Martin Hoffmann

Martin Hoffmann’s appointment as sole CEO of On (On Running) in July 2025 marks a new era for one of the world’s fastest-growing sportswear brands. With a unique blend of financial discipline, entrepreneurial flair, and a passion for innovation, Hoffmann is guiding On through its ambitious global expansion and redefining premium athletic footwear and apparel.

Hoffmann joined On in 2013 as CFO when the brand was still an emerging Swiss startup, best known for cloud-like running shoes and bold design. He was instrumental in scaling operations, raising capital, and structuring the company for international growth. By 2021, he had also taken on co-CEO duties, playing a lead role in On’s successful public listing on the New York Stock Exchange—a milestone that catapulted the company into the global spotlight.

With Marc Maurer’s transition out of the CEO role in June 2025 (though remaining as an advisor), Hoffmann now stands at the helm alone. His focus, as detailed in company materials and interviews, is to maintain On’s disruptive, high-growth culture while scaling up operational excellence for a new stage of maturity.

Milestones & Achievements: From Challenger to Global Powerhouse

• In fiscal 2024, On reported record net sales of over CHF 2.3 billion and net income of CHF 242 million, cementing its position as a top competitor in performance sportswear.
• On’s Q1 2025 net sales jumped 43% year-over-year to CHF 726.6 million, with direct-to-consumer and wholesale segments both delivering double-digit growth.
• The brand’s ambition, outlined in its “Dream On” vision, is to maintain high margins (with adjusted EBITDA margin targets of 16.5%-17.5% for 2025) and sustain global sales momentum.

Along the way, Hoffmann has overseen operational innovations across supply chain, digital, and customer experience, helping launch famed products like the Cloudsurfer 2 running shoe and expanding into apparel and accessories for a broader lifestyle audience.

Strategic Vision: Innovation, Sustainability, and Brand Equity

Hoffmann’s strategy for On centers on three pillars: relentless product innovation, a premium and sustainable brand promise, and digital-led direct-to-consumer growth. By leveraging data, community engagement, and distinctive Swiss design, the brand has built a loyal following eager for both performance and style.

In an August 2025 interview, Hoffmann addressed global supply chain challenges, stating, “We are in a very good position to digest it and to come up with multiple mitigation measures that are fully in line with our premium strategy that we have as a brand.” His pragmatic leadership is credited with ensuring resilience even as new international tariffs and volatile markets test the company’s flexibility.

The company’s clear goal: “We continue to dream big and redefine sportswear,” underscoring both a focus on continuous innovation (like the recent rollout of LightSpray™ technology) and a commitment to expanding global reach.

International Growth and Community Building

On’s success is built on rapid market expansion, especially in the U.S., Europe, and Greater China. The brand has also prioritized physical retail, with flagship stores offering personalized experiences, events, and digital community integration for runners and fitness enthusiasts. Recent financial releases show that 38.1% of net sales now come via direct-to-consumer channels—fueling improved profit margins.

Partnerships with athletes like Roger Federer and campaigns featuring global stars (including Zendaya) help solidify On’s distinct positioning as both a high-performance and fashion-forward brand.

Looking Forward: Leadership and Milestones

Martin Hoffmann’s tenure at On illustrates how visionary leadership, strategic innovation, and a commitment to community are powering this Swiss challenger’s rapid ascent in the global sportswear market.