Greg Nieuwenhuys

Greg Nieuwenhuys joined the OIA Board in July 2016 after he was appointed CEO of Outdoor and Cycle Concepts (OC&C), which comprises Snow+Rock, Runners Need, Cycle Surgery, and Cotswold Outdoor.

Greg’s passion for sport and the outdoors started at an early age. He came 6th in the World Championship Triathlon (under 10) in 1990 and since then has continued to follow his passions outdoors: skiing, mountaineering, trail running, cycling and ice skating.

In 2004 Greg summited Cho Oyu (8201m) and skied back down from the summit. In 2009 he participated in a 200km ice skating race (Alternatieve Elfstedentocht) which he completed in less than 6 hours, and in 2012 and 2013 he was the Dutch National Champion in Ski Mountaineering. In 2013 he finished 30th overall in the CCC ultra trail race (100km), and in 2014 he finished the UTMB, a trail running race around Mont Blanc, of 168km and 9.600 vertical metres, which he completed in 39 hours non-stop.

Greg started his career as a consultant with OC&C Strategy Consultants and joined the AS Adventure group as Group Head of Strategy in 2009. AS Adventure Group is a specialty retailer of outdoor equipment and clothing, operating a network of retail stores in Belgium, Luxembourg and France under the AS Adventure brand, in the Netherlands under the Bever brand and in the UK under 4 different brands. Greg became CEO of Bever in 2011, and helped transform the company from a traditional outdoor retailer having no online presence in 2011, to being a modern and award winning omnichannel retailer delivering consistent growth.