Mr. David Ekelund, CEO of Icebug and Chairman of the Board, Scandinavian Outdoor Group (SOG), was invited by the Taiwan Textile Research Institute (TTRI) to be one of the keynote speakers at the Taipei International and Forum and Exhibition (TIFE) 2018 opening ceremony. His topic was “Driving Outdoor Industry Progress Through Collaboration.”
The main highlight was a MOU signing ceremony between Taiwan Research and Development Association International and Scandinavian Outdoor Group at this year’s TIFE 2018.
Mr. Ekelund, who is an active sportsman (keen skier, yoga practitioner, trail runner), inspires people to be active outdoors. In an interview with eye on Taiwan, Mr. Ekelund recounts personal experience and mentions that yoga is not only efficient but fit for any type of age. If you look at extensive research it says physical activity is not only good for the body but also for the brain. It can improve the capacity of the brain making you more intelligent
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Mr. Ekelund remarked that high pulse activity for 30 minutes, 3 times a week, is one good sporting activity such as spinning, biking, or playing basketball. The most easiest way to achieve high pulse activity is running
Speed hiking can also activate high pulse activity
For people who not normally into sports, they must find something that they think will be fun and is not just another job. Chasing after Pokemon is one of the best invention and innovation. Get over the threshold, get active, and most difficult is how to get out of the couch.
Mr. Ekelund who is Chairman of SOG, a group of more than 60 outdoor brands from Scandinavia, comments that SOG is a proven concept that it works. SOG is the platform and unites outdoor gear manufacturers from five Nordic countries (Norway, Sweden, Finland, Denmark, and Iceland). Founded in 2000, SOG is an industry initiative to serve outdoor retailers and media in export markets through collaboration, effort, cooperation.
An example of the SOG platform for doing different projects, is the Scandinavian Village, a big trade show to promote Scandinavian brands. The effect, customers can visit different booths all in one time. SOG is where we try to create a platform for cluster cooperation, where 1+1 becomes 3.
Icebug has a subsidiary in the USA and distributor in Canada. In Asia, it has a distributor who has retail stores in Hong Kong. In Taiwan, it did on-line sales.
From my understanding of Taiwanese culture, Mr. Ekelund says people have been working enough. They must try to balance work and leisure time activities. Do activities in nature. Connect back and most important thing is becoming more sustainable.
More importantly, Mr. Ekelund says a positive way of approach is start enjoying nature outdoor and understand why we should try to preserve it, protecting it because nature has something valuable to mankind. Consume less of everything, more plant-based food is needed and reducing carbon footprints.
Mr. Ekelund’s main motivation in life is finding a way to contribute more positive than negative to the world, and during that strive also change to the better, by learning new things. And have fun meanwhile! (Taiwan Textile Research Institute Advertisement)