Mela Bauer: Lisa, thank you so much for taking the time to speak with us. For those who don’t know the Fleiss family yet, could you tell us a little about yourselves?
Lisa Fleiss: Thank you, Mela, for inviting me! I’m Lisa Fleiss, and I run the family business Sport Fleiss together with my brother. We have five locations in Bad Hofgastein and Bad Gastein. My father founded Sport Fleiss more than 30 years ago, in 1988, in this house, a former farmhouse. At that time, my father had the idea to transform the farm into a ski rental shop. Together with his brother, he started sharpening skis here in the house – initially seasonally, for three to four months. About a year or two after founding the business, my father built the first hut for the ski rental. Shortly after, the first shop followed – an exciting development! My father was an avid skier himself and participated in many races, just like my brother and I did.
MB: That fits perfectly, especially since you offer a lot of mountain sports gear in your stores.
LF: Absolutely! Skiing is central to us and our region. My brother, my father, and I all competed in sports during our childhood – skiing, running, and more. My mother was more active in the lifestyle sector, which is also reflected in our customer base. Some people think that only professional athletes shop with us, but that’s not true. Of course, we cater to them as well, but our focus is on lifestyle athletes. For us, sport is a way of life – and our customers notice that, whether they are locals or tourists.
MB: How did you actually get involved in the family business?
LF: That was a pivotal moment in my life. Four years ago, my mother suddenly became ill, and I decided to temporarily take over her responsibilities. Initially, it was an emergency plan, something I wanted to try for a year. Then I realized that I enjoyed the work and decided to stay. Originally, I came from a completely different field. But with the stroke of fate when my mother became ill, everything changed. Since then, I’ve been bringing my own personal touch to the family business.
MB: The trend of sportswear and performance becoming more integrated into fashion is increasingly noticeable. How does that impact your product range?
LF: It definitely has an influence. We observe developments, especially in the fast-fashion sector, like Zara or H&M, which also offer technical sportswear. But that’s not our target customer. Fashion is particularly important in our ski apparel. There have been significant changes, especially in women’s ski fashion – in the past, it was almost mandatory to wear sporty, understated outfits, but today, even advanced female skiers can hit the slopes in style. We offer our customers that balance between function and style.
MB: It’s fascinating how sports are bringing such innovations into fashion. Do you think sports brands are faster in design than fashion brands that first have to integrate functionality?
LF: That’s an interesting question. You see it especially in Japan. There, it’s important to stay active throughout the day, and the combination of functionality and fashion is incredibly inspiring. We don’t just serve athletes but also anyone who wants to stay active – like a mother who goes for daily walks with her dog. It’s about offering the right products for these diverse needs.
MB: You were a competitive skier in your childhood. Do you think that influences your leadership style?
LF: Yes, especially in terms of resilience. In competitive sports, you learn to deal with unexpected situations – whether it’s bad weather or crises like COVID-19. This flexibility helps me in business, enabling me to quickly adapt.
MB: Would you recommend competitive sports to your children?
LF: My brother would probably encourage it more than I would. I leave it open. If they show interest, great. Sport should be fun, and as long as it is, I think it’s beneficial. I rediscovered my love for sports later in life.
MB: Does the location motivate people to be more active?
LF: Absolutely! The region offers many opportunities: biking, climbing, hiking in summer, skiing, and ski touring in winter.
MB: Do you personally engage in these activities?
LF: Yes, mainly skiing and ski touring in winter, and sometimes cross-country skiing. In summer, I enjoy mountain tours and occasionally biking. It depends on what my friends are doing and how it fits into my daily routine.
MB: Our theme for this issue is “Momentum.” It’s about sports, lifestyle, and longevity, but we found “Momentum” fitting as a term that unites them all. How do you define momentum, and what does it mean to you?
LF: For me, momentum means adapting to changing conditions in both sports and retail. The retail landscape has changed a lot, and fashion trends play a significant role in sportswear. It’s also about preserving the values of a family business and bringing the family’s personality into it. Authenticity and experience are more important than ever today.
MB: That’s a big topic, especially for sports brands. If authenticity is missing, the community quickly rejects it. It’s not enough to just offer performance – you also have to live authentically and convey clear values, both as a retailer and a brand.
LF: Exactly, clear values are crucial for momentum. Last year, my brother and I redefined our company values during the transition. Our goal is courage – we come from the sports sector but have become lifestyle athletes. We trust our roots and follow our own path. I really enjoy seeing my personality reflected in the store elements, and when customers notice that, it’s a great compliment.
MB: How do you choose your brands?
LF: I learned it from my mother, who used to take me to trade fairs and showrooms as a baby. Since then, I’ve also used social media, my network, and I proactively approach brands, which she did less often.
MB: Do you still attend trade fairs and showrooms?
LF: Trade fairs are less frequent, but showrooms are crucial, especially in the sports sector. You have to see and test the collections beforehand. Particularly with expensive functional jackets starting at €400, you simply have to try them. A lot happens by chance – you need to be well-connected and keep an eye on what’s happening in the sporty fashion scene. I stay on top of things and also try out new brands. It’s a bit of a gamble – sometimes you test brands that are different from the ones you’ve had before.
MB: What’s your advice for family businesses, especially those with multiple generations?
LF: Good communication is key. I was fortunate that my brother really wanted me in the business. We complement each other well because we have different personalities. It’s also important to define clear roles and remain flexible when things don’t go as planned. Initially, we had direct confrontations, but now we communicate openly. One tip: Don’t hold grudges, communicate well, and treat each other with respect. My father’s advice is valuable – even if we don’t always implement everything. Respect is crucial.
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