Finnish Hunters’ Association
Accelerating digitalisation by activating the digital strategy
Strategy activation | Change leadership | Member insight
January 2026
Finnish Hunters’ Association turned to After to ensure that the objectives of the digital strategy approved in November 2024 are achieved, and that the strategy is implemented systematically. Together, the Association and After built effective structures for activating the strategy, accelerating the progress of several member-benefiting services and initiatives during 2025.
The journey towards digitalisation
The 100-year-old Finnish Hunters’ Association is home to all hunters, those interested in hunting, and people who value Finnish hunting and outdoor culture. The purpose of the Association’s digital strategy is to define the direction for leveraging digitalisation and to guide decision-making on digitality.
The goal of the ongoing collaboration between the Finnish Hunters’ Association and After is to ensure that the implementation of the digital strategy progresses as planned, that the benefits of digitalisation are realised as expected, and that digitalisation supports the Association’s overall objectives.
“The digital strategy project leadership worked very well. The work was well coordinated, and we were able to make real progress.”
Petri Kuossari
ICT Manager, Finnish Hunters’ Association
Ongoing collaboration: Digital strategy project lead
Successful activation of the digital strategy requires setting up a systematic project organisation. At the start of the collaboration, After worked together with the owners of the digital strategy action areas to create the structure and operating practices for implementation. A continuously updated roadmap, bi-weekly follow-up meetings, regular communication, and concrete objectives and metrics ensured steady progress.
To clarify the direction of future digital services, After and the Finnish Hunters’ Association conducted a member survey on the relevance and usefulness of digital services. The survey, carried out in summer 2025, received responses from over 3 000 members. Based on the results, we defined a vision for future digital services, further complementing the digital strategy.
One of the challenges identified in the digital strategy was the Association’s Metso membership register, which hindered digitalisation. After facilitated discussions with elected representatives and members on renewing the register.In November 2025, the Association’s Board approved an investment in a new membership register. This enables the development of services envisioned in the digital strategy and digital services vision over the coming years.
The collaboration between the Finnish Hunters’ Association and After continues in 2026.
Business impact
1
Systematic activation of the digital strategy: objectives, timeline, responsibilities, monitoring and communication.
2
A future digital services vision based on the needs and expectations of over 3 000 members.
3
A positive investment decision for a new membership register, accelerating the Association’s digitalisation.
Interested? Be in touch to achieve results by activating your strategy.
Sohvi Salmelin
Founder, After Advisory
sohvi.salmelin@afteradvisory.fi
+358 40 830 1168
