News - Scandinavian Outdoor Group

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tested in the wild
the Outdoor academy of Scandinavia has
the most beautiful classrooms and a simple,
yet effective pedagogy – learning by doing!
iN The Middle oF JuNe, a brave group of international
journalists successfully climbed 1000 meters above the
fjords to Patchellhytta, a mountain hut in the rugged
terrain of the Sunnmøre Alps on the western coast of Norway
– all while wearing about 20 kilograms on their backs.
The journalists are members of the official jury
for the Scandinavian Outdoor Award (SOA) and work
for numerous Euro-
FJord NorWaY
iN The regioN called
Fjord Norway you will
not only find world
famous fjords like the
Geirangerfjord and
Sognefjord, but also
challenging mountains
like the Sunnmøre Alps.
The area has been a
haven for trekking and
climbing since British
climbers started to come
here in the 19th century.
www.fjordnorway.com
Fjord Norway.com
pean Outdoor and Sport
magazines. Over the
coming days, they would
test and evaluate various
products nominated for
the 2011/2012 SOA-
Award, with a main
focus on innovation and
sustainability.
The JurY MeeTiNg was
a part of the Outdoor
Academy of Scandinavia
(OAS), which is organized
several times a year by
the SOG and is directed
toward journalists, retailers
and tour operators.
Together with skilled
staff from the partaking
SOG-companies,
participants discover the
beauty of Scandinavian nature while testing selected
gear during different outdoor activities. Well-known players,
like Fjällräven, Bergans and Haglöfs, present their
products along with smaller companies like Light My
Fire, Gränsfors Bruk or Nanok.
“The MiX oF larger and smaller companies with different
product lines from several Nordic countries is one of the
key factors behind the strong dynamics that have developed
within the SOG over the last few years. Most often
the smaller companies are the biggest exporters and
serve as a door opener for other businesses,” explains
Martin Kössler, General Secretary of the SOG.
After five days in the beautiful nature of the Norwegian
fjords, the SOA-jury chose the winners for the
2011/2012 Scandinavian Outdoor Award. The official
awards ceremony was held during the OutDoor fair in the
German town of Friedrichshafen in July 2011.
“The days we spent in the Fjord Norway-area were
not only a tough test for the products we used, but also
for us in the jury. The area is perfect for real and challenging
outdoor activities,” says Katja Lehmann, editor
from NORR Magazin.
The ouTdoor acadeMY oF
scaNdiNavia (OAS) is Europe’s
leading training event for the Outdoor
industry where journalists, retailers
and tour operators are invited
to take part. Over the years, more
than 1000 participants from over 20
countries have been trained at OAS
events. The events take place four to five times
a year at different Scandinavian locations.
www.scandinavianoutdoorgroup.com
SOG News
ScaNdiNaviaN OutdOOr NewS 11