Conference Information

Early bird ticket sales for the OIA’s 2019 Conference and AGM ends on Sunday 20th January.

Book now to take advantage of the special delegate rates we currently have on offer.

13th & 14th March 2019 – Shrigley Hall, nr Macclesfield, Cheshire

The OIA’s annual Conference & AGM is a key event in the outdoor industry calendar. Whether you’re from the retail and distribution sector, manufacturing, an education or activity provider, or the charitable and non-profit sector this an event you cannot afford to miss!

During the two day event you will gain insights from influential keynote speakers into key areas that influence the entire industry, while having the opportunity to network with colleagues from a variety of organisations.  You’ll also get the chance to take part in a series of educational workshops and outdoor activities of your choice.

This year’s event will take place on 13th-14th March 2019 at Shrigley Hall Hotel in Cheshire. This fantastic venue nestled on the edge of The Peak District worked extremely well for 2018, with its combined hotel and conference facilities, and close transport links.

Keynote Speakers

Liz McMahon

Liz McMahon – Madison Muir Trust

Is your brand YOUR brand?  Brand management in this fake news and social media world

Liz McMahon is Managing Director of the Madison Muir Group – strategic advisors on brand governance, marketing and partnership programmes.  She also is a Non-Executive Director of On-White International, a digital prestige clothing brand and sits on the Sport Policy Task Force of Pro Bono Economics.  She was a Non-Executive Director on the London 2017 Athletic and Para-Athletic World Championships board, the Olympic Park Legacy Company/London Legacy Development Corporation and the Sport & Recreation Alliance.

Prior to forming the Madison Muir Group in 2009, Liz was Executive Director, Chief Marketing Officer for Treasury & Investor Services at J.P. Morgan, Director Global Consumer Investments at Citigroup and Director of Marketing Services at the International Olympic Committee in Lausanne, Switzerland.  She also headed International Marketing for the London 2012 Olympic & Paralympic Games Bid.

Working in the USA with 3M, she managed global Corporate Marketing Communications and activated their 1988 and 1992 worldwide Olympic sponsorships.   Liz also held executive marketing positions in New York with Nabisco and Chase Bank.

A graduate of Ohio Wesleyan University with an honours degree in Political Science, Liz did advanced degree work in marketing & finance at New York University Stern School of Business.

Daniel Ravel Ellison

Dan Raven-Ellison – London National City Park, Guerrilla Geographer & Creative Explorer

How to join the National Park City movement

Daniel Raven-Ellison is a guerrilla geographer, National Geographic Explorer and founder of the campaign to make London the world’s first National Park City. Daniel’s work combines creative exploration, geography and communication to inspire new thinking.

Collaborating with Cisco and National Geographic, he’s walked across all of the UK’s national parks and cities while wearing a headset that recorded his emotions. For another project he completed 125 micro adventures across the UK over six months with his son.

He’s recently made and launched “The UK in 100 Seconds”, a thought-provoking film in which each second equals one percent of what the UK looks like from the air and one metre of Daniel’s walk to make it.

He is also the co-founder of Mission:Explore, an award winning series of children’s books that challenge young people to explore outdoors in creative and new ways. His work now focuses on the London National Park City.

Frederic Hufkens

Frederic Hufkens – A.S. Adventure

“Pass on Plastic” – Why the outdoor Industries need to take a lead on the fight against Single Use Plastics.

With a wealth of experience across a wide spectrum of retail, as well as experience at the helm of the hugely successful A.S. Adventure Group (Bever, A.S. Adventure, Cotswold & Snow & Rock), Frédéric will offer delegates invaluable knowledge, expertise and insight.

Started in 1995 as small family-owned operation in Belgium, A.S. Adventure now stocks over 50,000 products, including kit for travel and camping, cycling and running, ski and snowboard, beachwear and gadgets.

Frédéric was brought on board in 2007 to overhaul the corporate structure of the business and breathe new life into the company.

Ben Saunders

Ben Saunders – Polar explorer and record-breaking long-distance skier

Ben is a fellow of the Royal Geographical Society and the third person in history to ski solo to the North Pole, Ben holds the record for the longest solo Arctic journey by a Briton.

In 2014, Ben also led The Scott Expedition, the longest human-powered polar journey in history and the first completion of the expedition that defeated Captain Scott and Sir Ernest Shackleton, a 105-day round-trip from Ross Island on the coast of Antarctica to the South Pole and back again.

Ben will be appearing courtesy of Granger’s.


Andrew Denton – Outdoor Industries Association

Chief Executive Andrew Denton will take centre stage to deliver the conference and explain what the OIA had been doing over the last 12 months.

Andrew has been working in the outdoors since 1984, starting his career in outdoor education and then moving on to a series of senior management & ownership roles in businesses such as Rohan, Mountain Equipment, Sprayway, the Outdoor Sports Company and now ownership of several indoor climbing walls.

He is best known as the modern founder and co-owner of the international technical brand Mountain Equipment where he built the brand over 17 years and then sold in 2003 to The Bollin Group. Andrew has been CEO of the OIA since August 2011.

Special Guest Speaker


David Rutley MP – Minister at DEFRA