In ancient China, addressing someone as “xiansheng” (Mr.) conveyed the idea that the person was learned or virtuous, akin to a mentor or teacher.
Mr. Knut Jaeger, a founding figure and guiding force in both Europe and China’s outdoor industry, dedicated his life to making significant contributions to the outdoor and trade show sectors, earning the respectful title of “Mr. Jaeger” from all who worked with him. Now, four years have passed since he left us. Every year at this time, our longing intensifies, and the memories of our time with him become even clearer in the minds of the Nanjing Ningfei team.
On the occasion of Mr. Jaeger’s 60th birthday, a reporter once asked, “If you were to start a new life from now, what would you do?” Speaking about his career, Mr. Jaeger said:He would spend several years in China, working with friends there to develop the outdoor market. He saw tremendous challenges in China but predicted that it would become the world’s largest outdoor market.
Thus, in 2005, at the age of 62, Mr. Jaeger met the predecessor of the Ningfei team in Nanjing—Li Hao’s exhibition operation team. From the beginning, the team impressed him with their proficiency in foreign language communication, mastery of exhibition processes, and ability to answer questions on the spot. Over time, Mr. Jaeger’s meticulous care and selfless sharing of experience continuously elevated the international and professional standards of the Ningfei team. Together, they strove toward a common goal: promoting the healthy and sustainable development of China’s outdoor industry. Mr. Jaeger was the Ningfei team’s most respected colleague, warmest mentor, and dearest friend.
The outdoor industry has never forgotten the dedication Mr. Jaeger poured into it.
In 1976, Mr. Jaeger founded the Big Pack outdoor equipment company, and later in 1978, he began outsourcing production to China, marking one of the first collaborations with the Chinese mainland market.
In 1990, Mr. Jaeger initiated the establishment of the first outdoor industry association in Europe—the German Outdoor Association—and served as its president for eight years, helping Germany become Europe’s largest outdoor goods market.
In 1993, Mr. Jaeger established a joint venture in China, introducing Big Pack as the first international outdoor brand to enter the Chinese market.
In 2006, Mr. Jaeger founded the Asia Outdoor Show and brought it to Nanjing.
In 2011, Mr. Jaeger founded the Asia Bike Show and brought it to Nanjing.
In 2013, Mr. Jaeger, together with Nanjing Ningfei, initiated the formation of the “China Outdoor Brand Alliance (COA)” by outdoor brands, aiming to promote the development, cooperation, and exchange within the outdoor industry.
Beyond leading the development of China’s outdoor industry, Mr. Jaeger also encouraged outdoor enthusiasts to actively embrace outdoor living. As a coach in the joyful ski team composed of outdoor professionals, he enthusiastically guided everyone in enjoying skiing. To this day, the annual “Happy Skiing” event remains a cherished gathering for outdoor enthusiasts to set aside heavy workloads and commercial interests, willingly coming together. Mr. Jaeger planted the spirit of unity and mutual support in the outdoor community deep into everyone’s work and life through his actions.
Mr. Jaeger devoted his life to advancing the outdoor industry. He aimed to design more functional outdoor products for the market, sought to drive progress in both China’s outdoor and exhibition industries, and strived to fulfill his dream of returning to nature… The Ningfei team, mentored by him, has taken on this mission: using a professional, innovative, and efficient exhibition platform to give back to China’s outdoor industry, calling on more people to step outdoors and fall in love with it.
As Mr. Jaeger’s son once said in remembrance of his father,“Perhaps we shouldn’t be sad about my father’s passing, but rather grateful that we had the chance to meet him and share wonderful moments with him.”The Nanjing Ningfei team keeps Mr. Jaeger’s legacy close to heart, embraces the present, and actively works to realize the dreams he once left unfinished. We believe that one day, we will meet again—in an outdoor world just as you envisioned.