Markus Hupach, who recently left as joint CEO of Sport 2000 in Germany, is joining the Dutch startup Arion based in Eindhoven as CEO, effective immediately. Arion’s 7-year-old parent, the sports tech company Ato-Gear, claims to be ushering in “a revolution in athletic footwear” with Arion, a digital software/insole solution that aims to help people improve their performance and technique and prevent or minimize injuries. To achieve this, the Arion ecosystem draws on data intelligence and an AI engine that gets stronger and smarter with every run in a pair of shoes with an Arion smart insole.
For a clearer understanding of each individual “running identity,” Arion offers three solutions: Arioncoach (assistance in finding the perfect individual running technique), Arionhub (finding assistance in product purchase) and Ariostudio (assistance in creating the perfect running shoe). To date, Ato-Gear has generated €3.5 million in funding. It has offices in the Netherlands and the U.K., employing 23 people.
Prior to joining Sport 2000 in October 2019, Hupach spent 20 years at Asics, most recently as vice president of sales for Europe, the Middle-East and Africa. He is considered an expert in commercial strategies in a global market environment as well as a digital strategist and innovator in branding and retailing.
Photo: © Lasse Rotthoff
