Knut Jaeger, founder of Asia Outdoor and Asia Bike and chairman of Beijing Demans Exhibition Consulting Co., Ltd., suffered a sudden heart attack. Despite emergency treatment, he unfortunately passed away in Hong Kong on January 31, 2015, at the age of 72.
As a founding figure and guiding force in the European and Chinese outdoor industries, Mr. Knut Jaeger made tremendous contributions to the development of the outdoor sectors in both Europe and China. In 1976, he founded Big Pack, an outdoor gear company, and began outsourcing production to China in 1978, becoming one of the first to establish cooperation with the Chinese mainland market. In 1990, he initiated the formation of Germany’s first outdoor industry association — the German Outdoor Association — and served as its president for eight years, helping Germany become Europe’s largest outdoor market. In 1993, he established a joint venture in China, introducing Big Pack as the first international outdoor brand to enter the Chinese market. In 1994, as a co-founder, he helped establish the European Outdoor Show in Friedrichshafen, Germany, which later grew into one of the world’s most influential and largest outdoor exhibitions. In 2004, he founded Knut Jaeger Marketing & Development in Shanghai, serving as a bridge between the European and Chinese outdoor markets, while also acting as a marketing consultant in China for Messe Friedrichshafen GmbH, Vaude, and Meindl. In 2006, he founded the Asia Outdoor Trade Show in Nanjing. Under his leadership, Asia Outdoor has grown into the largest professional outdoor exhibition in Asia and is the first outdoor trade show in China to receive UFI (Global Association of the Exhibition Industry) certification. In 2007, he co-founded Beijing Demans Exhibition Consulting Co., Ltd. with Messe Friedrichshafen GmbH and served as chairman, aiming to introduce more world-renowned exhibitions to China. In 2011, he founded the Asia Bike Show in Nanjing, which has since developed into China’s largest professional trade fair for sports bicycles. In 2012, during the Asia Outdoor Show, he released the first China Outdoor Industry Report, providing professional, unbiased third-party data and analysis to support the industry's development. In 2013, he initiated the establishment of the China Outdoor Association (COA) to foster collaboration and communication within the industry. In 2014, he played a key role in bringing the Asia General Aviation Show to China, with the first edition scheduled to take place in Zhuhai in 2015. Over the past thirty-plus years, Knut Jaeger dedicated himself to advancing China’s outdoor industry, offering selfless support and care to numerous outdoor companies and professionals, helping the industry grow steadily, healthily, and vibrantly.
Beyond leading the development of China’s outdoor industry, Mr. Knut Jaeger actively encouraged outdoor enthusiasts to embrace an outdoor lifestyle. He initiated and chaired the Happy Ski Team, composed of outdoor professionals, coaching members in joyful skiing and extending the resilient and optimistic spirit of the outdoors into all aspects of life. He was a mentor and a dear friend to many.
Knut Jaeger’s emails often included a comic strip symbolizing “never give up” — a perfect reflection of his life. He contributed so much to the outdoor industry and continued to fight for it even at the age of 72. His life was full, vibrant, and bright — a nearly perfect finale to a remarkable existence. We should remember him, honor him, and hold him in our thoughts, not just mourn him. His life brought joy to others, and so should his passing — as he would have wished.
We will honor Knut Jaeger’s legacy by continuing to promote the healthy development of China’s outdoor industry.
This is the official obituary.
Announced by the Memorial Committee for Mr. Knut Jaeger
Lin Jiayi, Zhong Chengnan, Sheng Faqiang, Huang Geng, Lu Tunfeng, Zhang Heng, Zeng Hua
Hu Yan Yong, Luo Taoxiong, Wang Baoshun, Zhang Jida, Li Hao, Du Mingrui
February 2, 2015