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