Former Sport 2000 GmbH CEO Markus Hupach is joining Dutch SaaS startup Arion as CEO, effective immediately. Arion’s parent, 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 currently has a total of three solutions: Arioncoach (assistance in finding the perfect individual running technique), Arionhub (finding assistance in product purchase) and Arionstudio (assistance in creating the perfect running shoe). To date, Ato-Gear has generated €3.5 million in funding, has offices in Eindhoven and the U.K. and employs 23 people.

Prior to Sport 2000, Hupach spent 20 years at Asics, most recently as vice president of sales Europe, 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 the brand and retail business.

Photo: © Lasse Rotthoff