BOA Dialed In Summit: joining sporting greats in Düsseldorf

On 3 November 2025, BOA is inviting me to its exclusive Dialed In Summit during A+A in Düsseldorf, the international trade fair and congress for safety and health at work. The invitation describes me as a “trail-running icon”. That is quite something to read — especially given the people I will be sharing the stage with.

An exceptional line-up

• Benni Raich: double Olympic champion in alpine skiing
• Kasia Niewiadoma: winner of the 2024 Tour de France Femmes
• Nicolas Hojac: record-setting alpinist
• Markus Stöckl: mountain-bike speed record holder
• Shawn Neville: BOA CEO
• Dann Feeney: VP of Product Innovation

Precision fit, real performance

The theme is “How precision fit is driving human performance – in sport and in workwear.”

Anyone who has run more than 100 kilometres knows that every millimetre matters. At the TOR, with its 335 kilometres, or the 300-kilometre PTL, precise fit is about much more than comfort. Over days of continuous movement, it affects how well you can perform.

This is an invitation-only event for around 200 workwear industry leaders, media representatives and retailers, held at Forty-Four Place to Be, a rooftop venue in Düsseldorf.

Bringing the trail and business perspectives together

After more than 20 years as an entrepreneur and over 50 ultratrails, I have a lot to share about precision, preparation and perseverance. Covering 335 kilometres and 25,000 metres of elevation requires qualities that are just as relevant in business.

Being invited as a trail-running icon feels like recognition of both sides of my life. It is also an opportunity to bring those experiences to an audience beyond the running community.

BOA promises “bold ideas, real stories, and a high-energy crowd.” That suits me: practical experiences, honestly told, with lessons people can use.

I am equally excited about what I can learn from the others: Benni’s approach to mental preparation, Kasia’s endurance, and Nicolas’s way of assessing risk. Different sports, different demands — and plenty of shared ground.