'); }); AU / NZ America Europe/UK Membership Login News Events Women in Sport Summit 2026 Women in Sport Futures Day 2026 Unmissable Sports Forum Unmissable Sports Lunch Networking View All Education Playa Power Data GlS QUT View All Membership News Australia / New Zealand Events Conferences Awards Networking View All Education Playa Power Data GlS QUT View All Membership Topics Brands Media & Broadcast Olympic Sponsorship Sports Tech Women’s Sport Show More Topics >> Sports Australian Rules Basketball Cricket Netball Rugby League Soccer (Football) Show More Sports >> Login Membership Home > Brands > PUMA Sharpens Focus with New Global Training Business Unit Brands 2 min read PUMA Sharpens Focus with New Global Training Business Unit Written by MOS Editorial Team Published on 4 February 2026 PUMA has announced an organisational restructure, establishing a standalone Business Unit Training at its global headquarters in Herzogenaurach, Germany. The move detaches the Training category from Running, which will remain headquartered in Boston, to accelerate growth in what the organisation has identified as a high-potential global pillar. The reason behind the split is the explosive rise of fitness racing and functional training, anchored by PUMA’s long-term partnership with HYROX. By centralising Training in Germany, PUMA aims to streamline decision-making and enhance its apparel offering by being physically closer to its European design hubs and key global partners. This restructure follows PUMA’s 2025 “strategic reset,” which elevated Training to a core focus category alongside Football, Running, and Sportstyle, as the brand targets a 7% share of the global athletic market by the end of the 2026 financial year. Commenting on the restructure, PUMA chief brand officer, Maria Valdes, said: “With strong partners such as HYROX… Training has become an increasingly important global category for PUMA, where we see considerable potential.” “By creating a separate Business Unit… we can sharpen our focus and be closer to our key partners in this category,” Valdes said. The restructure introduces a high-performance leadership team to drive the 2026-2030 growth roadmap: Marwin Hoffmann Appointment: PUMA has recruited industry veteran Marwin Hoffmann as vice president of Business Unit Training. Hoffmann joins with over 20 years of experience, most recently serving as VP of Global Marketing Outdoor at adidas. Specialised Focus: Erin Longin, who previously oversaw both categories, will now focus exclusively on the Business Unit Running in Boston, ensuring both units have dedicated executive oversight. HYROX Unit: The new unit will lead the expansion of the PUMA x HYROX footwear and apparel collections, capitalising on a sport that is projected to reach 1.3 million participants globally this season. Don’t miss out on the latest in sports business – Subscribe today to the free Ministry of Sport newsletter and stay ahead of the game. For even more exclusive insights, event tickets, professional development and networking events, become a MoS Member today! . Former NBA Rookie of the Year Michael Carter-Williams has pivoted from his decorated... The New Zealand Breakers have unveiled a new brand identity inspired by the... The Perth Bears have officially unveiled the club's inaugural Home jersey ahead of... Join the most engaged community in the Sports Business World. Get all the latest news, insights, data, education and event updates. Your MVP in the Business of Sport. We play the game to add value to the Sports Business industry by delivering News, Insights, Education and Events. Join the most engaged community in the sports business world. Want to be part of the team? Subscribe for free to join today! Copyright © 2026 | Ministry of Sport | All Rights Reserved.
Curated by Taleb Kabbara · Source: ministryofsport.com