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

Our 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

Breakout Sessions


The OIA’s New Development Board

The recently formed Development Board will be hosting a drop-in session where members can meet the new board, hear about their role and their ambitions for both the OIA and the industry as a whole.

There will also be an opportunity for delegates to discuss with the Development Board about what action they would like to see from the OIA and the industry.

The Development Board is made up of middle/senior management from across the industry.

The board members are:

Sam Fernando, Sales Director, Keela – Chair

Andy Green, Commercial Director, Sport Pursuit – Vice Chair

Tom Caine, Senior Buyer, Go Outdoors

Rob Birell, Marketing Director, AMG Group

Terry Stephenson, Head of Marketing and E-commerce, Montane

James MacNamara, Managing Director, Craghoppers

Alex Messenger, Head of Communications and Marketing, BMC

Ronnie Legg, Design Manager, Alpkit

Rob Greenwood, Advertising Manager, UK Climbing

With support from:

Claire Carter, Engagement Officer, OIA

David Bowler, Marketing & Communications, OIA

Max Imbiel
Matthias Wennrich

Max Imbiel – Sky Deutschland Fernsehen & Matthias Wennrich – bridgingIT

GDPR – One year on – the risks and challenges – are you compliant?

Max Imbiel – Consultant Information Security

Max Imbiel is working in IT since 2006. His interest and specialization for Security came in 2012 when he worked for a company in the US.
During his time as an Information Security Consultant Max Imbiel worked for multiple companies and worldwide corporations helping them in their way to approach Information and Cyber Security as well as Data Privacy.

He was a CERT lead and team leader and provided valuable and long term values for his customers. During that time he also worked on a multiple year long GDPR project for MediaMarktSaturn Holding and his team and him achieved the corporate-wide and awarded GDPR readiness for MediaMarktSaturn and all its subsidiaries in the whole world.

Max Imbiel is now working as the Senior Manager Security Architecture for Sky Deutschland and is responsible for the Security Architecture in the DACH area of Sky. His passion is Information Security and the vast area of Awareness training and Social Engineering.

Matthias Wennrich – Senior Consultant

Results focused IT Manager with 15 years experience in various Industries (Online Gaming, Medical Research, retail, etc.) combining excellent technical knowledge and experience with a successful track record in people management, managing major projects.

Focus areas, IT Service Management, Security, Data Governance and Data Privacy. Combining the skills and experience in those areas makes Matthias an asset for any organization from small businesses to large Fortune 500 Enterprises. Matthias, successfully delivered projects in Europe, America and Asia.

Matthias focuses on Data Privacy and on how to transform an organization into an efficient Data Privacy compliant organization, combining methods from IT Service Management, Project Management and Process Optimization.

Philipp Gruentker

Philipp Grüntker – Foursource Group

Resource chain management, sourcing and production

Philipp Grüntker has been in the fashion industry for more than 19 years, and has profound experience in buying, sales and category management. He has worked for various companies in the German and International market such as UK & Eastern Europe. He holds a degree in Textile Management/ BTE from the textile school in Nagold/ Black forest Germany.


Gordon Young – Sheffield Hallam

Outdoor Design, a new Masters Course, what do we need as an industry?


Lee Isherwood – Cornershop.Design

Brand Experience Design

Your business is an experience for your customers and staff. We are Experience Designers. We understand customer journey’s across the physical and digital worlds. Our purpose is to improve the experience of your business – inside and out.

Lee works with local & global brands delivering above the line creative, campaigns, store design and brand experiences.

OIA Partner Presentations

The OIA’s Partner Presentations is a special slot on Thursday morning where we’ll hear from four OIA member organisations about some of their key current campaigns and how they are having a positive impact on the industry.

Dave Newton

Trudie Else & David Newton – Sport England

This Girl Can

Trudie Else – Strategic Lead – Market Development

Joined Sport England in 2001, and is currently the Strategic Lead for Market Development in the Facilities and planning Directorate. Trudi has previously worked in a number of Directorates including Sport and Mass Markets, with four years focused on Green Spaces, seven years working on Olympic Park construction projects and four years on market development.  Her recent involvement with market development has piloted a number of interventions working with non-traditional partners across a variety of sectors new to Sport England, with a focus on the outdoors to increase the number of people engaging in activity.  Trudi is also a regular International Team Official with experience of twelve multi-sport Games.

David Newton

David started his career as a Biology teacher before moving into sales and then marketing within the paper products division of Procter & Gamble.

After 12 years at P&G David decided to use his experience of sales and marketing in a different sector and joined Brendan Foster at the Great Run Company, initially working with Marks & Spencer to take Brendan’s sportswear range View From into M&S stores across the UK.

Having fully integrated the View From brand into M&S, David moved to a role as Managing Director and worked with Brendan to build the Great Run programme into a series of over 35 events across the UK. The programme included running, swimming and cycling events and at its core the Great North Run, the world’s biggest half marathon, with over 50,000 participants.

During his time at Great Run, David worked with many of the leading sports and retail brands in the UK on various sponsorship contracts. The Great Run Company also has its own TV production company producing for the BBC, Sky and Channel 4 giving invaluable experience of working with both terrestrial and digital channels.

David moved to Sport England in April 2017 as the Director of Mass Markets. The mass market focuses on the section of the population who have an inconsistent relationship with sport and activity.

Since joining Sport England he has been working with his new team to develop and deliver the third phase of This Girl Can Into the market, as well as leading on digital transformation within the sector as a means of better engaging the consumer with opportunities to be active.

Mark Davey

Mark Davey – Youth Adventure Trust

The Power of the Outdoors

Mark has been working with young people in the outdoor environment for the last 20 years. Prior to starting at the Youth Adventure Trust in 2001, Mark was a Senior Outward Bound tutor and Raleigh International programme manager where he spent time in Chile and Belize.

He is also an experienced expedition leader, focusing recently on Arctic expeditions. Prior to the Youth Adventure Trust, Mark was a senior fundraising manager for an international youth organisation. His skills and passion lie in management, leadership and youth development.

Liz Beverley

Liz Beverley – Ordnance Survey

Helping more people to get outside more often

GetOutside is the consumer-facing participation initiative for GB, firmly focused on helping to get more people outside more often. Find out how your brand can join the industry to engage with the initiative, and build a collective voice and to drive mass market participation.

Liz joined Ordnance Survey in 2001 and has been leading the GetOutside initiative since 2015. She has grown the OS GetOutside Champion programme from 15-60 ambassadors over the last 3 years and the GetOutside initiative is now engaging over 1 million people a month across web and social.

Passionate about shifting perceptions and driving behavioural change, Liz firmly believes that helping to break down some of the barriers to leading an active outdoor lifestyle will encourage people to step over ‘their’ threshold.

Josephine Lavelle

Josephine Lavelle – The Forestry Commission

Becoming Forestry England – A sneak preview

In April the land managing part of the Forestry Commission family changes its name and identity to Forestry England. Josephine will provide a whistle-stop tour of Forestry England and a sneak peek into what to expect from the rebrand later in the year.