INSIDERS with Peter CABLE

Head of Running at Scott

How many brands make bikes, skis and running shoes? Not many. Scott is one of them, and that creates both opportunities and challenges.

Peter Cable’s job as Head of Running is to make sure the running division benefits from being part of a bigger sports brand without losing its edge. That means dedicated experts,localized strategies, and a product philosophy that borrows from Scott’s nearly 70 year legacy but speaks directly to today’s runner. This interview covers a lot of ground: the shift toward customer-led innovation, Scott’s expansion into Asia and the US, what it’s like working in the Swiss Alps with colleagues from 22 countries, and how Peter went from sales rep to driving the category at the brand. Let’s get into it.

Hi Peter! Great to speak with you today! Can you explain your role at Scott and how you got to this position?

I’m Head of Running at Scott. It’s quite a broad role, but I’d say 80% of my time is dedicated to product. I’m the link between product creation, marketing and sales to ensure overall consistency. 

I’ve been at Scott for about 12 years now. I started as a sales rep in the UK, then spent 5-6 years as a product manager before moving into this more global position.

“Before, brands pushed innovation to the market; today, it’s a two-way conversation based on data and real needs.”

How does the Running category fit within Scott compared to other sports?

Scott is quite unique because we’re one of the only brands, along with maybe Decathlon, that produces bikes, winter sports equipment and running gear. 

To be relevant to each consumer, we’ve siloed the company into three main divisions: Bike, Winter Sports and Running. This allows us to have experts 100% dedicated to their field, we don’t want a bike expert designing a running shoe. 

My role is to make sure the Running division stays connected to the rest of the company while maintaining its specificity.

What are the major trends you’re seeing in product development today?

We’re seeing a convergence of technologies between brands. So differentiation now comes from a better understanding of the customer. Before, brands pushed innovation to the market; today, it’s a two-way conversation based on data and real needs. 

There’s also a demographic shift: we’re moving away from pure competition towards experience. Scott has a nearly 70 year heritage in performance sports and 20 years in running, but the future is as much about mid-pack runner performance as it is about elite performance.

Speaking of which, what’s the role of elite athletes in your product strategy?

They remain a major source of inspiration. We have, for example, Madalina Florea, who just won the Golden Trail World Series. She’s crucial for product development because she pushes the equipment to its limits. 

However, the challenge is applying this “Formula 1 strategy” to the general public: taking the best of what we do for Madalina and making it relevant for a runner who’s not necessarily running technical ridges.

As a global brand based in Switzerland, how do you manage the local specificities of different markets?

Our global headquarters is in Fribourg, Switzerland. We create a global direction and “toolbox”, but we give freedom to local subsidiaries. 

What sells in Hamburg is very different from what sells in Chamonix or Annecy. We’ve consolidated our product range to make it more readable, but we allow local markets to build their own assortment. For example, certain colorways or types of shoes (road versus trail) will work better in certain regions.

What are the key markets and opportunities for running at Scott?

We’re very focused on Central Europe: France, DACH, Italy, UK, and the “run specialty” network, specialist stores. 

There are huge opportunities in Asia, particularly through the visibility of the Golden Trail Series in Korea, Japan and China. The United States also represents enormous potential that we’ve barely scratched the surface of.

“We often joke that the ‘easy’ midday ride always ends up full gas after five minutes.”

Can you tell us about the company culture at Scott?

It’s a company where sport is omnipresent. The lunch break is massively used for sport. We often joke that the “easy” midday ride always ends up “full gas” after 5 minutes. 

It’s also a very multicultural company, with 22 different nationalities at the headquarters. Since Fribourg isn’t a huge metropolis, many employees are expats who came for the setting: the Swiss Alps. It creates a very family-like and community atmosphere. 

There have been recent changes in management and structure. What has that changed concretely?

Technically, the majority shareholder Youngone is the same, but there’s been a management change. It’s brought clarity. 

We’ve reduced the number of categories to focus on three main pillars: Bike, Winter, Running. The goal is also to rebalance the business to be less dependent solely on bikes. 

It’s unlocked significant investments for running: our entire shoe range has been renewed over the past 18 months. 

To finish on your career path, what were the key moments?

I started in retail at 16, then was a Tech Rep at Salomon before joining Scott. I’m a big believer in learning the basics in the field. 

The pivotal moment was accepting to move to Switzerland to join headquarters while my wife was pregnant with twins. If you want to progress in an international company, you often need that geographical flexibility. 

Then, my move from sales to product happened organically. As country sales manager, I participated in “advisory” meetings about future products. I was able to bring my field knowledge and colleagues mentored me to learn the product creation side. 

A final message for the industry?

There’s real momentum behind the Scott brand right now. We’re open to collaborations and partnerships, whether with athletes, media or suppliers. 

My door is open.

Thanks for your time Peter, it was great to hear about Scott’s vision and your journey. Speak soon!

PE, co-CEO de BOOST, the purpose-driven HR consulting firm specialising in the sports industry