In this episode of The Negotiation podcast, host Todd Embley welcomes back Justin Downes, President of Axis Leisure Management and one of the foremost experts on skiing and winter sports development in Asia.

With nearly two decades of experience shaping China’s ski and snowboard industry — including playing a role in the infrastructure behind the Beijing 2022 Winter Olympics — Justin brings a rare, on-the-ground perspective. More recently, his work in Japan’s ski market gives him a comparative lens on how Asia’s two most important winter sports economies are evolving.

With the Milan 2026 Winter Olympics on the horizon, this conversation dives into participation trends, market growth, and where the biggest opportunities lie for brands, operators, and investors across China and Japan.

Discussion Points

· Where Justin is joining from and what he’s been focused on since his last appearance

· A high-level assessment of the 2025–2026 ski season in China

· Comparing the outlook for China and Japan’s ski markets — similarities and divergences

· Data and trends around skier and snowboarder participation in China

· How the profile of the “typical” Chinese skier has evolved in recent years

· Chinese athletes to watch ahead of the Milan 2026 Winter Olympics

· Whether Milan 2026 could spark another participation boost across China and Asia

· The evolution of indoor skiing in China and its role in market development

· Commercial opportunities across resorts, equipment, apparel, training, and experiences

· Key takeaways on what the next five years hold for skiing in China and Japan

In this episode of The Negotiation Podcast, host Todd Embley sits down with Nichola Quail, Founder and CEO of Insights Exchange and a leading global market research strategist. Nichola works at the intersection of strategy, research, and execution, helping brands access the right insights to make smarter decisions in complex and fast-changing markets.

Nichola shares her career journey and the motivation behind founding Insights Exchange, a platform designed to connect companies with best-in-class research specialists around the world. She explains how her work helps organizations cut through noise, avoid costly missteps, and gain a clearer understanding of consumers across diverse markets.

The conversation explores why market research has never been more important, particularly as brands expand internationally and respond to rapidly shifting consumer behaviors. Nichola also discusses common mistakes companies make when interpreting data, and highlights insights from recent global research reports that reveal how consumer attitudes and priorities differ across regions.

Discussion Points

• Nichola’s professional background and the founding story behind Insights Exchange
• How Insights Exchange supports brands with tailored global research and insights
• Why market research is critical for navigating uncertainty and entering new markets
• Common pitfalls brands face when misinterpreting or misusing research data
• Key findings from recent reports across multiple international markets
• How strong insights can drive better strategy, product decisions, and market entry success

In this episode of The Negotiation Podcast, host Todd Embley is joined by Jacob Cooke, CEO of WPIC Marketing + Technologies, to unpack the significance of Canadian Prime Minister Mark Carney’s visit to Beijing—the first by a Canadian prime minister in eight years.

Jacob provides a timely analysis of what this visit signals for Canada–China relations after nearly a decade of diplomatic and trade tensions. The discussion focuses on why the visit itself matters, particularly as Canada navigates U.S. tariffs, economic pressure at home, and shifting global trade dynamics.

The conversation explores what Canadian businesses are hoping to see from the trip, including reduced friction, improved market access, and momentum on longstanding trade issues affecting sectors such as agriculture, seafood, and pet food.

Turning to consumer brands, Jacob examines how Canadian companies like Lululemon and Arc’teryx continue to compete in China amid the rise of guochao and strong domestic players such as Bosideng. He explains why success in China is less about nationality and more about performance, quality, and lifestyle positioning.

Finally, the episode looks ahead at whether a diplomatic reset is necessary for renewed Canadian investment in China—and how improving political ties can help restore confidence in boardrooms, even without immediate policy breakthroughs.

Discussion Points

• Why Mark Carney’s Beijing visit is symbolically and strategically significant
• What Canadian corporates are realistically expecting from the trip
• Potential outcomes that would signal a positive shift in Canada–China relations
• Trade barriers affecting Canadian agriculture, food, and pet-related exports
• How Canadian consumer brands compete amid guochao and rising local champions
• Whether diplomatic tensions have held back Canadian business in China
• Why geopolitics rarely drive Chinese consumer purchasing decisions
• How a diplomatic reset could reduce risk and unlock new commercial momentum