WorldTour stop in Stockholm (June 2026)

Stockholm delivered again. Central base, welcoming space, easy to get into the right headspace. And the weather surprised everyone. Sunny and warm in Stockholm is not something you take for granted, so it set the tone well.

We started with a quick briefing, then walked over to the Fenix Outdoor store. Worth every minute. Good space, well-run, and the staff clearly knew what they were doing and why. You can tell a lot about a retail operation by how the people on the floor feel about being there. These ones felt good about it.

Back for the presentations, the Q&A was where the day really found its rhythm: sharp questions, honest answers, the kind of back-and-forth that makes these events worth showing up to. Lunch was fast but that's when a lot of the real conversation happens. Ideas bounced around quickly, and a few things worth following up on came out of it.