Magnus Welander, Thule's chief executive, has been announced by the European Outdoor Group as one of the keynote speakers at this year's European Outdoor Summit (EOS), which will take place in Malmö on Sept. 19-20. Thule has become an integral part of the outdoor industry in the last years as it switched “from helping to bring stuff to the trailhead, to joining the fun,” as summarized by the title of Welander's presentation. “Leaders in a Digital World” is the topic to be tackled by another keynote speaker, Liselotte Engstam, chairwoman at Digoshen and digitalization consultant at the European Commission. She will discuss ways for managers to lead their company into the digital era. This year's EOS will focus on the outdoor industry as a progressive business sector. The preliminary schedule for the summit is available online and tickets may be purchased at a discounted price until July 27.