Episode Details

Becoming a CEO is challenging under any circumstances. Doing it at 29, after a phone call from the company’s founder, is something else entirely.

In this episode of Outdoor Voices, host Dan Trapp sits down with Martin Axelhed, CEO of Fjällräven, to explore a leadership journey that began on the shop floor of a retail store and eventually led to running one of the world’s most respected outdoor brands. Martin has spent more than three decades with the company and over 20 years as CEO, giving him a rare perspective on how brands grow while staying true to their roots.

Martin shares the story of how his early retail experience shaped the way he still thinks about customers, products, and leadership today. He also reflects on the mentorship he received from Fjällräven founder Åke Nordin and the moment during an Arctic expedition when Nordin asked if he would one day lead the company.

The conversation dives into the realities of leading a global brand through decades of change. Martin discusses why consistency matters in brand building, how strong ownership influences long term decisions, and why protecting a clear strategy can be more difficult than creating one.

He also speaks candidly about failure, including a centralization effort during COVID that did not work as expected and the lessons the company learned from that experience.

Martin also  explains Fjällräven’s approach to retail, manufacturing, and product development, as well as the values that guide decision making through the company’s compass of Nature, Well being, Economics, and Society.

Tune in to hear Martin’s lessons on long-term leadership, navigating failure, protecting a brand’s identity, and building a company designed to last for generations.

Key Takeaways

• How Martin Axelhed rose from retail employee to CEO at 29
• The Arctic moment that set his leadership journey in motion
• Why consistency matters more than chasing industry trends
• How Fjällräven expanded from Sweden to more than 70 markets
• The organizational change that failed and what it taught him
• Why every employee is encouraged to work in a retail store
• Why patience and craftsmanship still matter in modern leadership

In This Episode:

• [00:00:02] The mindset of taking action today
• [00:00:20] Introduction to Martin Axelhed and Fjällräven
• [00:01:55] Describing Fjällräven in one sentence
• [00:03:09] 2026 industry outlook and challenges ahead
• [00:06:26] Leading in a volatile and uncertain world
• [00:08:36] Lessons from early retail experience
• [00:10:06] Family influence and entering the business
• [00:15:04] The Arctic conversation that changed everything
• [00:21:31] Early ambitions and career vision
• [00:24:25] The challenge of staying consistent as a leader
• [00:25:30] Navigating COVID and leadership under pressure
• [00:27:34] A major failed decision and lessons learned
• [00:30:43] The most valuable leadership advice ever received
• [00:34:20] What it takes to stay CEO for over 20 years
• [00:36:50] Innovation vs consistency in business
• [00:37:14] The future of manufacturing and supply chains
• [00:43:09] Managing complex busin