In the inaugural episode of Unsolicited Biz Advice, hosts Ian and Steve dive deep into the meteoric rise of Swiss performance sportswear company, On Running. While the company is firing on all cylinders with impressive growth and innovative products, the hosts explore whether its brand can keep pace and how it can carve out a lasting identity in a market dominated by giants like Nike.

Key Topics

·       Introduction to the first episode's subject: the high-performing yet enigmatic On Running brand.

• The surprising origin story of On's signature CloudTec technology, involving a garden hose.
• A breakdown of On's impressive financial performance, including a projected 34% revenue growth in 2025 and a 62.5% gross margin target.
• The central challenge for On: despite a beloved product, the brand itself lacks strong consumer recognition.
• Discussion on On's unexpected popularity among healthcare professionals and executives, highlighting a market beyond traditional athletics.
• Analysis of On's target demographic, which skews older than Nike's youth-focused audience, and the strategic implications of this.
• The immense challenge of competing with Nike's $4.7 billion marketing budget and the need for a differentiated brand strategy.
• The strategic use of Roger Federer as a brand ambassador to embody Swiss precision and elegance.
• A bold strategic suggestion: a potential merger between challenger brands On and Hoka to create a formidable competitor to Nike.
• Exploring the future of footwear and a mission-driven opportunity for On to focus on foot health and the aging population.
• The hosts' final, unsolicited advice for On, centered on owning the concept of "movement" and creating an "operating system for the foot."