Strategic Shift to Unlock Training Growth
PUMA said it would set up a separate Business Unit for Training to focus more on a category that is growing quickly. The brand believes that Training has a lot of untapped potential around the world, which is why they made the move. Separating Training makes it easier to see the big picture and get things done faster.
Training and Running used to be part of the same business. The company realized that it needed a more specialized approach as demand grew. The restructuring is meant to open up all future growth opportunities.
Source: Forbes/Website
Headquarters-Based Decision Making in Germany
The new Training unit will be based at PUMA’s main office in Herzogenaurach, Germany. Centralizing leadership is meant to make it easier to make decisions about clothes and other products. Being close to core teams makes it easier to work together and get things done faster.
Putting the unit at headquarters also makes it easier for it to work with other global business divisions. This structure lets Training insights have an effect on bigger strategies for clothing. The change makes operations more efficient on a global scale.
Strengthening Key Global Partnerships
PUMA said that its partnership with HYROX was a big reason for the decision. Global fitness racing and performance-driven sports have made training more and more important. These partnerships have made the category more well-known around the world.
PUMA wants to work more closely with partners who focus on training by creating a separate unit. The company hopes that people will work together better and that new ideas will come up more quickly. This strategy makes Training a key part of long-term growth.
Recommended Article: UK Family Jeweller Enters Administration After Decades Trading
Training Named Core Global Focus Category
PUMA officially made Training one of its global focus categories in 2025. It became one of the strategic priorities along with Running, Football, and Sportstyle. This recognition set the stage for changes in the way the organization was set up.
Putting training higher up in the corporate strategy showed that it was becoming more important for business. The strategic goal is now being put into action by the separate business unit. It makes sure that investments and leadership attention stay strong.
New Unit Leadership Appointment
Marwin Hoffmann, an expert in the field, was named Vice President of Business Unit Training. He has more than 20 years of experience in marketing and product development. His appointment went into effect right away.
Hoffmann was the Vice President of Marketing Global Outdoor at adidas before this. His background makes PUMA a stronger competitor in performance sports. The company thinks that his leadership is very important for growing the Training category.
Clear Reporting and Structure of the Organization
Maria Valdes, the Chief Brand Officer at PUMA, will be Hoffmann’s boss. This reporting line makes sure that the brand is aligned and the strategy is clear. It also speeds up the process of making decisions at the top levels.
Valdes said that the structure makes Training more accessible to both leadership and partners. The setup lets you focus more clearly without losing sight of other business goals. It makes everyone more responsible for product development and marketing.
Continuity for Running Business Operations
Training is becoming more independent, but PUMA’s Running business is still doing well. Erin Longin will still be in charge of the Running Business Unit from Boston. This makes sure that things keep going and that the focus stays on operations.
Separating the two groups lets each one grow on its own. Running and Training now have their own leaders and plans. The structure makes it possible for long-term growth in all performance areas.
