Salzburg, Austria – A significant leadership change is underway at Hervis, one of Austria’s leading sporting goods retailers. Markus Hupach has been appointed as the new Chief Executive Officer (CEO), joining Florian Fiedler in leading the company through a period of strategic repositioning following a recent ownership transition. The move comes as Hervis navigates a challenging retail landscape and aims to solidify its position as a key player in the Austrian sports market.
The appointment of Hupach, effective immediately, marks a new chapter for Hervis, which was recently acquired by a consortium led by German investor Sven Voth and Udo Schloemer, founder of Factory Berlin. The previous CEO, Ulrich Hanfeld, departed the company “on his own accord,” according to a statement released by Hervis. This change in leadership coincides with a broader evaluation of the company’s operations, with potential closures of underperforming stores anticipated.
Ownership Transition and Strategic Realignment
For over 50 years, Hervis was part of the Spar Group, a prominent Austrian retail conglomerate. Though, Spar decided to divest its sporting goods chain in late January 2026, citing a shift in strategic focus. The sale to Voth and Schloemer signaled a new era for the company, with a focus on revitalization and adapting to evolving consumer preferences. The new owners have expressed their commitment to “rethinking Austrian sports retail” and positioning Hervis as a leading specialist retailer with “fresh ideas and a clear vision.”
The acquisition comes at a time when Hervis has been facing financial headwinds. The company is described as “defizitär” (deficit-ridden), necessitating a comprehensive review of its business model and store network. The new owners have indicated that a restructuring process is underway, which may involve closing unprofitable locations. Initial assessments of potential closures were expected to be completed by the end of February or early March 2026.
Markus Hupach: A Veteran of the Sports Industry
Markus Hupach brings a wealth of experience to his new role at Hervis. His career spans various leadership positions within the sports industry, including a recent tenure as CEO of Arion, a Dutch DeepTech company. Prior to that, he founded MH Sportverse, a consulting firm specializing in the sports goods sector. Hupach also held a leadership role at Sport2000 Europe, a major purchasing association, and at Asics in Amsterdam.
His diverse background, encompassing technology, consulting, and retail, is expected to be instrumental in driving Hervis’s strategic development. The new ownership believes that Hupach, alongside Florian Fiedler, will provide the necessary expertise to navigate the challenges and opportunities facing the company. Fiedler has been with Hervis since April 2025, serving as a Geschäftsführer (Managing Director).
Florian Fiedler’s Role and Continuity
Florian Fiedler’s continued presence in the leadership team ensures a degree of continuity during this period of transition. Having joined Hervis in April 2025, Fiedler has been involved in the initial stages of the company’s restructuring and is well-positioned to collaborate with Hupach on implementing the new strategic direction. The division of responsibilities between Hupach and Fiedler will notice Hupach focusing on strategic development, while Fiedler concentrates on operational management.
Challenges and Opportunities for Hervis
Hervis faces a number of challenges in the current retail environment. The rise of online shopping, increased competition from international brands, and changing consumer preferences are all factors that require a proactive and innovative approach. The company’s new owners recognize these challenges and are committed to investing in the necessary changes to ensure Hervis’s long-term success.
One key area of focus will be adapting to the evolving needs of Austrian consumers. This includes offering a wider range of products and services, enhancing the customer experience, and leveraging digital technologies to reach a broader audience. The planned repositioning of Hervis aims to differentiate the company from its competitors and establish it as a leading destination for sports enthusiasts.
The potential closure of underperforming stores is a difficult but necessary step in the restructuring process. By streamlining its store network, Hervis can focus its resources on its most profitable locations and invest in improving the overall customer experience. The company’s new owners have emphasized the importance of maintaining a strong physical presence while also expanding its online capabilities.
The Future of Austrian Sports Retail
The leadership change at Hervis is not only significant for the company itself but also for the broader Austrian sports retail market. The new owners’ ambition to “rethink Austrian sports retail” suggests a willingness to challenge conventional approaches and embrace innovation. This could lead to a more dynamic and competitive market, benefiting consumers with a wider range of choices and improved services.
The success of Hervis’s turnaround will depend on its ability to execute its strategic plan effectively and adapt to changing market conditions. The appointment of Markus Hupach and the continued involvement of Florian Fiedler provide a strong foundation for achieving these goals. The coming months will be crucial as Hervis embarks on this new chapter and strives to regain its position as a leading force in Austrian sports retail.
The next key development to watch for will be the announcement of specific details regarding the store network evaluation and any planned closures, expected in the coming weeks. Investors and industry observers will be closely monitoring Hervis’s performance as it implements its new strategy and navigates the challenges ahead.
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