She Leads the Field

Introducing Founder Amanda Hjert

There is a particular kind of memory that stays with you forever, the smell of waxed clothing, gun oil, and damp woodland after rain. For Amanda Hjert, those memories live under the staircase of her childhood home in central Sweden, where her father’s and grandfather’s shooting gear was always hung, ready for the next day in the field.

It was there, surrounded by tradition but never fully invited into it, that the earliest seeds of Nordic Field & Sport were quietly planted.

A Childhood Shaped by Nature

Amanda grew up immersed in the outdoors. Summers were spent at her grandparents’ forest-surrounded summerhouse, days dictated by daylight rather than screens. Her grandfather’s walk-in wardrobe, lined with well-used gear, newspaper clippings, and trophies was her favourite place. It smelled of stories and experience. Of heritage.

Although both her father and grandfather were keen game shooters, working dogs on deer, moose, wild boar and hare, Amanda never formally joined them in the field as a child. Her grandfather was getting older, and that part of life was never fully shared with her. Still, the connection lingered.

Horses, dogs, and the countryside filled the gap. She grew up alongside her grandfather’s gundogs, German Spaniels, perhaps explaining her later love for the German Pointer. Today, Amanda’s life reflects that early pull: seven dogs, three horses, and a home firmly rooted in the countryside.

“I always joked that I was born into the wrong family,” she says. “Farm life and countryside life were always where I felt I belonged.”

Finding Her Way Into the Field

In her early twenties, Amanda made a bold move leaving Sweden for the UK. Six months later, she met her partner Sam, who introduced her to clay shooting on their second date. Lamping and deer stalking soon followed.

The real turning point came years later in the Lake District, when Amanda owned her first gundog. Offered the chance to pick up on a small syndicate shoot, she stepped fully into the field for the first time.

And then came Tikka.

“After my dog brought back her first bird and completed a full season with me, I realised there was no way back,” Amanda says. “Seeing how much she loved it changed everything.”

What had once been a quiet fascination became a defining part of her life.

Building Nordic Field & Sport

The idea for Nordic Field & Sport came in early 2025, almost accidentally. Amanda noticed a pattern every time she needed new outdoor gear she always gravitated toward Scandinavian brands.

There was a reason for that.

“I’m Swedish. Nordic design is clean, functional, and purposeful,” she explains. “It reflects my heritage.”

When Amanda realised that Uhip, one of the brands she trusted most had no UK retailer, she reached out directly. What started as a small idea, with hopes of a handful of sales, quickly gained national momentum.

The challenge? She had never built a website or run a retail business before.

“It was terrifying,” she admits. “I didn’t know if it would work or if it would look right or if it would turn into a circus.”

Instead, it became a brand grounded in authenticity, function, and respect for the field.

Why Women, Why Now

While women are increasingly visible in field sports, Amanda believes many stories still go unheard.

“I wanted to create a space where women’s voices could be heard individually,” she says. “Not just as handlers or trainers, but as mothers, organisers, partners, business owners, and the people doing everything behind the scenes.”

Having once been told, as a young woman, that “women had no place in the field,” Amanda understands how early words can close doors before they ever open. Once her own door opened, she decided to hold it wider for others.

The biggest misconception she sees today isn’t about ability but visibility.

“Women are highly qualified, but often overlooked,” she says. “The problem isn’t performance. It’s assumption.”

Introducing She Leads the Field

She Leads the Field was created to challenge those assumptions.

This series isn’t about perfection or polish. It’s about honesty. About sharing space. About celebrating success while acknowledging challenge.

“It isn’t hers or his,” Amanda says. “It belongs to us all.”

Through this series, Nordic Field & Sport will spotlight women across the countryside and field sports world from our doorstep to Scandinavia and beyond, sharing experiences that connect, inspire, and remind readers they’re not alone.

Leading With Integrity

At the heart of Amanda’s work are three guiding principles: sustainability, heritage, and respect for nature.

These aren’t trends or marketing terms, they shape every decision. Long-term responsibility matters more than short-term wins. Tradition matters, but so does evolution. Nature isn’t something to dominate, but something to work alongside.

“Leading with integrity means doing what you say you’ll do, even when no one’s watching,” Amanda says. “And owning mistakes when they happen.”

Success, for her, isn’t measured by scale or visibility, but by alignment. By building something meaningful, ethical, and sustainable while creating space for others to grow.

Looking Ahead

2026 marks an exciting chapter for Nordic Field & Sport. New brands are joining the line-up, new products are in development and Amanda has secured her first show this summer.

“I’m excited and terrified,” she laughs. “But meeting the community face-to-face will be incredible.”

She stays grounded by remembering why she started, to create flexibility for her family, to serve a community she believes in, and to show her daughters that you can change course, take risks, and build something new.

“Life doesn’t always follow the plan,” she says. “Sometimes the unplanned path becomes the best one.”

What She Leads the Field Means

For Amanda, this series is deeply personal.

After experiencing exclusion early in her career, she knows how damaging silence can be. She Leads the Field exists so no woman feels unheard, unwelcome, or judged for her place in the field, no matter where she stands.

“This is a space where you can speak freely,” she says. “Where your experience matters.”

And with that, the journey begins.

If Amanda’s story resonates, share it. Pass it on to the woman who’s finding her feet, questioning her place, or quietly carving her own path in the field. These stories grow stronger the more they’re heard.

The next chapter of She Leads the Field arrives on 19th February, with another honest conversation from a woman leading from the front.

Stay close.
The field is changing — and we’re only just getting started.