Meet Mathias Schmidt, CEO, Region EMEA, Sport Group

Sport Group EMEA REGION CEO talks sales, sailing stormy seas and successful playing fields

German-born Mathias Schmidt has a US appreciation of sales and a love of an English pub. With a career that has spanned electronics, dental, eye care, music and lighting; from tech start-ups to multi-nationals, he has sailed many a stormy sea and thrived to tell the tale. Here he tells us about the leader who inspired both him and one of the most successful advertising campaigns of all time; why he believes in building successful playing fields, and why people always come first.

Tell us about your early years.

I grew up close to Munich until I was 12 and then moved to London for a five-year stint in the 70s and 80s. It was an exciting time to be in such a buzzing capital and it was very hard to leave. I went on to study Business Administration at university with a particular focus on marketing and finance. Although my studies took me elsewhere, my love of an English pub never left!

How did your early career unfold?

I spent the first 10 years of my career in US companies including Avis and Duracell, working in sales and marketing. My first job was with Remington as a sales rep selling electronic shavers out of a case and writing down orders in a notepad!

It wasn’t glamorous, but it was such valuable experience. I learnt so much about customers and the tough reality of making a sale. It has given me a deep appreciation of the sales process that has stayed with me throughout my career.

Who inspired you?

When I started with Remington, the legendary Victor Kiam was still president and owner. His famous line; “I liked the shaver so much, I bought the company” became one of the most successful advertising campaigns of all time.

He was an amazing character. He had the ability to light up a room and he was very open-minded. He talked to everyone in the company and was a beacon of positivity. He has had a lasting impact on my career.

“Companies are built on one asset. People.”

How did working for US companies shape your experience?

In my experience, there is a much bigger priority placed on sales in the US compared to Europe. It is a more valued function and the sales people are very highly regarded. I would say the same for marketing. The American company culture is also different. You can make it big when you are younger, but you have to perform.

What was your first senior role?

At the age of 33 I became the managing director of a big company. I took over when the company was in some financial trouble, which was the first time I had experienced ‘sailing in rough seas’ but I really enjoyed it and have sought out these types of opportunities ever since.

What rough seas followed?

Since then, I have been in managing director roles in various industries including electronics, dental, optical glass, music and lighting; for big companies, small companies and start-ups. I enjoy being creative about transforming and restructuring companies to make them stronger for the future.

COVID gave me that opportunity at Tag Sensors, a tech start-up in Norway. They were a company of 25 very smart engineers who had developed technology that transmitted key information during the supply chain process. The challenge was to scale the company while dealing with the complexities that COVID restrictions brought. It wasn’t easy, but I loved the start-up culture and being based near the arctic circle, 1500km north of Oslo, added to the adventure.

What is your management philosophy?

Companies are built on one asset. People. You can buy new machines or trucks, but it is the quality of the people that determines whether the business will be successful.

Then, regardless of the industry, and I say this as someone who has worked across multiple sectors, you need the right product, smart pricing, good distribution and a focus on key markets and customers.

Why Sport Group?

I met Christoph von Nitzsch, Sport Group CEO and Klaus Hauschulte, Sport Group COO in person, and I really liked their vision for the Group. I then looked into the company in more depth and I was hooked.

Our products are very attractive, and we bring joy and fun to people around the world. There are not many businesses where you deliver something so positive, and we have the added benefit of knowing, that even as the world gets more digitized, people will always want to play sport.

What has your time at Sport Group involved so far?

I came into the Group to help Melos with some post-COVID restructuring in October 2022 as an interim managing director. Melos is such a good company with an excellent history, quality product and good people. It meant that we were quickly able to make some positive adjustments.

I then moved to work with Polytan EMEA. Polytan has been an outstanding 50-year success story, so it is was a really enjoyable challenge to help position the business for the future. Now I am CEO of Sport Group’s EMEA region.

What is your focus for the future?

I like an open culture, short decision-making processes and giving people responsibility. So, I am bringing this approach to Sport Group in EMEA.

Ultimately, I want to create a playing field where our people can play successfully. To do this we are taking some complexity out of the company, focusing more on our customers, and ensuring the company culture is an exciting one.

What is your sport background?

I have played tennis and golf for many years. In less busy times, I managed to get my golf handicap down to 9, so I am looking forward to finding some time to get back onto the golf course. In the meantime, living in Berlin means I spend a lot of time biking around the place which keeps me fit and helps me really connect with this great city.

I have to admit, that my school time in England gave me some un-German sport experiences. I am not a big guy, and that, coupled with the British cold, mud and rain made rugby a pretty traumatic experience for me! Cricket was the other one. Don’t tell our Australian colleagues but this is a such a strange sport! Although, I still have a cricket bat at home as a memory of the great times I had being a kid.