Sport-Thieme is Europe’s leading mail order sports company with 13.000 sports, fitness and therapy products covering over 70 disciplines.

The challenge

As a traditional German family business, Sport-Thieme has continuously adapted to the conditions of the market over the last 65 years and successfully established itself in Europe’s mail order market in the B2B sector.

However, despite continuous economic success, growth is not always systematically driven; business and target groups are not clearly defined. Furthermore, international financially strong competitors pose an increasing threat to the core business – a fundamental review of the business model and market positioning is required:

Which vision is driving the company, which target groups should be in focus in the future and which e-commerce strategy will ensure the ability to compete in the long term? In 2017, we were entrusted with the visioneering and strategy process in close cooperation with the extended management team.

The strategy

On the basis of market research as well as an analysis of the brand and the competitive environment, all findings were condensed into a SWOT:

An in-depth analysis of customers and their needs leads to a completely new target group segmentation as well as portfolio optimization. Although the brand itself has a high awareness in the institutional field, in lacks a unique profile.

The solid foundation of its strengths enables Sport-Thieme to achieve further growth in its core business, despite existing market risks. However, this requires a consistent positioning as a specialist for B2B customers and those dealing professionally with exercise, sports and therapy.

Based on these findings and with close involvement of the extended management team, we define mission, vision and the corporate strategy. In course of multiple interdisciplinary workshops and in-line with brand and growth drivers, concrete individual goals and measures are worked out and evaluated.
At the end of the strategy process, we have successfully consolidated 888 individual measures into 10 long-term objectives with prioritized measures, bindingly approved by the supervisory board.

“We worked really well with Silke Hartmann and the PNG team. No wonder that we are very satisfied with the result. You asked the right questions and stuck with them in every moment. That’s what I expect from an external company. Strategy and positioning will accompany us for the next years and provide focus and orientation. We are convinced that we are now addressing the right and important issues. Thank you.”

Maximilian Hohe, Managing Director