Outdoor Retailer announced Monday that it has named Matthew Mathiasen as the new group show director for Outdoor Retailer. He brings nearly 20 years of experience in large-scale trade events, brand management and buyer relations to the role as the trade show prepares for its August debut in Minneapolis.
Mathiasen previously served as a show director for Emerald, the parent company of Outdoor Retailer, beginning in April 2023. His background includes senior event management roles at Brookfield Properties and the California Market Center, as well as showroom and retail operations leadership at Brilliant Earth and Pale Violet. Mathiasen started his trade show career almost 20 years ago at Pool Trade Show, which was part of the Magic, Project and Coterie umbrella.
“As I step into this role, my priority is to be accessible, collaborative, and aligned with your business goals,” Mathiasen said. “Outdoor Retailer has long played an important role in the outdoor industry, and I look forward to building on that legacy with the outdoor community.”
Mathiasen steps into the show director position as the trade show undergoes significant changes. Outdoor Retailer will run from Aug. 19 to Aug. 21 at the Minneapolis Convention Center.
Registration is currently open.Â
“Matthew brings a wealth of experience and a deep understanding of live events and buyer relations to this role,” said Lindsay Hubley, senior vice president of the sports and outdoor division for Emerald, the parent company of Outdoor Retailer. “His dedication to teamwork and inclusivity positions him as the perfect leader to steer the show into its next phase.”
New Outdoor Retailer Campaigns and Buyer Support
Emerald is launching the “Make It Yours” campaign for the 2026 show. The initiative focuses on emerging brands and founder-led companies, inviting the outdoor community to drive the industry forward through collaboration and shared experiences.
The event is also expanding its Hosted Buyer program. Designed to support independent specialty retailers, the program reduces financial barriers by offering approved buyers and product developers travel subsidies for airfare and hotel accommodations.
Retailers can apply for the Hosted Buyer program here.Â
Outdoor Retailer On-Site Initiatives and Education
The Minneapolis event features several new engagement opportunities. The Wild Reach initiative, a collaboration with Popfly, will bring 150 creators on-site to produce live content and interact with exhibitors. Attendees can also participate in guided Urban Outdoor Experiences around Minneapolis from 7 a.m. to 10 a.m. on Aug. 20 and Aug. 21.
Education programming begins Aug. 19 with “Outdoor Next: Ideas That Move Us Forward.” The half-day Industry Day event gathers retailers, brands and media for panels on shifting consumer behavior, economic pressures and the evolving role of specialty retail. The Retail Playbook Lab will provide hands-on strategy workshops earlier that day.
Register for the August Outdoor Retailer Show here.Â
