Martin Hoffmann
When Martin Hoffmann stepped into his role as CEO of On, he did so at a defining moment. The Swiss performance brand had gone public. The adrenaline of hypergrowth had given way to the sobering challenge of global sustainability. For Hoffmann, it was a test of balance — between discipline and daring, data and intuition.
“I’ve always believed in the discipline of numbers,” he says. “But the power of audacity equally persuades me, the almost reckless appetite to do things no one else has dared. ”
That balance defines both his leadership and the company’s trajectory. “The tension between financial discipline and innovation isn’t a true binary,” he adds. “It’s a dance.” Hoffmann learnt that choreography early, first as CFO, now as CEO — steering the business with precision while leaving room for improbable, inspired ideas to take flight.
The Discipline of Precision, the Spirit of Imagination
Martin Hoffmann
Under Hoffmann’s direction, On continues to evolve with bold confidence. Every decision, from R&D investments to athlete collaborations, reflects this duality. “We ignite the human spirit through movement,” he explains. “But every risk is mapped to a larger vision.”
That vision, he says, is “unapologetically premium.” From its patented CloudTec cushioning to the engineering behind the Cloudboom series, On remains obsessed with performance, committed to produce the best for the people. “Design, durability, and experience — these are non-negotiable,” Hoffmann says.
The premium positioning, however, hasn’t come without scrutiny. “We’re aware of the criticism that comes from setting a high price,” he admits. But value isn’t only about cost. It’s about longevity and purpose. Especially in markets like Singapore, Hoffmann notes, customers understand that quality and innovation justify their investment. “They want products that last, brands that innovate, and a retail experience that feels personal.”
Swiss Roots, Global Reach
On’s flagship Singapore store at Jewel Changi Airport.
On’s rise from a Zurich start-up to a global performance powerhouse wasn’t an accident. Hoffmann calls it “Swiss-style growth” — a blend of precision, patience, and methodical expansion. Yet as the brand entered Asia, he realised Swiss rigour alone wasn’t enough. They had to learn quickly. “Precision without local agility leads to irrelevance,” he added.
This understanding shaped On’s expansion strategy. Across Asia, growth now leans on community-led activations and partnerships that honour local culture. “The best results come when we allow local culture to shape the brand,” Hoffmann shares. The key is to adapt without losing On’s identity.
That mindset extends to On’s retail experiences. The flagship at Jewel Changi Airport, for instance, was a bold gamble that paid off. It became a community hub. People don’t just shop. They connect, join runs, and experience the brand in motion.
Redefining Movement, Redefining Responsibility
That sense of connection also fuels On’s sustainability ambitions — a pillar Hoffmann considers inseparable from innovation. The Cloudboom Strike LS, developed through robotic, minimal-component manufacturing, represents this intersection. “Circularity is a colossal challenge in footwear,” he acknowledges. The most challenging part, he says, is changing consumer behaviour at scale. Too few people return their shoes, so the loop remains open.
To close that loop, On is investing in CleanCloud material science, recycling infrastructure, and consumer education. Real circularity requires driving consumer education and collaborating across the industry. “No brand can do it alone,” Hoffmann says.
Building a Brand That Lasts
He views sustainability not as a marketing point but as a moral one. When asked about legacy, Hoffmann’s answer comes without hesitation. “I want On to be the brand that never stopped moving,” he says. “The brand that blurred the line between athletic and everyday, that built communities as well as products.” For him, success is measured less by revenue than by culture.
This drive keeps him both restless and inspired. In the end, Martin Hoffmann’s leadership philosophy mirrors the ethos of On itself: Swiss precision at its core, powered by an unrelenting belief in movement, innovation, and the courage to go beyond what seems possible.
(Photos credit: On) *This article is written based on the interview by Zat Astha on The Peak Singapore.
