"If you want to be among the best, a good team is crucial" - Christian Gut

With the lift to the top, on skis to the bottom

Success in marketing is like taking the elevator to the top - continuously, purposefully and upwardly striving. Christian Gut uses this metaphor perfectly to describe the impressive rise of Stöckli Swiss Sports in the elevator pitch. "Stöckli, that's Swiss skiing. It's visible in the factory, it can be experienced and tested in the snow and on the slopes, and it can be proven in racing," says Gut. Under his leadership, the go-to-market strategy of D2C (direct-to-consumer) was perfectly aligned with the fast-growing B2B2C (business-to-business-to-consumer) sector, which strengthened the company internationally and allowed it to gain market share.

The "Marco Odermatt effect": On the trail of the winner

While the lift metaphorically stands for success on the way up, the skis from Stöckli symbolize the rapid and masterful descent. The "Marco Odermatt effect" is a prime example of this. Odermatt, the three-time overall World Cup winner, is not only a figurehead, but also living proof of the top quality of Stöckli skis. "Last March, Marco Odermatt won the overall World Cup for the third time in a row, and we celebrated this with a triple campaign," explains Gut. A guerrilla marketing campaign in Times Square in New York not only attracted attention, but also demonstrated the global reach and influence of the brand.

Innovation and sustainability: the Stöckli formula

Stöckli not only focuses on speed and victory, but also on sustainability and innovation. While the skis are designed to enable the perfect descent, the company strives to meet the highest sustainability standards in its production and products. "The focus is on the quality and durability of the products, which fits in with the strategy of Swissness and is sustainable per se," emphasizes Gut. Stöckli is setting new standards with the use of 100 % renewable energy in the Malters factory and an innovative heat accumulator that saves 30% of energy during the manufacturing process.

Customer centricity: the key to success

The perfect departure begins with good preparation and a precise understanding of the customer. "The gut feeling of our consumers is even more important to us than our own gut feeling," explains Gut. Ski tests and factory tours are essential components of the marketing strategy in order to strengthen interaction with customers and offer them an unforgettable experience. This strategy has helped Stöckli to build a strong and loyal customer base.

Who will be "CMO of The Year 2024?"

Christian Gut's outstanding achievements as Chief Sales & Marketing Officer at Stöckli Swiss Sports and his innovative marketing strategies set new standards in the industry. While the lift symbolizes the steady rise in marketing, Stöckli's skis embody the perfection of downhill skiing - fast, elegant and masterful. Who will win the title of "CMO of the Year" 2024 remains exciting until the exclusive award night in the Papiersaal. Until then, Gut shows how a well thought-out and bold marketing strategy can bring long-term success and growth.