Wake Up to Money Business of Sport with Sean Farrington
Aug 13, 2025
In this discussion, Martin Hoffman, CEO of On Running, delves into the booming running shoe market and the brand's rise despite recent challenges. He shares insights on innovative strategies that keep On relevant, like tapping into consumer preferences for athleisure. The conversation also highlights Liverpool's cultural influence on fitness trends and the importance of workplace culture for talent attraction. Hoffman explains navigating the complexities of global sports business, from trade policies to celebrity partnerships, while maintaining brand integrity.
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Robotic Manufacturing As A Product Differentiator
- On prioritises continual product innovation, including new manufacturing like 'Light Spray' that produces shoes in minutes with robots.
- This approach aims to create lighter, distinct-looking products and new customer experiences.
Three Distinct Customer Needs
- Different runner segments want different things: casual users prioritise comfort while marathoners prioritise speed-enhancing tech.
- Running also increasingly functions as everyday fashion, driving demand for premium-looking, comfortable products.
Liverpool As A Trendstarter
- On observed a local surge in popularity starting in Liverpool and then spreading across the UK and parts of France.
- Martin attributes this to Liverpool's cultural influence and openness to new trends.