Markus Hupach is a globally experienced sporting goods executive with three decades of leadership across international brands, retail organizations, and sports technology ventures.
He spent almost 20 years with ASICS, serving as Vice President Commercial EMEA and as a member of the global commercial leadership board. During his tenure he played a pivotal role in shaping the company’s strategy and track record, including the development of the first closed selective distribution policies in the EEA territory.
As CEO of SPORT2000 Europe, Markus led the transformation of a traditional buying group into a modern retail service organization. Under his leadership the strategy focused on strengthening specialty retail and building category expertise across running, winter sports, outdoor, teamsports, fitness/training, and lifestyle.
He later became CEO of ARION, a disruptive deep-tech startup developing advanced athlete monitoring technology through smart wearable insoles and proprietary movement analytics. The company operates at the intersection of sports performance, data science, and artificial intelligence.
Markus is also the founder of MH Sportverse GmbH, where he advises sport brands, retailers, and industry stakeholders on commercial strategy, leadership, digitization and market transformation.
Since March 2026, he serves as CEO of HERVIS, one of the leading sporting goods retail groups in Austria and Central and Eastern Europe.
Known as a forward-thinking voice within the industry, Markus combines deep commercial expertise with a broad international network. He is widely recognized for challenging established models and contributing new perspectives on how the sporting goods ecosystem can evolve.
A global citizen with an agile, growth-oriented mindset, he is passionate about helping the industry move forward — by questioning the status quo, fostering collaboration, and developing ideas that shape the future of sport and retail.