Deuter Parent Co SCHWAN Outdoor Group Announce leadership Transition: Christoph Frechen Named New CEO

Schwan Outdoor Group, the prominent European outdoor division behind iconic brands including Deuter, Ortovox, Maier Sports, Gonso, and Doghammer, has announced a major leadership transition.

Longtime Chief Executive Officer Martin Riebel is stepping down after 14 years at the helm. He will be officially succeeded on July 1, 2026, by industry veteran Christoph Frechen, who most recently served as the general manager of global marketing and communications at the Intersport Group.

A Legacy of Alpine Growth

Riebel’s impactful tenure with the company began in 2012 when he initially joined to lead the backpack pioneer brand, Deuter. Recognizing his strategic capabilities, the parent company later appointed him as the very first CEO of the consolidated Outdoor division. Over nearly a decade and a half, Riebel masterminded the group's highly successful international expansion while navigating complex phases of corporate growth and digital transformation.

Michele Molon, Group CEO of the broader Schwan-Stabilo Group—the historic family-owned conglomerate that spans cosmetics, writing instruments, and outdoor gear—expressed deep gratitude for Riebel's transformative leadership.

“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," Molon said in a statement. "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.”

Bringing Omnichannel Expertise to the Summit

Incoming CEO Christoph Frechen steps into the role backed by more than 20 years of high-level international experience in the sporting goods and outdoor sectors.

At Intersport, where he has been since 2018, Frechen was credited with modernizing the retail giant's global brand development, pioneering integrated omnichannel strategies, and building collaborative international marketing structures. Prior to his tenure at Intersport, Frechen spent nearly 16 years climbing the ranks at Adidas, holding pivotal positions across business development, corporate strategy, and brand marketing, eventually serving as general marketing manager and brand director.

The incoming executive expressed immense enthusiasm for the group's legacy and future trajectory.

“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.”

Charting the Path Forward

Frechen has already outlined a clear roadmap for his upcoming tenure, identifying his primary directives as expanding the company’s international footprint, sharpening its global competitiveness, and engineering sustainable, long-term strategic growth platforms.

With shifting consumer demands in the outdoor market, the new chief executive plans to blend traditional brand authenticity with modern market relevance. “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,” Frechen noted.

Frechen will officially take over corporate operations at the start of next month, inheriting a stable of premium brands poised for their next chapter on the global stage.