Sports + Outdoor Mentors
Join our community as we build the definitive content source to inspire and motivate sports and outdoor industry leaders, providing practical career and business insights. We started with a podcast and YouTube channel, and in 2025, we’ll be adding webinars, newsletters, and more. Click the follow button to keep updated and join the community. You can watch the podcast on YouTube and Spotify or listen to it on your favourite podcast platforms, including Apple and Spotify.
Episodes
Business Failure Is Not Personal Failure with Dave Hanney CEO of Alpkit
Most people assume leadership gets easier with experience.
Dave Hanney, CEO of Alpkit, would probably tell you the opposite.
The problems change. The context changes. The market changes. And every time you think you've found the playbook, something comes along and proves it doesn't exist.
Dave has spent more than two decades building businesses in the outdoor industry. He helped scale GO Outdoors
Why the Best Leaders Move Faster on Tough Decisions with Georgina Kirby General Manager at Kari Traa
The reality of building a career in founder-led businesses and then stepping into leadership yourself.
Today’s guest is Georgina Kirby, General Manager at Kari Traa.
Georgina is an experienced outdoor industry leader with over 20 years in premium brand-led businesses. She’s built her career across fast-growing, founder-led brands and now leads the instantly recognisable base layer brand, Kari
The mistakes no one talks about, with Bergans of Norway CEO, Silje Garberg Ree
What does it actually feel like to step into a CEO role for the first time… especially when the business needs fixing fast?
In this episode, I sit down with Silje Garberg Ree, CEO of Bergans of Norway, to talk about what it actually looks like to step into a CEO role for the first time.
We get into the shift from consulting to “real business,” why strategy is often the easy part, and what it reall
What 20 Years as CEO Teaches Us About Leadership with Martin Axelhed, CEO of Fjällräven
Becoming a CEO is challenging under any circumstances. Doing it at 29, after a phone call from the company’s founder, is something else entirely.
In this episode of Outdoor Voices, host Dan Trapp sits down with Martin Axelhed, CEO of Fjällräven, to explore a leadership journey that began on the shop floor of a retail store and eventually led to running one of the world’s most respected outdoor bra
Leadership Has a Price | Johannes Jurecka, CEO of All4Golf, Europes largest golf ecommerce store
In this episode of the Sports+Outdoor Mentors Podcast, host Dan Trapp is joined by Johannes Jurecka, CEO of All4Golf, Europe's leading e-commerce golf retailer.
Johannes shares his experience navigating leadership, strategy, and organisational transformation in the sports and outdoor retail space.
We explore what it really takes to drive meaningful change inside organisations, from engaging te
What the Outdoor Industry Gets Wrong About Leadership with Martin Riebel, CEO of Schwan-STABILO Outdoor
In this episode of Sports+Outdoor Mentors, we sit down with Martin Riebel, CEO of Schwan-STABILO Outdoor, to challenge some long-held assumptions about both digital and physical retail, leadership decision-making, and how the outdoor industry adapts to change.
Martin shares candid reflections on what leaders thought they knew about brick-and-mortar retail and why some of those assumptions no lon
Opening up the outdoors and closing the nature gap with Anthony Owosekun, CEO of EMPOCA
In this episode of Sports+Outdoor Mentors, I sit down with Anthony Owosekun, Founder & CEO of EMPOCA, to explore an essential leadership challenge and opportunity: closing the nature gap and making the outdoors truly accessible.
Anthony shares his personal journey into outdoor leadership and the realities faced by Black children and young people across Europe regarding access to nature, envi
Go Further, Lead Smarter: Xavier Le Guen’s Playbook for Career Adventure and Bold Leadership
What does it really take to become a transformative leader in the sporting goods and outdoor industries?
Join us for a vibrant, honest, and actionable conversation as we sit down with Xavier Le Guen, the inspiring leader behind Salomon's Winter Sports Equipment business and a 16-year veteran of the global outdoor sports industry.
Xavier shares the pivotal moments and bold decisions that defined hi
Hunting for the next Sports and Outdoor Unicorn with Armelle Solelhac
Join us for an inspiring conversation with Armelle Solelhac, a visionary who fearlessly pivoted from law to entrepreneurship, and now, to the competitive world of Venture Capital. In this episode, Armelle takes us on her incredible journey, sharing the raw challenges and exhilarating triumphs that led her to build her own VC fund focused on the French outdoor sports and travel industries.
Discover
Why NNormal CEO Says the Outdoor Industry is Broken (And How He's Fixing It).
In this episode, NNormal CEO Sito Luis Salas shares his honest perspective on the outdoor industry's challenges and explains why his brand is taking a different path forward.
From challenging the dominance of other sports brands to building authentic values in a world of marketing hype, ex-Campers, Sito reveals the uncomfortable truths about brand building that most executives won't admit.
Disco
From Nickelodeon to Nikwax: Purpose-Driven Marketing insights
Get inspired by Laura Ball, Group Marketing Director at Nikwax, as she shares her remarkable journey working with global brands such as Nickelodeon and the Jamie Oliver Group, and her current role as a leader in sustainable outdoor products.
She's a perfect example of what "outside of the industry leaders" can bring to the game!
In this episode, Laura reveals how she has combined high-perfor
Becoming the first female executive at a 118-year-old company!
Join us for an inspiring conversation with Liz Wilson, a pioneering female leader in the sports and outdoor industry.
In this in-depth interview, Liz shares her remarkable journey, spanning 30 years of building world-class products and teams at iconic brands, including Nike and The North Face, and now as the General Manager for Softgoods at the Rossignol Group.
Episode highlights:
✳️ Career am
The Secret to Standing Out at Work!
In this episode, Cedric Georges, CEO of North Action Sports Group, recounts his impactful career trajectory, beginning with 12 foundational years at Procter & Gamble, followed by his transition to Odlo.
He details how these experiences instilled critical sales, management, and leadership skills, emphasising the importance of continuous learning and embracing challenges.
He also reminds us of t
Why The Journey Matters More Than The Finish! With Rab and Lowe Alpine CEO, Richard Leedham.
Step into the inspiring journey of Richard Leedham, CEO of Equip Outdoor Technologies, home to iconic brands RAB and Lowe Alpine.
From his humble beginnings as a sales rep to becoming a leader in the outdoor industry, Richard shares invaluable lessons on leadership, resilience, and the power of loving what you do.
In this engaging conversation, Richard discusses:
✅ The importance of embracing disc
How we built Irelands Fastest Growing Outdoor Lifestyle Brand
Are you tired of hearing the word "sustainable" thrown around without real meaning?
Matt Creighton, founder of Irish Outdoor Lifestyle brand, Bleubird, is too!
In this new episode of Sports & Outdoor Mentors, Matt gets honest about why Bluebird stopped using the word "sustainable" and what they're doing instead to be truly eco-conscious.
Matt chats about the challenges and triumphs of bu
The Secrets of Growing a Brand from 0 to £100 million with Richard Sutcliffe Founder of Passenger
Join us for an inspiring conversation with Rich, founder of Passenger Clothing, as he shares his remarkable journey from electrician to founding a £100M+ outdoor brand. Discover how passion, humility, and the right team transformed a small startup into a global success story.
Key highlights:
The pivotal transition from tradesman to brand founder
Building an authentic outdoor brand focused on es
The Power of Circular Business Models: Lessons from Eva Karlsson, Houdini Sportswear's Long-Time CEO on Sustainable Innovation
Discover how Houdini's Former CEO, Eva Karlsson, has been revolutionizing the outdoor apparel industry for over twenty years by pioneering circular business models and driving sustainable innovation.
In this insightful episode, we delve into how Houdini balances environmental responsibility with cutting-edge product design, creating a blueprint for businesses to thrive in the age of sustainabili
From Surf Instructor to Business Leader: Will Hayler on Building Blue Earth Summit
Join us for an open and honest conversation with Will Hayler, Co-Founder and CEO of Blue Earth Summit, as he shares his journey from teaching surfing in Cornwall to leading one of the most innovative sustainability platforms in the business world.
Key moments in this episode:
How Will built his first business, Tickets to Ride, from surf lessons to a global adventure sports company
The art (or not
Tim Selby: Leadership Lessons from the Top of Merrell
Learn practical leadership skills from Tim Selby, Merrell's EMEA VP & GM, in this episode of Sports+Outdoor Mentors!
Key takeaways include:
- The power of vulnerability in leadership
- Building high-performing teams through empowerment
- Overcoming obstacles and achieving ambitious goals
- Strategies for navigating the evolving outdoor industry landscape
Tim shares his personal and profession
Leading Beyond Limits: Dave Bunting MBE on Everest, High-Performance Teams, and Life Lessons
In Episode 38 of the Sports & Outdoor Mentors podcast, we sit down with Dave Bunting MBE, a leader who has pushed boundaries on and off the mountains. From leading a groundbreaking expedition to the West Ridge of Everest to building high-performance teams in the business world, Dave’s journey is packed with life lessons and inspirational stories.
What you’ll discover in this episode:
✳️ Th
You Don’t Need to Know Everything; Why Trust Beats Control in Leadership with CEO of ARION, Markus Hupach
“You need to know everything; this is bullshit.”
Markus Hupach, CEO of ARION, doesn’t hold back in this episode of Sports+Outdoor Mentors.
Filmed live on the ISPO Munich main stage, we explore the leadership strategies every modern leader needs to succeed in today’s volatile world.
🚀 **What You’ll Learn in This Episode:**
Why trust-based leadership outperforms command-and-control styles.
Ho
Kim Scholze Shares 25 Years of Expertise: From Outdoor Innovation to Leading Sustainability Efforts
In this inspiring episode, we sit down with Kim Scholze, a professional with 25 years of experience in the outdoor and sports industry. Kim has seen everything from working with iconic brands like Salomon and Nytro to other roles at ISPO and Sympatex. Her expertise covers sales, marketing, and product creation, but today, her mission is clear: driving sustainability in the industry she's passionat
Building a Sustainable Brand: SAOLA Shoes CEO Guillaume Linossier on Funding, Challenges & Growth
In this episode, we sit down with Guillaume Linossier, Founder and CEO of SAOLA Shoes, a brand dedicated to sustainability and eco-friendly footwear.
Guillaume’s journey is rooted in a commitment to the environment and shaped by over 15 years of experience with the Lafuma Group, where he honed his skills in the outdoor industry.
Guillaume shares the challenges and rewards of building a purpose-dri
David Birch: from a hospital bed to building the world's largest rewards and loyalty platform
In this episode, we sit down with David Birch, CEO and Founder of Endurance Zone, a company centered on helping athletes harness the power of endurance training to unlock peak performance. David's journey is one of resilience and transformation—from a professional rugby player to a successful entrepreneur after a serious back injury altered his career path.
David shares insights on navigating the
Unlocking the Future of Sports: Trends, Challenges, and Insights with Tobias Grober of ISPO
In this episode of the Sports and Outdoor Mentors podcast, we sit down with Tobias Grober, the Executive Director of Messe München and the long-time leader of ISPO, the world's largest Sporting Goods trade fair.
With over 30 years of experience, Tobias shares his insights on the unique benefits of working in sectors beyond sporting goods, the challenges and opportunities currently shaping the ind
Leading with Purpose: Charlotte Cox on Coaching and Building Diverse Teams at Pentland Brands
In this episode, we sit down with Charlotte Cox, EMEA President of Pentland Brands, the company behind iconic sports and outdoor brands like Speedo, Berghaus, Endura, and many more.
With incredible experience in leadership and brand management, Charlotte shares her thoughts on the critical role coaches play in shaping careers and the importance of staying true to yourself in the workplace.
Charlo
Running to Success: Mike’s Journey in Event Management and the Power of Community at Raccoon Media Group
In this episode, we chat with Mike Seaman, Founder and CEO of Raccoon Media Group. Mike has 20 years of experience in event management and shares his journey from portfolio management to founding and growing his own business.
As someone who thrives on the community’s energy, Mike ensures the community is at the centre of everything Raccoon Media Group does when promoting healthy, active lifestyle
Riding the Waves of Change: ACM Co-Founder Matt Barr's Journey from Snowboarding to Business Leadership
Join us in this episode of Sports and Outdoor Mentors as we sit down with Matt Barr, co-founder and co-owner of All Conditions Media, to explore his unique path from travelling the globe as a snowboarder to leading a successful action sports media agency.
Matt talks candidly about the early days of writing for snowboard magazines, navigating the challenges of entrepreneurship, and adapting to a r
Building Success through Trust, Fun, and Hard Work by Oxbow co-owners E. Debrueres and J.C. Chetail
In this heartening episode of “Sports & Outdoor Mentors,” we explore the relentless pursuit of dreams with Manu and JC, the dynamic duo behind the iconic surf brand Oxbow.
With over five decades of collective experience in the sports and outdoor industry, they share their journey through the highs and lows of leadership, from overcoming monumental challenges to acquiring Oxbow.
Their story i
Olympic Mindset: Tom Bosworth, Olympian/Agent on Overcoming Challenges and Building a Lasting Legacy
Join us for an inspiring conversation with Tom Bosworth MBE, double Olympian, world record holder, and now a dedicated track and field agent.
In this episode of Sports and Outdoor Mentors, Tom opens up about the highs and lows of his 13+ years as a professional athlete, sharing invaluable lessons on resilience, sacrifice, and the importance of a balanced life.
Discover how Tom has transitioned fro
The "Infectious" Outdoor Retail Industry | Insights from JD Outdoor Group CEO, Lee Bagnall.
Dive into the captivating world of outdoor retail with our exclusive interview featuring JD Outdoor Group CEO, Lee Bagnall, an industry veteran.
Discover what makes this field so infectious and rewarding, both from an industry and a retail perspective. Lee shares personal anecdotes about his journey into the outdoor industry, the joys of interacting with enthusiastic customers, and the unique chal
A lifetime of leadership: J-M Pambet, Former Salomon President & CEO / Board Member and Advisor
Join us for a compelling conversation with an accomplished leader in the outdoor industry. Uncover the influence of North African roots, the decision to attend HEC Business School, and the transformative periods at Salomon. Hear about the challenges and successes of the first five years at Salomon and the pivotal transition from sales to product management.
Learn the critical elements of building
Behind the Scenes:Entrepreneurship and Passion in Sports & Outdoor Media by Alternative 138 founders
Join us for a captivating episode of Sports and Outdoor Mentors featuring Danielle and Philip, the visionary founders of Alternative 138.
This marketing and media production agency is making waves in the industry with innovative approaches and a deep passion for the outdoors.
With a rich history spanning four decades, Danielle and Philip discuss their path to entrepreneurship, the synergy between
Leadership in Turbulent Times: Snow Peak Senior Managing Director, Noah Reis's Journey
"Sports & Outdoor Mentors" is thrilled to present a profound episode with Noah Reis, the Senior Managing Director of Snow Peak for North America and Europe.
Explore Noah's heartfelt and human-centric leadership journey, from his roots in the travel and consulting industries to his transformative role at Snow Peak.
In this episode, Noah shares his personal and professional challenges, including
"Tougher Than the Rest: 111 Years of Leadership” with Sport Schuster Co-CEOs Rainer Angstl and Konstantin Rentrop
Join us for an exciting episode of Sports and Outdoor Mentors as we chat with Rainer and Konstantine, the dynamic co-CEOs of Sport Schuster in Munich.
Discover their incredible journey through 50+ years in the sports and outdoor industry, and how they led the iconic store through tough times, including the COVID-19 pandemic.
Get inspired by their passion for sports, innovative strategies, and co
Columbia Sportswear International Business Development Director, Esther Woollett’s Passion and Perseverance
Discover the riveting world of Leadership thanks to Columbia Sportswear International Business Development Director EMEA, Esther Woollett and her path through Passion and Perseverance.
This new episode illuminates the powerful blend of tenacity, collaboration, and deep personal commitment in leadership.
Follow Esther, a dynamic executive whose career trajectory includes influential roles at global
Marine Turned CEO: Insights from Jöttnar Co-Founder & CEO, Steve Howarth
In this captivating episode, we delve into the extraordinary journey of Steve Howth, the CEO and co-founder of the pioneering UK outdoor brand, Jöttnar. Born from two decades of gruelling military experience and a deep-rooted passion for the outdoors, Steve shares the inception story of Jöttnar, tracing back to his compelling decision to join the Royal Marines at 19 and the pivotal role the Norweg
Breaking Barriers: Montirex, Amanda Calder-McLaren Journey from Choir to Outdoor Industry Titan
Join us in this riveting episode of "Sports and Outdoor Mentors" as we dive into the inspiring journey of Amanda Calder-McLaren, the CMO of Montirex and former North Face executive.
Discover how Amanda transitioned from a gospel choir singer in North London to a key player in the outdoor sports industry.
We discuss her bold moves and fearless questions that defined her career path, her pivotal rol
From the ground up: Equip Outdoor Technologies Executive Chairman, Matt Gowar's epic 30-year journey
In this insightful episode, Equip Outdoor Technologies, Executive Chairman Matt Gowar shares his remarkable 30-year journey in the outdoor industry, from founding Equip Outdoor Technologies to acquiring and leading iconic brands like RAB and Lowe Alpine.
He delves into the highs and lows of entrepreneurship, the strategic acquisitions that propelled his company forward, and the leadership philosop
Leading with Heart: Oberalp Group VP, Ruth Oberrauch's Journey in Outdoor Innovation
Step into the empowering world of Ruth Oberrauch, the trailblazing Vice President of the Oberalp Group, as we explore her remarkable journey across various domains of marketing, HR, sustainability, and brand management.
Our latest episode unveils Ruth's story, from her initial uncertainties to her profound impact on the outdoor industry. Hear about her transformative experiences from fashion retai
From Global Stages to Startup Success: ARION CEO, Markus Hupach’s Leadership Journey in Sports&Tech
Dive into an enriching conversation with Markus Hupach, CEO of ARION, and explore the vast terrain of leadership within the sports and outdoor industry.
With an expansive career that includes pivotal roles at Runners Point, Sport 2000, and ASICS, Markus brings a wealth of experience and a deep passion for sports that started in his childhood. This episode not only tracks his professional evolutio
Transforming Passions Into Purpose: OIA CEO Andrew Denton's Journey in the Sports & Outdoor Industry
Join us for an inspiring episode of "Sports+Outdoor Mentors," where we delve deep into the captivating journey of Andrew Denton, CEO of the UK Outdoor Industries Association.
With nearly four decades of experience, Andrew shares his remarkable story from aspiring zookeeper to a leading figure in the sports and outdoor industry.
Discover how his passion for the outdoors, relentless persistence, a
President & CEO Juan Vargues Unveils Dometic's Bold Leap from Industrial Giant to Outdoor Icon!
Join us in an enlightening conversation with Juan Vargues, the dynamic President and CEO of Dometic Group, on this episode of Sports and Outdoor Mentors. Delve into the compelling story of a leader who transformed an industrial heavyweight into a trendsetting outdoor lifestyle brand, making waves across the globe.
In this deep dive, Juan Vargues shares the pivotal moments that shaped his leadershi
Fuelling Success Through Failure: Salomon President & CEO Franco Fogliato's Impact in the Industry.
In this captivating second episode of our two-part series on Sports and Outdoor Mentors, we dive deep with Franco Fogliato, the visionary CEO and President of Salomon.
Starting from humble beginnings in junior sales roles, Franco quickly ascended to leadership positions at industry giants like The North Face and Columbia Sportswear, bringing a wealth of experience and insights.
This episode not on
Trailblazing Success: Franco Fogliato's Journey from the Dolomites to the Helm of Salomon
In this gripping first episode of a two-part series of Sports+Outdoor Mentors, we dive deep into the life of Franco Fogliato, a luminary in the sports and outdoor industry and the visionary CEO and President of Salomon.
From humble beginnings in a small Italian town, Franco shares his transformative journey through pivotal moments, from rejecting a lucrative banking career for the love of the outd
Transforming Tradition: Ordnance Survey MD, Nick Giles, on Digital Revolution & Leadership Passion.
Dive into an inspiring Sports+Outdoor Mentors episode featuring Nick Giles, Managing Director of Ordnance Survey Leisure.
Despite audio challenges, this interview at their headquarters is a goldmine of insights on overcoming personal adversity, leading digital transformation in a traditional map-making company, and the crucial role of passion in leadership.
Discover how Nick's early experiences a
Transforming Leadership and Culture in the Fast Lane: Insights from On's Chief People Officer
Discover the Art of Leadership and Cultural Innovation with Noa Perry-Reifer, Chief People Officer at On
Join us with Noa Perry-Reifer, the visionary Chief People Officer at On, the renowned sports and outdoor brand making waves worldwide. Noa reveals the secrets behind fostering a thriving culture of innovation, driving exponential growth, and leveraging failures to fuel success.
**What You'll Le
Icebug CEO David Ekelund: Sustainability, Collaboration & Wisdom Secrets for a Future-Driven World!
Sports + Outdoor Mentors is a source of inspiration, motivation, practical career, and business lessons for future and existing sports and outdoor industry leaders.
Join us every Sunday for a new episode.
In this episode, Icebug Co-Founder & CEO David Ekelund talks about the challenges of founding and running a family business, his people leadership approach but also his commitment to sustaina
Insights into leading a global brand from Sara Molnar, President & CEO of Peak Performance
Sports + Outdoor Mentors is a source of inspiration, motivation, practical career, and business lessons for future and existing sports and outdoor industry leaders.
Join us every Sunday for a new episode.
Peak Performance President & CEO, Sara Molnar shares insights into her journey from law to leadership, finding the right balance as well as the importance of diversity and much more.
Sara Mol
Owning the family business and becoming a Premium brand: the journey of Norrøna CEO Jørgen Jørgensen
Sports + Outdoor Mentors is a source of inspiration, motivation, practical career, and business lessons for future and existing sports and outdoor industry leaders.
Join us every Sunday for a new episode.
Norrøna CEO Jørgen Jørgensen talks about running the 4th-generation family business, his ability to learn from mistakes, being interested in everything, the importance of putting the consumer fir
People, Planet, Profits: visions of Nick Hounsfield, Founder & Chief Vision Officer of The Wave.
Sports + Outdoor Mentors is a source of inspiration, motivation, practical career, and business lessons for future and existing sports and outdoor industry leaders.
Join us every Sunday for a new episode.
In this episode, meet Nick Hounsfield, Founder and Chief Vision Officer of The Wave, Inland Surfing as he shares insights into life before The Wave, his motivation, his struggles and much more.
The truth about bad decisions from Daniel Macaulay, Founder of Brandwave Marketing
Sports + Outdoor Mentors is a source of inspiration, motivation, practical career, and business lessons for future and existing sports and outdoor industry leaders.
Join us every Sunday for a new episode.
In this episode, Daniel Macaulay, Founder of Brandwave Marketing, shares insights into life-changing events, identifying his why and following it, bad decisions and much more.
Daniel Macaulays'
From mid-distance runner to CEO of Outdoor brand Jack Wolfskin | Career insights and advice
Sports + Outdoor Mentors is a source of inspiration, motivation, practical career, and business lessons for future and existing sports and outdoor industry leaders.
Join us every Sunday for a new episode.
In this episode, Richard Collier, CEO of Jack Wolfskin, shares valuable insights into his career path from being a middle-distance runner, his time at Adidas as a Product Manager, being a con
Keeping focus | Benefit from the experience of Franz Bittmann, founder and CEO of namuk
Sports + Outdoor Mentors is a source of inspiration, motivation, practical career, and business lessons for future and existing sports and outdoor industry leaders.
Join us every Sunday for a new episode.
In this episode, meet Franz Bittmann, Founder & CEO of namuk, the kids' brand, as he shares insights into life before Namuk, the challenges of finding a home/work balance, sustainability,
The Chairman of Mammut, Greg Nieuwenhuys on Family, AI, Sustainability and Much More.
Meet Greg Nieuwenhuys, the Chairman of Mammut and Wattbike, as he shares insights on putting family first, his competitiveness, cultural differences, vulnerability, AI, sustainability, and much more.
The Co-founder and CEO of Picture Organic Clothing on building a purpose-driven brand.
Meet Julien Durant, the Co-founder and CEO of Picture Organic Clothing, as he shares insights into his early motivations and career, launching and leading a purpose-driven brand with two friends, the value of having a Mentor, and much more.
Romain Millet on China, Digital, Family, Being Alone and Much More
In this episode, Romain Millet, the CEO of Millet Mountain Sports, talks about his time in China, the role of Digital, the importance of family, feeling alone as a CEO, and much more.
Recommended
1-2-3 Learn Spanish with Me!
128 Civics Questions for U.S. Citizenship Test
12 Hour Sound Machines for Sleep (no loops or fades)
#12minconvos
12 Minute Meditation
12 Rules for Life: An Antidote to Chaos by Jordan B. Peterson, Book Summary, Podcast, English
1440 Explores
1490 Doom - Lore Series Podcast
15 MINS OF FAME
15 Minute Mysteries: The Deep Dive
15 minutes de grâce et de vérité
15 Minutes of Infamy
