Outdoor
Outdoor Sports Valley
a centre of excellence in AnnecyAll around Annecy, between lake and mountains, the area is much more than just a playground; it is an ideal base for thinking about innovation.
With products tested in real-life conditions, pioneering companies and passionate talent, Outdoor Sports Valley (OSV) is building a genuine sector of excellence that combines performance, development and responsibility.
Here, outdoor activities are invented, tested and transformed, and a whole ecosystem is emerging around outdoor sports and activities.
Created in the early 2010s, the Outdoor Sports Valley association was born from a simple observation, almost obvious to anyone familiar with the area.
“The region already had an exceptional concentration of outdoor companies, some of which were already very well known, with talented staff and cutting-edge skills. The idea was to build on this existing foundation to capitalise on strengths and pool resources,” recalls Céline Brunel, Managing Director of OSV.
© David Malacrida
Annecy, a real-life testing ground for innovation
The emergence of such an industry in the region is no coincidence. In this rare setting, where quality of life, education, industry, research and inventiveness create a truly vibrant breeding ground, Annecy ticks all the boxes: “an attractive lifestyle, a well-established industrial culture and a direct connection to areas for experimentation and product testing,” emphasises Céline Brunel.
Whether around Annecy, in the regional hubs of Chamonix and Grenoble, or thanks to promising, internationally renowned companies such as Salomon, Rossignol and Decathlon, a stimulating environment is taking shape, encouraging both SMEs and start-ups to think about their development.
From trail running to skiing, cycling to water sports, all activities coexist and all conditions are in place to experiment, adjust and improve. The products are designed where they are used and can be tested in extreme conditions. Partnerships with various branches of the armed forces allow the latest innovations to be put to the test in demanding situations, providing accurate feedback to product developers and enabling each innovation to evolve.
A requirement that fuels innovation and reinforces the international recognition of the French industry.
© Louis Nauche
OSV, the collective at work
Today, OSV brings together a dense ecosystem: companies of all sizes, start-ups, specialised service providers, training centres, institutions and local authorities. Its mission has evolved over time, but remains guided by a founding principle: to start with the needs on the ground.
“We always start with the field, the observations and expectations of companies, and then we collectively reflect on the process to be initiated before taking concrete action,” summarises Céline Brunel. Professional clubs, working groups, experts: nearly 500 members and 40 experts from the sector make up the OSV governance and contribute to strategic thinking projected over three, five or ten years.
© OSV
This is how OSV structures its services to support businesses at every stage of their development: entrepreneurship, financing, HR structuring, pooled purchasing, international expansion, etc. The association responds to all requests while acting as a trusted third party, facilitator and accelerator.
“Our role is to save members time. Our teams provide daily support, whether it’s to advise, guide, connect people or find solutions to problems,” she explains.
As a key point of contact, OSV draws on its geographical and human proximity to businesses to serve as the cornerstone of this business network. Based in the heart of the Glaisins business park, the team of around 12 people acts as an anchor for a sector where competition exists but remains “healthy”, fuelled by a strong culture of collaboration.
A sector of excellence, committed by nature
Intrinsically linked to the environment in which it operates, the outdoor industry must deliver on performance in every respect. Among its founding pillars is, of course, the ability to anticipate transitions and to be, if not exemplary, then at least at the forefront of innovation in terms of sustainability and responsibility.
“The outdoor industry is naturally sensitive to environmental issues, as its activities are directly connected to natural environments. This creates a very strong awareness.”
© OSV
This is why we can truly talk about a sector of excellence. Everything is done to drive innovation, whether in terms of uses, material sourcing, traceability or even in the very concept of the sustainability chain. From the design stage onwards, the aim is to find solutions that will subsequently facilitate repairability, reuse or recycling. There are many challenges, and OSV supports companies in measuring their impact, identifying priority levers and avoiding the pitfalls of greenwashing.
“We’re not perfect, but we’re making progress. Transparency is essential,” insists Céline Brunel.
As a result, collaborative projects such as Ordinary Project, launched last September, which brings together brands, athletes and experts to structure responsible communication on these complex environmental and societal issues, are emerging and helping to align discourse, actions and values.
In search of tomorrow’s talents
Another key feature of the sector is its appeal. And here again, the region plays a major role!
In general, the outdoor sector attracts enthusiasts, people who want to align their values, activities and professional careers.
By acting as an HR observatory through its recruitment platform, OSV Academy-approved professional licences and close ties with training institutions, OSV tackles issues at their root: “We observe and analyse the sector, real-time needs, professions under pressure and future developments,” explains Céline Brunel.
© OSV
Professional licences, training in sewing, product development, marketing, CSR and even artificial intelligence: the programme is structured in direct collaboration with businesses. At the start of the next academic year, in September 2026, OSV will even launch its first Master’s degree, in partnership with IAE. The idea is to offer versions of existing degrees specialising in mountain and outdoor sports or incorporating AI modules applied to the sector. This is a way of tailoring training courses to the needs identified in the field.
And the results speak for themselves: of the more than 500 students trained to date, over 75% are still working in the industry. “This demonstrates a real attachment to this field and a very strong employer brand,” emphasises the managing director.
An identity that permeates the region
Beyond the economy, the outdoor sector plays a key role in promoting the image and appeal of Lake Annecy as a destination. Shops, events, pop-up stores, sports sponsorship, facilities: brands are investing in the region and fostering a shared identity.
“There is a real infusion between the region and businesses,” explains Céline Brunel. “The values of wellbeing, sport and nature complement each other. This creates a sense of emulation that both residents and visitors can feel.”
© OSV
A dynamic where tourism, industry and lifestyle intertwine, reinforcing the image of a committed, innovative and forward-looking region that can count on the support of institutional partners such as the AURA region, Grand Annecy, Chambéry Grand Lac Économie, Chamonix Développement and Grenoble Alpes Métropole, all of which are working together to boost the sector.
Private partners – banks, mutual societies, and other organisations – provide financial support for projects and contribute their economic expertise.
A mark of the region, French excellence
OSV‘s members include companies of all sizes, from major EPI companies to SMEs at various stages of development and start-ups.
Several highly successful businesses have taken off with the association’s support and are true symbols of the sector’s success.
© OSV
When Picture was launched, OSV helped to establish faster connections and supported the team during moments of uncertainty. It provided a model of mentoring and support from other business leaders to help the brand grow. Another example is Samaya, a fledgling company producing mountaineering equipment (tents, bags and accessories) designed for the harshest environments, which was launched by an OSV undergraduate student who then took advantage of the start-up incubator to get his project off the ground. Similarly, Ker Sun, a company that develops a range of clothing designed to protect against the sun, particularly for people with skin problems, benefited from sponsorship and now has 20 employees and is experiencing real growth.
These are just a few stories among many others that demonstrate the momentum generated by OSV and the entire industry. In the years to come, OSV intends to strengthen its regional roots while expanding internationally thanks to a French industry that sets the standard in this field. All this while ensuring that development is conscious and responsible.
One focus is on using data as a management tool, providing companies with a reliable compass for decision-making and strategic direction. Another focus is on raising public awareness, with respect and awareness of the region and its limitations: “We have a responsibility to convey the right messages and empower practitioners to play an active role in protecting the region,” concludes Céline Brunel.
From the shores of Lake Annecy, Outdoor Sports Valley continues to forge a unique path: that of a sector of excellence at the heart of which performance, innovation and environmental awareness advance together, at the height of the peaks and in tune with the seasons.
Another story
Photo credit at top of page:
- © OSV
Journalist: Gaëlle Tagliabue