A snow sports industry veteran with over 15 years of experience in various management roles including at the International Ski Federation (FIS) and various major events, Riikka is currently overseeing the transformative seven-year strategic plan called Target 26 at the International Biathlon Union (IBU), one of the most progressive winter sports on the Olympic programme. As part of this plan and just in time for the Beijing 2022 season, the IBU launched a new digital ecosystem that included an award-winning mobile app and a revamped website designed to multiply the sport’s global fanbase and to significantly enhance fan engagement, all developed with the involvement of the fans themselves.