Strategic Advisor in Fitness, Wellness & Digital Transformation

At K-Swiss, he played as European MD a key role in developing the brand from the ground up across multiple European markets, gaining deep expertise in brand building, distribution strategy, and consumer positioning within the competitive sportswear landscape.

He subsequently spent 11 years at Technogym Benelux, serving as Managing Director, where he led the company’s growth and strengthened its position as a leading premium fitness and wellness brand in the region. During this period, he worked closely with fitness operators, corporates, home and hospitality markets and health-focused organizations, further deepening his expertise at the intersection of fitness, technology, and consumer engagement.

Building on this experience, Marcel co-founded Sporttegoed.nl, a fitness and wellness platform that was later acquired by Gympass (now Wellhub), a global leader in employee wellness solutions.

Since the IPO in 2016, Marcel had a senior leadership role at Basic-Fit, driving digital transformation, business development and product innovation across multiple European markets. He also worked intensively on the public affairs projects for Basic-Fit and the fitness sector helping to reposition fitness as a valuable industry that can help more people be more active more often and maintain a healthy lifestyle.

In July 2026 he restarted his independent advisory business Sahsco.com to engage with a selected number of clients and projects, continuing to share his knowledge and experience beyond his working life.

He has served on the Board of the Dutch Tennis Federation and is currently President of EuropeActive.

Marcel holds an MBA degree and complements his experience with continuous executive education at IMD, London Business School, Nyenrode, and MIT Sloan.

Marcel began his career in the global sporting goods industry, holding leadership roles at PUMA and K-Swiss, where he was instrumental in building and scaling brand presence across Europe.