Schwan Outdoor Group, the German-based parent of Deuter, Ortovox, Maier Sports, Gonso, and Doghammer, reported that Martin Riebel (shown right) is stepping down as CEO after 14 years in the role. He will be succeeded on July 1 by Christoph Frechen, most recently general manager of global marketing and communications at the Intersport Group (pictured bottom left).
Riebel joined the group in 2012, initially leading Deuter, and then becoming the first CEO of the Outdoor division. During his tenure, he oversaw the company’s international expansion and managed various phases of business growth and transformation.
“With his optimistic approach, clear values, strong sense of fairness, and genuine loyalty, Martin has had a big influence on our division for many years. Without his dedication, vision, and leadership, much of what we have achieved today would not have been possible. So we are delighted that he can now pursue his deep passion for the mountains,” said Michele Molon, Group CEO of the Schwan-Stabilo Group, which also owns writing instruments and cosmetics businesses.
Frechen brings over 20 years of international experience in the sporting goods and outdoor sectors to the position. In his most recent role as global marketing and communications general manager at Intersport, he was responsible for brand development, omnichannel strategies and international marketing structures. He joined Intersport in 2018 after spending almost 16 years at Adidas, where he held roles across business development, strategy, and marketing, including general marketing manager and brand director.
“I am thrilled to be joining the Schwan-Stabilo Outdoor Group, a company with deep roots in the outdoor industry and a portfolio of authentic brands with huge global potential,” said Frechen. “I would like to extend my sincere thanks to Michele Molon and the Schwanhäußer family for placing their trust in me. I look forward to playing an active role in shaping the Outdoor Group’s next period of growth and development.”
Frechan’s main priorities include “increasing the company’s international market presence, boosting competitiveness and developing long-term strategic platforms for growth.”
“We are looking to build on the strength of our core markets, pursue new growth opportunities and further enhance the global relevance and appeal of our outdoor brands,” added Frechen.
Images courtesy Schwan Outdoor Group
