For the outdoor community, Brussels can often feel distant, complex, and dominated by well‑established voices from traditional industries. Yet, as EU policymaking increasingly shapes environmental protection, climate ambition, and access to nature, outdoor organisations are recognising that staying on the sidelines is no longer an option. Collaboration has become not just a strategic choice, but a necessity.
This theme has emerged repeatedly throughout Ohana’s Expert Interview Series, and nowhere is it more tangible than in our recent conversation with three organisations currently collaborating to engage in public affairs in Brussels: the European Outdoor Conservation Association (EOCA), Protect Our Winters (POW) Europe, and It’s Great Out There Coalition (IGOT).
In a discussion led by Ohana’s Francesca Fina, Dan Yates (Executive Director, EOCA), Jonas Schneider (Executive Director, POW Europe), and Margo de Lange (Secretary General, IGOT) explored why they have chosen to work together, how their advocacy priorities differ yet align, and what collaboration in public affairs looks like in practice.
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Three organisations, one shared purpose
While each organisation has its own mission, all three are united by a common goal: preserving the outdoors and ensuring that EU policies support both environmental protection and people’s connection to nature.
Protect Our Winters (POW) Europe
Founded in 2007 by professional snowboarder Jeremy Jones, Protect Our Winters was created to mobilise the outdoor community in response to climate change. Today, POW operates across multiple continents, with ten national chapters across Europe.
“Protect Our Winters exists to mobilise the outdoor community to lead on climate action and to protect the places we love from the impacts of climate change.”
Jonas Schneider, Protect Our Winters Europe
Climate advocacy sits at the core of POW Europe’s work. In 2025, during the World Meteorological Organisation’s International Year of Glaciers, POW brought its message directly to EU decision‑makers by screening its Downstream documentary, focused on glacier loss and the water cycle, for Members of the European Parliament. POW also organised its Brand Advocacy Day in Amsterdam, equipping outdoor brands and national chapters with the tools to engage in EU policymaking, including outreach to national MEPs.
European Outdoor Conservation Association (EOCA)
EOCA has spent over two decades enabling the outdoor industry to invest in and speak up for nature. Through funding conservation and restoration projects worldwide, EOCA has supported more than 200 initiatives across 66 countries.
“We exist to allow the outdoor industry to both invest in and speak up for nature and biodiversity — because nature is critically important to the future success of the outdoor sector.”
Dan Yates, European Outdoor Conservation Association
Beyond funding projects, EOCA increasingly engages in advocacy to protect the legislative frameworks that safeguard biodiversity. With environmental ambition under pressure in the EU, EOCA is focused on defending existing legislation rather than pushing for new rules, particularly where rollback risks are emerging.
It’s Great Out There Coalition (IGOT)
It’s Great Out There Coalition brings a complementary perspective to the collaboration. Its mission centres on making nature accessible and inclusive, highlighting the physical and mental health benefits of outdoor activity.
“We recognise the important health and wellbeing benefits of spending time in nature, and we want to work on access to the natural environment through outdoor activity.”
Margo de Lange, It’s Great Out There Coalition
Historically, advocacy has always played a role in IGOT’s work. However, as EU policies increasingly influence access to nature and physical activity, IGOT has recognised the importance of being present in Brussels to ensure the outdoors is not overlooked.
Why collaborate on EU advocacy?
Although EOCA, POW Europe, and IGOT have long operated in the same ecosystem, their collaboration on EU advocacy is relatively recent. The catalyst was a shared recognition that brands and outdoor organisations were struggling to keep pace with EU policy developments, which increasingly feel compliance‑driven rather than participatory. As Margo mentions:
“It’s becoming harder for brands to follow all the policy developments in Brussels. What we’re trying to do together is make it easier for them to engage and to use the power they already have.”
Rather than creating a new umbrella organisation, the three groups made a deliberate decision to collaborate while retaining their individual identities. This approach allows them to act quickly, build trust, and align their efforts without adding unnecessary complexity.
“We made a very deliberate choice to work together and start collaborating better from tomorrow, instead of creating something entirely new.”
Margo de Lange, It’s Great Out There Coalition
The policy matrix: turning collaboration into action
A central outcome of this collaboration is the policy matrix, developed with Ohana’s support, which maps policy priorities, timelines, and roles across the three organisations. The matrix ensures that advocacy efforts are complementary rather than duplicative, and that partners are not overwhelmed with competing asks.
“This policy matrix allows us to map who is working on what and when. It helps us identify our strengths and amplify each other’s voices.”
Jonas Schneider, Protect Our Winters Europe
For EOCA, the matrix helps prioritise defensive advocacy around biodiversity legislation, including the Water Framework Directive, the Nature Restoration Law, the Birds and Habitats Directives, and the EU Deforestation Regulation (EUDR). These files are particularly relevant as discussions around reopening and weakening existing laws intensify. Recent delays introduced to the EUDR, for example, have highlighted how fragile environmental ambition can be when competitiveness narratives dominate the debate.
For POW Europe, the focus remains firmly on climate policy, particularly the EU’s 2040 climate targets, an essential milestone in delivering on the European Green Deal.
IGOT, meanwhile, uses the matrix to ensure that outdoor activity and access to nature are recognised within EU sport and health frameworks, often by ensuring the outdoors is explicitly referenced in policy documents where it would otherwise be absent.
The role of brands and partnerships
Across all three organisations, brands play a crucial role, not only as funders, but as credible business voices in policy debates. Whether supporting conservation projects, climate advocacy, or grassroots participation initiatives, brand partnerships help translate outdoor values into real‑world impact.
“Strong nature and climate legislation is not a blocker to competitiveness. It’s essential to our business models and our future success.”
Dan Yates, European Outdoor Conservation Association
POW Europe, in particular, emphasises the power of combining grassroots credibility, corporate leadership, and athlete influence.
“This combination creates a very powerful coalition — one that complements the traditional NGO voices already present in Brussels.”
Jonas Schneider, Protect Our Winters Europe
For IGOT, brands are instrumental in shaping how the outdoors is perceived and accessed, from grassroots funding to large‑scale initiatives like the European Week of Sport.
“Advocacy isn’t always about putting on a suit and going to Brussels. Sometimes it’s about showing up, activating people, and demonstrating impact.”
Margo de Lange, It’s Great Out There Coalition
Looking ahead to 2026
As all three organisations strengthen their presence in Brussels, with POW Europe in the process of establishing its headquarters here, 2026 is set to be a pivotal year. The focus will be on deepening collaboration, engaging with a broader coalition of stakeholders, and ensuring that outdoor voices continue to punch above their weight.
“Our hope for 2026 is to work more effectively together — not just as three organisations, but as part of a wider network of progressive voices.”
Dan Yates, European Outdoor Conservation Association
“Coordination is essential if we want to defend climate ambition and deliver on the European Green Deal.”
Jonas Schneider, Protect Our Winters Europe
“We’ve made a strong start. Now it’s about continuing that collaboration in action.”
Margo de Lange, It’s Great Out There
For Ohana, this collaboration exemplifies a core belief: effective public affairs is rarely about acting alone. When organisations align their strengths, clarify their priorities, and work together with partners across the sector, their impact extends far beyond individual campaigns.
In a policy environment that increasingly shapes the future of the outdoors, collaboration is not just beneficial, it is essential.
Key takeaways: collaboration in action
This conversation between the European Outdoor Conservation Association, Protect Our Winters Europe, and It’s Great Out There Coalition is an inspiring and tangible example of what collaboration in public affairs can look like in practice.
At its core, the interview shows how three distinct outdoor NGOs came together around shared beliefs and objectives: protecting the outdoors, safeguarding environmental ambition, and ensuring that people can continue to access and benefit from nature. Rather than competing for attention or influence, they chose to align their efforts and work collaboratively on EU public affairs, as outlined in the European Outdoor Group press release on how campaign groups are uniting to supercharge outdoor industry advocacy.
Importantly, their collaboration does not stop with one another. Each organisation also works closely with brands and industry partners, bringing business voices, grassroots credibility, and lived experience into the policy conversation. In doing so, they extend the impact of this collaboration far beyond their own organisations, creating a ripple effect that reaches across the outdoor sector and into Brussels.
This is a message we have consistently championed at Ohana through our work and throughout our interview series: meaningful engagement in EU advocacy is rarely achieved alone. It is built through trust, coordination, and a willingness to work with others who share your values.
Now it’s over to you. Whether you are a brand, an NGO, a policymaker, or another stakeholder operating in or with the EU, collaboration is key to getting your voice heard and to shaping the future of EU policy. POW Europe, EOCA and IGOT are always on the lookout for contacts to strengthen their policy work, don’t hesitate to reach out!. If this example has inspired you and you would like to support navigating EU public affairs or building effective collaborations, Ohana’s team is here to help.
To discuss how you can collaborate with industry stakeholders, build effective coalitions, and ensure your voice is heard in Brussels, get in touch with Ohana’s team of experts and reach out to POW, EOCA or IGOT.