Chris Tiso: A journey of resilience and integrity

Last week, the Executive Leadership Programme alumni had the privilege of hearing from Chris Tiso, a prominent figure in the outdoor retail industry. His story is one of resilience, adaptability, and unwavering integrity, offering invaluable insights into the world of business.

An unconventional path

Chris Tiso’s journey into business was anything but conventional. He emphasised the importance of adapting to change, staying relevant, and building resilience. His family, with a shared passion for the outdoors, took a bold step by leaving their successful careers to start their own business. They identified a gap in the market for quality outdoor clothing and equipment in Scotland and the UK.

Starting with limited resources, the Tiso family sourced stock on a shoestring budget, often buying items abroad during family holidays in Europe to sell back home. This grassroots approach laid the foundation for their business, emphasising trust and integrity with the community and their suppliers. Despite the emergence of competition, these principles remained central to their operations.

Values and leadership

Chris highlighted the importance of having a clear set of values that guide business decisions. The values established in the 1960s continue to influence Tiso’s operations today, with integrity being a guiding principle. Chris’ career began in the 1990s, taking on various roles within the company. His journey took an unexpected turn when he was thrust into the CEO role following his father’s sudden passing. With no prior experience, he relied on the support of those around him to navigate this challenging period.

The 1990s saw significant changes in the outdoor market, with a shift towards more sophisticated and fashionable apparel. Motivated by the evolving market landscape, Tiso expanded geographically and introduced innovative concepts, such as immersive stores, which set them apart from competitors. This forward-thinking approach was crucial for their growth and success.

The global financial crisis of 2008 and subsequent market fluctuations tested Tiso’s resilience. Despite facing significant financial challenges, the company leaned on strong relationships with banks, suppliers, and brand partners to weather the storm. Chris emphasised the importance of making difficult decisions and bringing in the right talent to ensure the business’s survival and growth.

Partnership and adaption

In recent years, Tiso was acquired by JD Sports Fashion, which has brought new opportunities and challenges. Chris has had to adapt to a different organisational culture, balancing the agility of an SME with the processes and governance of a PLC. Despite these challenges, the core values of integrity and authenticity remain central to their operations.

Chris Tiso’s journey is a testament to the power of resilience, adaptability and integrity in business. His story inspires current and future leaders to stay true to their values, build strong relationships, and continuously adapt to the ever-changing market landscape. As he continues to lead and innovate, Chris remains committed to creating a positive and exciting future for the Tiso brand and its community.

Executive Leadership Programme

FWB and the University of Edinburgh Business Schools Executive Leadership Programme (ELP) was established following the successful launch of the Executive Women in Leadership and Non-Executive Development Programmes, all of which have supported over 600 delegates in furthering their careers. The ELP is designed to enable the next generation of leaders across multiple ownership classes or organisations within a broad range of private, public and non-profit sectors.

If you are interested in learning more about our ELP or would like to express interest in enrolling in our 2025 programme, please email Laura at elp@fwbltd.com.