Pelle Irvine, Inside Sales Europe for Hilleberg The Tentmaker, was highly impressed by the organisation of Outdoor and Social 2025.
The Swedish brand showcased their entire range of tents at the outdoor learning event in Edale, with many retail staff camping out in them. Reflecting on the experience, Pelle said: “I think it’s great. The vision of the event is really strong. Bringing together so many competitors—both from the retail and brand side—is huge. Everyone has been incredibly kind and helpful throughout the event. It was fantastic to easily ship over a load of gear from Sweden and have everything seamlessly arranged logistically. Having so many people sleep in our tents was a major win for us. It’s been super, super good.”
To add an extra challenge to the outdoor training experience, which was held on March 11-13, Hilleberg brought along a wind machine, allowing attendees to test their tent-pitching skills in gale-force conditions. After a demonstration from Pelle and his colleague Marcus Filen, retail staff had the chance to take on the challenge themselves.
Pelle explained: “We’ve set up a lot of tents in heavy winds and regularly run wind machine courses at our head office in Sweden. Here at the event, we had three groups of people who had never pitched a tent before, and they still managed to get them up. That was really rewarding. The skill of pitching a tent in tough conditions is crucial when you’re outdoors—it doesn’t have to be our tents, but knowing how to think, move, and communicate in strong winds makes all the difference.”
One difference Pelle noticed compared to similar events in Sweden was the level of participation. “Back home, we usually have lines of people waiting to take part. I did miss that enthusiasm a bit here, but hopefully, we can help change that in the future.”
Hilleberg’s participation in Outdoor and Social 2025 wasn’t just about showcasing products; it was also about educating outdoor enthusiasts and retail staff on the importance of quality equipment and preparedness. The brand has long been known for its durable, high-performance tents, which are often used in some of the world’s harshest conditions. Events like this provide a unique opportunity for people to experience first-hand what makes Hilleberg tents stand out in terms of reliability, ease of use, and weather resistance.
Beyond the wind machine challenge, attendees were also able to interact with Hilleberg representatives to discuss the finer details of tent design, material choices, and real-world applications. Many retail staff found it particularly useful to learn about the different tent categories, including the Red, Black, and Yellow Label tents that Hilleberg categorizes based on their level of durability and intended use. These insights are valuable for retailers, as they allow them to better inform customers about the right tent for their specific needs, whether it’s for alpine expeditions, long treks, or lightweight backpacking.
Pelle highlighted the significance of direct engagement with both retail staff and outdoor enthusiasts. “We love being at events like this because it gives us a chance to connect directly with the people who use our products. It’s not just about selling tents; it’s about helping people understand what makes a great shelter and how to use it properly in different environments.”
Hilleberg’s commitment to quality and education is something that has been ingrained in the company’s philosophy since its founding. The brand, established in Sweden in 1971, has built a reputation for making some of the most trusted and respected tents in the world. Each tent is carefully designed and tested to withstand extreme conditions, ensuring that adventurers and professionals alike have reliable shelter no matter where their journey takes them. This dedication to excellence was evident in the way the Hilleberg team engaged with attendees, offering hands-on demonstrations and expert advice.
As the event progressed, more and more participants took an interest in the wind machine challenge, with some even returning to try again after receiving guidance from Pelle and Marcus. Seeing the learning curve in action was one of the highlights for the Hilleberg team. “It’s always great to see people go from struggling to succeeding. Once they understand the mechanics of setting up a tent in high winds, it’s like a lightbulb goes off. They realize it’s not just about brute force—it’s about technique, teamwork, and communication.”
In addition to the practical training, attendees also had the chance to hear stories from experienced outdoor professionals who have relied on Hilleberg tents in some of the world’s most extreme environments. These stories reinforced the importance of quality equipment, showing how a well-designed tent can mean the difference between comfort and hardship, or even safety and danger, in challenging conditions.
Pelle was particularly impressed by the overall organisation of Outdoor and Social 2025. He noted that the level of planning and execution was exceptional, making it easy for brands like Hilleberg to participate seamlessly. “The planning behind this has been amazing. Organising an event like this takes countless hours of preparation. The fact that everything was so well set up for us to simply show up and take part is remarkable. I’ll definitely be recommending this event to my colleagues in Sweden who work in global sales.”
Looking ahead, Hilleberg hopes to continue its involvement in similar events across Europe and beyond. The company sees great value in providing hands-on experiences that allow people to truly understand and appreciate the craftsmanship that goes into their products. Events like Outdoor and Social 2025 not only serve as a platform for showcasing products but also as a way to build lasting relationships with both retailers and end-users.
Reflecting on the success of the event, Pelle summed up his experience by saying, “It’s been a fantastic few days. Meeting so many passionate people, sharing knowledge, and seeing our tents put to the test in a real-world scenario has been incredibly rewarding. We look forward to coming back next year and seeing how this event continues to grow.”
With its commitment to innovation, quality, and education, Hilleberg continues to set a high standard in the outdoor industry. Their presence at Outdoor and Social 2025 was not just about selling tents but about fostering a deeper understanding of what it takes to stay safe and comfortable in the great outdoors. The lessons learned here will no doubt resonate with attendees long after the event, reinforcing the value of investing in reliable, well-designed equipment for all their future adventures.
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