INSIDERS x Franziska Bosbach
Marketing Team Lead at Reboots
The sports recovery market is rapidly gaining momentum as athletes and enthusiasts alike prioritize physical well-being and performance longevity. In this evolving landscape, Reboots stands out as a pioneering German brand, renowned for its innovative compression massage products that transform recovery from a professional luxury into an everyday essential.
With a strong presence in Germany, Austria, and Switzerland, Reboots is expanding its influence across Europe by connecting with grassroots communities and elite athletes alike.
Leading this dynamic brand marketing journey is Franziska Bosbach, Marketing Team Lead at Reboots, who masterfully combines passion, creativity, and remote teamwork to elevate the brand’s impact.
INSIDERS with Franziska Bosbach, let’s dive into another fascinating interview!
Hi Franziska, great to chat with you, really glad you made the time for us! Can you introduce yourself and tell us about your role at Reboots?
I’m Franziska Bosbach, 32, and I’ve been with Reboots for about five years. I started as Sports Sponsorship and Social Media Manager, creating content and building our athlete team. For the past three years, I’ve been leading the Brand Marketing team, overseeing sponsorships, social media, events, and content creation across all our marketing channels.
How is the brand marketing team structured?
It’s relatively small but tight-knit. We have four full-time employees and two working students. A compact unit, but everyone is deeply involved in multiple aspects of marketing and brand development.
The team works 100% remote. How does that shape your dynamics and your culture?
We’ve been fully remote from the start, which might sound challenging at first. Our founder was keen on saving time and avoiding commuting, but it also lets us tap talent from all over Germany. I only see my team in person about four times a year, usually during company on-sites. We organise two company-wide gatherings and two marketing-specific on-sites annually. They’re essential for brainstorming, project work, and bonding.
How do you maintain company culture and team cohesion with a remote setup?
Contrary to the belief that remote work hinders culture, our on-sites create a strong, authentic work culture. Spending five days together lets us connect on a deeper level, learning about each other’s personalities, hobbies, even flaws. We do team activities, lots of sports since the team is very sporty, and these moments build bonds I find more meaningful than what I experienced in office environments.
"Contrary to the belief that remote work hinders culture, our on-sites create a strong, authentic work culture."
What are the main branding challenges Reboots faces in the market?
One key challenge is overcoming hesitation around our flagship product, the compression massage device. Many people assume it’s only for professional athletes, but in reality, anyone can benefit from investing in their physical well-being, whether they stand all day or train regularly. Our goal is to communicate that this is a self-care product accessible to all, not just an elite athlete’s tool.
"Many people assume it's only for professional athletes, but in reality, anyone can benefit from investing in their physical well-being, whether they stand all day or train regularly."
What strategies do you use to encourage customers to try Reboots products?
Events are crucial because they offer people a chance to physically experience the product. We also support retreats and training camps, and we collaborate with athletes and physiotherapists who advocate for the benefits of compression massage. We want to highlight real-life stories from relatable, everyday athletes, like those training for marathons or cycling races, so people see how these products fit into their lives too.
How is Reboots performing across European markets, and where is the brand strongest?
We have a broad focus on the whole European market, but Germany, Austria and Switzerland remain our strongest regions. Being a German brand helps there. Other markets like France, Spain and Italy are developing, especially with the booming popularity of running, trail and fitness sports.
How is the rise in trail running and fitness impacting Reboots' growth?
Trail running and fitness are skyrocketing in popularity, and that’s a big advantage for us. These sports are demanding, physically and mentally, and people realise that training alone isn’t enough. They need to prioritise recovery. Our products fit perfectly into this evolving mindset where athletes invest in recovery as much as they invest in training.
Can you share a marketing campaign you're particularly proud of?
Last year’s Extreme Recovery campaign stands out. We wanted to visualise the connection between extreme training and recovery in a memorable way. One highlight was a biker literally towing a couch up a mountain to make the point about earning your recovery. We also staged recovery sessions while paragliding. It was a crazy idea, but the team pulled it off, and it created real buzz and a big lift in awareness on social media.
Do you collaborate with external partners or agencies?
Mostly we handle marketing in-house, but for content creation we work with external creators and occasionally agencies. The focus is on staying authentic and brand-aligned, while tapping into specific creative expertise when needed.
What's your vision for the marketing team over the next two years?
I’m aiming for a faster, more innovative team that breaks boundaries and pushes recovery as an essential sector in sport. I want our team to keep growing, thriving, and turning bold ideas into impactful campaigns that change how athletes prioritise recovery.
What qualities do you prioritise when hiring new team members?
Passion and motivation are non-negotiable. Experience matters less than a genuine eagerness to contribute, take responsibility and have an impact here. Cultural fit is crucial too. We need people who vibe well with the team, because that chemistry fuels creativity and success.
How does Reboots foster collaboration between its different brands?
We actively share knowledge, especially around compression massage therapy. Recently we’ve started co-hosting events that merge the strengths of the different brands, which reinforces our market position and our messaging.
Final message you'd like to share with the sports industry?
Don’t underestimate recovery. Recovery is as important as training itself. If you want to perform better and stay healthy in the long run, investing in your recovery isn’t an afterthought. It’s essential.
"Don't underestimate recovery. Recovery is as important as training itself."