Puma has created a dedicated Training business unit at its headquarters in Herzogenaurach, Bavaria, separating the category from Running to focus on the growing fitness market.
The German sports company previously combined Running and Training into one unit. The reorganization aims to speed up decision-making and better align its apparel strategy with category-specific opportunities, according to a company statement released on Feb. 2, 2026.
Puma is betting big on fitness
The restructuring comes as Puma doubles down on Training, one of four global focus categories it identified in 2025 alongside Running, Football and Sportstyle.
Marwin Hoffmann takes charge as Vice President BU Training, effective immediately, reporting to Valdes. He arrives with over 20 years in product and marketing, most recently as Vice President Marketing Global Outdoor at Adidas. Erin Longin, who led both Running and Training, will now focus solely on Running from Puma’s Boston office.
Why this matters
The split reflects Puma’s assessment that Training warrants dedicated investment as a discrete growth engine. Functional fitness and hybrid training have emerged as significant revenue drivers, propelled by boutique studios, connected fitness platforms and competition formats such as HYROX.
By housing the new division at headquarters, Puma positions itself closer to key partners, enabling faster product development and tighter integration with other business units. The move puts Puma in line with rivals who have similarly ring-fenced fitness and training within their corporate structures—an acknowledgement that the category’s commercial prospects extend well beyond conventional performance running.
