor industry meets with journalists and media representatives at the Sport & Outdoor Media Day. The #SOMmunich was initiated by Matthias Aßmann.


Matthias Aßmann is the founder of several important sports and outdoor initiatives in Germany and Scandinavia, such as Mandel Media AB and the Scandinavia Institute.

As a community builder, his goal is to connect the outdoor industry and inspire cooperative and collaborative togetherness.

To do this, he uses his many contacts in the industry and his community events in Munich and Stockholm. This year's Sport & Outdoor Media Day was all about "Community & Purpose".

After being part of the Sport & Outdoor Media Day 2022, Sympathy Lab could not be missing at the second iteration.

To pay tribute to the event motto, Sympathy Lab introduced its first-ever Circle Talk.


The first Circle Talk

At the Sympathy Lab Circle Talk, the host and panel guests sit in a circle. Inspired by the concept of circular economy, this allows not only invited panel speakers but also guests of the event to participate in the discussion. This creates a truly interactive and immersive conversation for all.

The first Sympathy Lab Circle Talk focused on "What Moves Retail?"

The Panel

Stefanie Buchacher


For the outdoor enthusiast, sustainability is a passion.

As Head of Corporate Sustainability and former CSR Manager at Sport Conrad, one of Stefanie Buchacher's tasks is to promote and communicate sustainability in the outdoor and sports industry.

As a mother of two children, she wants to ensure that the planet is still alive enough for outdoor sports in the future.



Anna Jäntschi


"Try and leave this world a little better than you found it." This quote from R. Baden-Powell is Anna Jäntschi's life motto.

As Sustainability Manager at Bergzeit, the leading online supplier of mountain sports equipment, she ensures the necessary sustainability in the products and manufacturing processes of the mountain sports industry.




Anny Cardinahl


As Head of OUTDOORDELUXE, Anny Cardinahl supports retailers and brands from the outdoor industry with B2C concepts and B2B corporate strategies and structures.

For this purpose, OUTDOORDELUXE uses a large, global network that connects and brings together the entire industry, in line with the motto of the event.




Stefan Herzog


For the President of the Association of German Sports Retailers, retail is a passion. As an expert with many years of retail experience, he campaigns internationally for the interests of sports retailers.

Stefan Herzog is no stranger to "change management" - he wants to bring about lasting change in the industry.




Gerd Bittl-Fröhlich


The owner of sportsella, the e-learning platform for sports retailers, is strengthening the ability of sports retailers to act with his training initiative.

With over 30 years of experience in the sports business, Gerd Bittl-Fröhlich is committed to developing the industry and making it fit for the future.





Jens Oellrich


The passionate mountaineer enjoys most of his free time in the Bavarian mountains. As Bergzeit's Business Development Manager, Jens Oellrich has turned his passion into his profession - and is committed to the further development of the mountain sports industry on all fronts.







What moves retail?

This was the motto the six main panel participants at the Sport & Outdoor Media Day discussed with each other and the event's guests. ´See the complete conversation, including concluding appeals to the industry and sports retailers in the video above. You would like to join in the discussion? Or suggest your own topic? Write to us!



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