As of June 1, Sport 2000 Austria has transitioned to a “Retail-Service-Organization,” effecting a major strategic shift under the leadership of Managing Director Irina Andorfer. This reorganization follows Sport 2000 Austria’s integration into the ANWR Group and the Sport 2000 seven-country alliance in mid-2024.
The new structure separates operations into two focused units: an inward-facing team responsible for HR, finance, IT and internal services and an outward-facing unit dedicated to partner support, retail management, marketing and rental operations. “Our new structure reflects a contemporary understanding of retail partnerships and consumer engagement,” explained Andorfer.
A key change is the replacement of the traditional purchasing department with a “Partner Management” unit, headed by retail veteran Uschi Peiner. “Successful partner management means translating joint strategies with strong brands into real value for consumers,” Peiner said. Her team will focus on fostering collaborative, trust-based relationships with retailers and industry partners. Additionally, Martin Koits will now dedicate his expertise exclusively to the Sport 2000 Group International and Sport 2000 Germany, continuing to lead the Wintersport Center of Excellence.
The reorganization supports Sport 2000 Austria’s goal of expanding its retail network to 200 partners, with a focus on locally rooted businesses that embrace a digital mindset. The company is part of a larger group of 2,930 stores across 17 countries, generating a combined external revenue of €4.9 billion in 2024.
More details can be found at www.sport2000.at.
A version of this story first appeared in our sister publication The Outdoor Industry Compass.
