INSIDERS with Martin Guillet & Grégoire Puget
Marketing Manager & Country Head France at Buff
The market for outdoor and trail running accessories is rapidly evolving, with sustainability and product innovation at the forefront. As consumers seek performance and versatility, brands that combine authenticity with modern agility stand out.
BUFF, founded in 1992 in Catalonia, is a true pioneer in outdoor accessories, known for inventing the seamless multifunctional headwear that carries its name. With its commitment to producing 90% of its collection locally in Spain, BUFF blends heritage craftsmanship with cutting-edge performance gear. Today, BUFF is expanding beyond its iconic neckwear to include high-performance socks, gloves, and urban-to-mountain lifestyle products.
We are thrilled to welcome Grégoire Puget, Country Head for France, and Martin Guillet, Marketing Manager, who are driving BUFF’s growth and innovation in Europe with sharp local insights and a collaborative spirit.
INSIDERS with Martin Guillet & Grégoire Puget, let’s dive into another fascinating interview!
Hi Greg, hi Martin! Great to chat with you! Can you explain what are your current roles at Buff and how has your scope evolved?
Martin Guillet: I’m Martin Guillet. I joined Buff two years ago as the marketing manager for France, and since then, my scope has expanded to include the Benelux countries and Germany.
Grégoire Puget: I’m Grégoire Puget, director of Buff’s French subsidiary since 2022, now entering my fourth year. Initially, in 2022, I structured the French team after the brand decided to take over direct operations from its previous distributor. Today, we are a small but agile team of two employees plus about a dozen independent sales reps who work across the French market.
How would you describe Buff’s brand positioning and product range for those less familiar with the market?
Grégoire Puget: Buff started back in 1992, inspired by a trail motorcycle enthusiast in the Catalan mountains who invented the seamless neck gaiter to protect against dust. That original Eco Stretch neckwear is what most people know as “the Buff,” like a Levis 501 in the world of accessories. Over 33 years, the brand expanded internationally beyond neck gaiters to a full line of outdoor accessories: caps, headbands, running bonnets, and now we’re launching new performance socks for running and skiing in 2025, plus fine-sport gloves coming soon.
How do you see the trail and running markets evolving over the past two years, especially in France?
Martin Guillet: Buff is the longest-standing sponsor of the UTMB, supporting the race for 15 years. We’ve seen trail running grow from niche local races in Chamonix to a global circuit of over 50 races. Our strategy is evolving too—from 80% winter and mountain-focused sales to a more balanced approach targeting cities, roughly a 60/40 mix now. Events like La SaintéLyon perfectly bridge mountain ultra-trail events like UTMB and urban trail running. We’re also expanding into marathons, signing sponsorships for Barcelona and San Sebastián, reflecting the growing urban running trend in France.
How do you interpret the shift in industry focus from trade shows to experiential events such as UTMB?
Martin Guillet: There’s definitely a shift. Big trade shows like ISPO are thinning out, as major brands like Salomon and Nike channel budgets into immersive events like UTMB, taking over chalets and delivering exclusive experiences. For brands, this direct engagement with passionate communities is a powerful way to grow. This trend makes trail running cool again—not just for old-school mountain runners but urban runners seeking new challenges.
How do consumer attitudes and running culture differ across European countries like Germany, Spain, and Italy compared to France?
Martin Guillet: Geography and culture shape consumer behavior significantly. Germany is twice the size of the French market for us, but urban running and marathon events dominate there — like the Berlin Marathon — while trail is more niche. For example, the German trail race at Garmisch just became an official UTMB World Series event, something France already has five of because the region around Chamonix, the birthplace of alpinism, holds huge prestige. So indeed, we tailor marketing strategies per market with these differences in mind.
What sets Buff apart in a highly competitive trail and running market, and how do you approach event activations?
Grégoire Puget: First, Buff has the rare advantage of a brand name becoming synonymous with the product. Everyone calls neck gaiters “buffs.” That brand recognition helps with event invitations and building community. We focus on inclusivity—events where everyone feels welcome regardless of ability or brand they wear. Our approach is authentic and accessible, aiming to create fun, respectful experiences that reflect our team’s own ethos. Whether at a community run or a product showcase, we want genuine connection.
"Everyone calls neck gaiters 'buffs.' That brand recognition helps with event invitations and building community."
What are your specific objectives for Buff’s presence at La SaintéLyon and how do events fit into your product strategy?
Martin Guillet: La SaintéLyon is a perfect fit—it’s the largest and oldest trail race in France with about 20,000 participants, many of whom wear neck gaiters and hats, so it aligns naturally with our products. We will showcase our new running socks, including summer and warmer models, which is timely given the race conditions. This event also lays the groundwork for our winter sock launch and the launch of fine sport gloves next year, rounding out the runner’s cold-weather accessory kit.
Despite your strong trail presence, you mentioned trail isn’t your main growth focus. What are your broader ambitions and untapped markets?
Martin Guillet: We want to hold our ground in trail but are pushing more into urban and road running markets. Our presence in the World Series covers about 50 races globally, including five in France. We aim to secure a French marathon sponsorship soon to complete this urban-market strategy. Our collaborations, like working with Le Vieux Campeur at the Paris Marathon, show this direction. So indirectly, we’re strengthening trail but targeting more accessible, city-based engagement.
What is it like working at Buff and how would you describe the company culture?
Grégoire Puget: Buff is very employee-focused, with a culture of respect, autonomy, and trust. Our leadership is about 90% women, which fosters an inclusive, ego-light environment that encourages ideas and agility. We’re more a product production company than just a brand—we make nearly all our collection locally in Catalonia, Spain, which is rare and gives us flexibility and control unmatched by most competitors relying on Asian supply chains. This proximity allows us to quickly respond to demand and maintain quality, which helps us serve both large retailers and local clubs seamlessly.
"Our leadership is about 90% women, which fosters an inclusive, ego-light environment that encourages ideas and agility."
How do you collaborate with other Buff teams across Europe and what synergies exist?
Grégoire Puget: We cooperate daily with all direct markets in Europe—France, Germany, UK, Italy, Spain, Benelux—and also closely with the US, our largest direct market. We share learnings constantly, from retail feedback to marketing ideas. For instance, things we’ve tested in France, the UK team may adopt soon. This cooperation helps with recruitment and execution. We all face unique challenges, such as growing categories like technical knitwear in France, which remains less developed compared to other markets. It’s a true mutual exchange.
Are you open to new partnerships, sponsorships, or recruitment and what should industry insiders know about working with Buff?
Martin Guillet: We’re open to conversations, especially around sponsorships, although budgets are controlled to fit our growth plans. We’re interested in hearing from potential athletes or agencies too. Regarding recruitment, we’re currently stable, growing sustainably within our economic reality. Buff sells accessories—not full apparel—so the scale is different from brands like The North Face or Hoka. But we enjoy staying connected with the industry and sharing experiences, because you never know when an opportunity might arise.
Grégoire Puget: Absolutely. It’s important to know Buff’s scale and offer is focused on accessories, typically priced around 10 to 12 euros wholesale, which shapes investment and hiring capacity. While we’re not expanding headcount aggressively, we’re happy to engage with interested professionals and explore possible future openings. Connecting and exchanging knowledge is valuable in this sector, and Buff embraces that spirit.
How does having your own manufacturing facilities near headquarters enhance the Buff experience? Visiting your Igualada headquarters was impressive because instantly after passing through the marketing and finance offices, you see the machines and artisans making products firsthand. That connection between product design and manufacturing is rare and creates a strong experience for your team and partners. Can you comment on that?
Grégoire Puget: Thanks, that’s a great point. Having manufacturing onsite allows us to react quickly to market needs and quality issues, fostering close collaboration across teams. It gives us agility and authenticity that simply importing products can’t match. For a brand like Buff, this is a key differentiator and feeds directly into our ability to innovate and stay connected to the product and the customer’s experience.
Thanks for your time Greg & Martin, it was a pleasure discovering Buuff's company culture through your perspective, see you soon!
