What 20 Years as CEO Teaches Us About Leadership with Martin Axelhed, CEO of Fjällräven
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 business channels
[00:47:44] Living the mission: getting people outdoors
[00:50:41] The compass decision-making tool.
[00:53:36] Confidence, growth, and mindset as a leader
[00:55:38] Three pieces of advice for future leaders.
[00:59:10] Martin’s message for the next generation
[01:00:25] Next episode teaser
Notable Quotes
[00:00:02] “One thing that I always bring with me is do it today. Tomorrow it might be too late.” — Martin Axelhed
[00:31:49] “Stop doing that. Stop taking away zeros. Because the same second you do that, you lose respect for the money.” — Martin Axelhed
[00:31:58] “Keep the zeros. Then you understand the scope and the size of the cost.” — Martin Axelhed
[00:48:34] “A mission statement is something that I think you'd really need to live and not just preach, but actually practice.” — Martin Axelhed
[56:50] “We have a saying that do not just show how, but know how.” — Martin Axelhed
[00:59:12] "We are building this company for the future. Our founder built it for the second generation, now we are building it for the third." — Martin Axelhed
Our Host
Dan Trapp is the Founder of Sports+Outdoor Search and host of Sports+Outdoor Mentors. With 30 years of experience in the sports and outdoor industry, he has built and led teams across Europe and developed a strong reputation for helping brands find and grow exceptional leadership talent. Having lived and worked in the UK, Switzerland, France, and Finland, Dan brings a global lens to every conversation. On the podcast, he connects with industry leaders to share the real lessons, hard-won insights, and career advice shaping the future of sports and outdoor. When he’s not working, you’ll usually find him skiing, canoeing, or paddling with his family.
Our Guest
Martin Axelhed is the CEO of Fjällräven, a role he has held for over 20 years, and a 32-year veteran of the company. His journey began on the shop floor in Stockholm, progressing through sales, product development, and country leadership before being personally selected by founder Åke Nordin to lead the brand.
Under Martin's leadership, Fjällräven has grown from a Swedish-oriented brand to a global presence in more than 70 markets, while remaining true to its roots in functionality, quality, and outdoor heritage. He is one of only three active CEOs in the outdoor industry with more than 20 years in the role.
Martin is known for his long-term perspective, his commitment to consistency, and his belief that true leadership means building for future generations. He is also deeply involved in Fenix Outdoor, the listed group that owns Fjällräven alongside other brands and retail operations.
Resources and Links
Sports + Outdoor Mentors
Podcast
Martin Axelhed
Fjällräven
Fenix Outdoor
LinkedIn
Dan Trapp
Website
Linkedin
