April Profile: Amanda Hjert
I didn’t grow up with a clear plan to start a business, but I did grow up in suburban Sweden, always feeling a strong pull towards nature and the countryside. I often joked that I was born into the wrong family and should have been a farmer’s daughter. That connection to the outdoors has stayed with me and continues to shape the way I live and work today.
My path into fieldsports wasn’t traditional. I spent many years working across different areas of the equine industry, fully immersed in that world. Alongside it, dogs were always a constant in my adult life, part of my daily routine, my downtime and eventually something I became more and more drawn towards. Over time, that passion grew into something I wanted to pursue more seriously.
Nordic Field & Sport was created from a very real and personal need. I found myself constantly turning back to trusted Scandinavian brands, products I knew worked. Not just in terms of quality, but in how they were designed. Gear that worked with the female body rather than against it. Functional, practical, and built for real conditions, not just appearance.
What started as a small idea has grown into a business that connects with people across the UK, both online and face to face. But for me, it’s never just been about selling products. It’s about building something meaningful. Something that reflects real life with dogs, the muddy days, the long walks, the early mornings and everything in between.
A huge part of my motivation comes from my daughters. They are growing up surrounded by this world, dogs, the outdoors and the reality of building something from the ground up. I want them to see that it’s possible to create your own path, even if it doesn’t look like anyone else’s.
Alongside the business, I created She Leads the Field, a platform to share the stories of women in field sports. It’s about giving space to real voices, real journeys, and showing that there isn’t just one way into this world.
Looking ahead, I’m also in the early stages of developing my own brand, Huundliv meaning “a dog’s life” in Swedish. The aim is to create gear that truly fits into the lives of the women using it. Functional, thoughtful, and designed from real experience, not assumption.
If there’s one thing my journey has taught me, it’s that you don’t need the perfect background to start. You just need the courage to take the first step and keep going.
