SportScheck, the leading German sporting goods retailer, appointed Axel Puhlmann to the position of marketing director on Jan. 7. He succeeds Paul Stahala, who had held the position since September 2016 and joined Karstadt as marketing director in November of last year. Puhlmann began his career as a consultant for GfK before moving to McKinsey & Company, where he worked in the marketing and customer-insights department. From 2005 to 2011, Puhlmann was self-employed, running Axel Puhlmann Consulting. He was most recently chief executive of Conoscenti, another consultancy he founded, which provides customer-intelligence services for clients such as Zalando and MediaMarkt, the German multinational consumer electronics chain. He will now be using his experience with customer journeys and experiences to help SportScheck achieve greater integration between its events and its Fitfow online platform.