INSIDERS with Clemens Zehetner, Head of Europe and Managing Director

Clemens Zehetner, Head of Europe at COROS, on scaling a sports tech brand across Europe, one local team at a time.

The sports tech market is rapidly evolving, with athletes and enthusiasts demanding ever more sophisticated tools for performance and adventure tracking. In this landscape, COROS has emerged as a standout player, delivering top-tier hardware and software experiences designed to meet the needs of everyone from elite Olympians to first-time runners. Founded with a mission to empower structured training and outdoor pursuits, COROS is growing impressively across Europe, notably in trail running and cycling sectors.

Today, we are honored to have Clemens Zehetner, Head of Europe at COROS, joining us. Clemens oversees the company’s dynamic and diverse European expansion, steering sales, marketing, partnerships and distribution logistics with a keen focus on localized engagement and meaningful athlete experiences. His insights reveal how COROS balances global innovation with deep local market expertise.

INSIDERS with Clemens Zehetner, let’s dive into another fascinating interview!

Your role as Head of Europe and Managing Director covers a lot of ground. What does that look like on a daily basis?

My responsibility covers Europe as a region, except France, which operates slightly independently due to its market size and business relations. We currently have teams in seven countries, plus a sales team covering the rest of the European markets, working with distributors. I oversee sales, marketing, and logistic operations and work closely with our European HR Business Partner, although some functions are also managed from the US or our headquarters in China. In total, I lead about 20 people directly or indirectly, including country managers who have their own direct reports. Personally, the work takes place largely from our Austrian office but involves collaboration across multiple time zones, cultures, and languages. It’s truly a global scope – exciting and dynamic, especially if you’re drawn to diverse cultural environments.

What are COROS’ main business priorities in the European market today?

Our positioning in Europe aligns with our global approach: delivering the best software and hardware experience to athletes with structured training goals. That includes elite athletes like Olympians, but also anyone training for events such as half marathons or 10Ks. We focus deeply on specific sports verticals – running, trail running, cycling, fishing, and climbing. Although our devices can track many sports, these are the ones where we go in-depth because we believe our experience truly stands out. The relevance of each sport varies by market: trail running is particularly important in France, while cycling and triathlon carry more weight in Germany. But fundamentally, the core approach stays consistent across Europe and globally.

How do consumer behaviors in Europe differ from those in Asia or the US, and does COROS adapt its approach accordingly?

Every market is unique, even within Europe. That’s exactly why we have dedicated local teams in countries like Spain, France, Italy, Germany, Austria, and the UK. Being physically present allows us to engage deeply with the market’s pulse and immerse ourselves in the specific sports culture that varies between countries. We don’t just observe from afar – we actively participate locally, which shapes how we market and sell our products. As I like to say, we are building local teams because the ambition is to be perceived as a local brand in any market.

“We are building local teams because the ambition is to be perceived as a local brand in any market.”

Absolutely. France is currently our strongest market per capita worldwide. We launched there earlier than in many other European countries, which contributes to our strong market penetration. The momentum is impressive: we have double digit growth, sometimes triple digits. Events like UTMB significantly contribute to that, especially because trail running is so popular in France. But growth across Europe more broadly is very positive as well.

“We have double-digit growth, sometimes triple digits. Events like UTMB significantly contribute to that, especially because trail running is so popular in France.”

What do you want the COROS brand to stand for in the European market?

COROS comes from a strong athlete and sports foundation. We want to be recognized as a brand that adds real value to those who train, compete, or embark on adventures. Most people now understand the usefulness of sports watches for running or similar activities, but there are other areas – climbing, fishing, hiking – where smart wearables are less common. We see an opportunity to lead innovation there by enhancing the experience with capabilities like journaling, mapping, video, photography, and note-taking features. Our aim is to provide meaningful tools that support athletes and adventure enthusiasts alike.

What is the significance of events like UTMB for COROS’ brand and marketing strategy?

Events like UTMB serve several important purposes. Traditionally, we’ve focused heavily on digital marketing channels – performance marketing, influencers, email campaigns – but events allow a deeper, more direct connection with our customers. They’re resource-intensive but provide authentic face-to-face engagement that digital channels can’t fully replicate. Working with athletes is part of our DNA: athletes bring genuine credibility, and their experiences shape our products. We carefully select athletes whose careers and training we genuinely support, so our sponsorships go beyond superficial branding – they’re integrated into our mission. Ultimately, we are part of the athlete experience – not just a product they wear, but a partner in their journey.

“We are part of the athlete experience. Athletes bring genuine credibility, and their experiences shape our products.”

 

How are athletes’ expectations for sports watches evolving compared to five years ago?

Athletes and active users now expect more comprehensive wellness and vitality data beyond pure performance metrics. That includes things like sleep tracking and recovery analysis, which have become crucial for many. We’re expanding our software capabilities in these areas, though always staying true to our core focus on athletes. We prefer to develop a few meaningful features exceptionally well rather than many superficial ones. Our recent updates, for example, include enhanced sleep rhythm insights – reflecting this broader focus while maintaining relevance for people with active lifestyles.

Do you see COROS evolving beyond a sports watch brand in the future?

I don’t foresee our positioning to move away from our centered approach to cater athletes and those with an active lifestyle. While wellness and recovery data are increasingly important and included in our offering, we don’t intend to shift away from sports or adventure. Our development efforts focus on deepening the experience for those who train and compete, not diverging into unrelated health or lifestyle products.

“Athletes and active users now expect more comprehensive wellness and vitality data beyond pure performance metrics. We prefer to develop a few meaningful features exceptionally well rather than many superficial ones.”

Why is ISPO in Amsterdam particularly important for COROS this year?

ISPO is a key industry event for us — not only do we exhibit, but we also host our distributor and retailer summit there, bringing all our key partners into one room. We invite our most significant partners from across Europe to meet with us, both on the show floor and at an exclusive off-site event we organize. ISPO has long been a central gathering for the sporting goods industry to connect informally, and we see it as a valuable opportunity to strengthen relationships and discuss future collaborations.

“ISPO is a key industry event for us — not only do we exhibit, but we also host our distributor and retailer summit there, bringing all our key partners into one room.”

What type of talent thrives at COROS as the brand grows rapidly in Europe?

Because we have relatively small teams – typically one to five people per country – roles are broad and flexible. We offer a lot of opportunity for people who like to shape their work and try things they don’t know yet – that’s genuinely what makes COROS exciting to work for. We look for self-starters who aren’t afraid to try new things without waiting for every detail to be approved. Entrepreneurial spirit is essential, since we don’t have the bandwidth to micromanage. Everyone has to adapt quickly and be comfortable in an environment that’s constantly evolving. We’re also expanding our HR capabilities – we recently hired Tanja as our senior HR business partner for Europe – to support growing teams and navigate the complex legal landscape of European markets.

Are you currently hiring, and if so, what types of profiles is COROS looking for?

Yes, we’re actively recruiting. We have openings in sales across Germany and the EMEA region focusing on distributors, as well as a logistics operations role in the UK and some marketing positions under consideration. The situation is dynamic, and more opportunities will come. Very recently, we launched our brand-new career page on our website. I invite everyone interested in the company, our mission and currently available positions: link. We’re looking for people who resonate with the dynamic, entrepreneurial, and sport-driven culture at COROS.

“We offer a lot of opportunity for people who like to shape their work and try things they don’t know yet : that’s genuinely what makes COROS exciting to work for.”