On Holding AG Appoints New COO Amid Competitive Landscape
Published: September 30, 2025
In a strategic move aimed at bolstering its competitive edge, On Holding AG has appointed Scott Maguire as its new Chief Operating Officer (COO). This decision comes as the Swiss athletic footwear brand seeks to enhance its innovative capabilities, particularly through its advanced Lightspray shoemaking robots, while also aiming to capture a larger share of the market currently dominated by giants like Nike Inc. and Adidas AG.
Leadership Transition
Scott Maguire, who has been serving as On’s Chief Innovation Officer since March, will officially assume the COO role in January 2026. His extensive background includes significant positions at Specialized Bicycle Components and Dyson, where he honed his skills in innovation and operational efficiency. According to a statement from On, Maguire’s dual role will focus on integrating innovation with operations, a critical step as the company looks to scale its production capabilities.
Maguire’s immediate challenge will be to expand the use of Lightspray robots, which have already been instrumental in the production of high-end marathon sneakers. The company has expressed ambitions to broaden the application of this technology to other footwear lines, a project that Maguire has been overseeing since its inception.
Departure of Samuel Wenger
The transition comes as current COO Samuel Wenger prepares to leave On to explore new opportunities in the startup ecosystem. Wenger has been with the company since 2017 and played a pivotal role in its rapid growth trajectory. His contributions include establishing On’s sourcing office in Vietnam, launching its first retail stores, and managing the finance division following the company’s initial public offering in 2021. Wenger’s departure marks the end of an era for On, as he has been instrumental in navigating the brand through a period of hyper-growth.
A Brief History of On Holding AG
Founded in 2010 in Zurich, On has quickly made a name for itself in the running community, thanks to its lightweight and comfortable footwear. The brand has successfully diversified its offerings, expanding into tennis, outdoor gear, and apparel. As it enters the final year of its three-year strategic plan initiated in October 2023, On aims to double its net sales and achieve high profitability.
The company’s innovative approach has resonated with consumers, particularly in a market where performance and comfort are paramount. However, as On looks to the future, it faces the challenge of sustaining its growth momentum, especially in emerging markets like Asia.
Market Dynamics and Competitive Landscape
On’s sneakers are among the priciest in the industry, with models like the Cloudsurfer Max retailing for approximately $180. This premium pricing strategy has allowed the company to maintain profitability, even amidst economic uncertainties exacerbated by factors such as trade tariffs and inflationary pressures.
Despite these challenges, On’s stock has experienced a 20% decline this year, a performance that, while slightly better than Adidas, lags behind Nike, which is currently rebounding from its own setbacks. The competitive landscape remains fierce, with both Nike and Adidas investing heavily in innovation and marketing to retain their market dominance.
Future Prospects
Looking ahead, On must continue to innovate and expand its market presence to sustain its growth trajectory. The company’s focus on integrating advanced manufacturing technologies like Lightspray could provide a significant advantage in terms of efficiency and product quality. Additionally, expanding into new geographical markets, particularly in Asia, will be crucial for capturing a broader customer base.
As the athletic footwear market evolves, brands that can effectively blend innovation with consumer needs will likely emerge as leaders. On’s strategic appointment of Scott Maguire as COO reflects its commitment to this vision, positioning the company to better compete against established players in the industry.
Conclusion
The appointment of Scott Maguire as COO marks a significant step for On Holding AG as it navigates a competitive landscape dominated by larger rivals. With a focus on innovation and operational efficiency, the company aims to leverage its advanced manufacturing technologies to enhance its market position. As On prepares for its next chapter, the eyes of the industry will be on how effectively it can execute its ambitious growth strategy while maintaining the quality and performance that have garnered it a loyal following.
