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    Leaders Unplugged

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    “We were so scared of our IPO”: Leaders Unplugged with former On-CEO Marc Maurer

    July 8, 2025 • by Alyson Meister, Marc Maurer in Leaders Unplugged

    Marc Maurer shares how ON grew from startup to IPO by defying hype, focusing on purpose, and leading with humility in this candid Leaders Unplugged episode....

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    What is Leaders Unplugged?

    Leaders Unplugged is real talk with the impactful. Candid, honest, actionable – and fresh from behind the scenes. Presented by IMD in collaboration with Remote Daily. Hosted by IMD’s president, David Bach.

    How ON built a purpose-led brand, said no to the Metaverse, and redefined growth with humility – former Co-CEO Marc Maurer shares his lessons from the top.

     

    Marc Maurer didn’t build ON by playing it safe. In this live conversation with IMD’s Alyson Meister, the outgoing Co-CEO explains why betting on purpose, rejecting hype, and ignoring the industry playbook paid off:

    1. Culture over hype.
       “We’re actually the anti-metaverse.” ON doubled down on real-life movement instead of pixels, and built a brand with soul.
    2. Purpose-driven growth.
       “Why do we need to grow 28%? Why not 20%? Who tells you it should be 28?” Maurer insists that growth must serve the purpose, not the markets.
    3. Hire outsiders, build insiders.
       “For the first 10 years or so, it was forbidden to hire from a competitor.” ON’s originality? No legacy thinking, just bold innovation.

    With insights on sustainability, Gen Z expectations, and life after ON, this episode – recorded live at IMD’s flagship event Orchestrating Winning Performance (OWP) – is a masterclass in leadership.

    Authors

    Alyson Meister - IMD Professor

    Alyson Meister

    Professor of Leadership and Organizational Behavior at IMD

    Alyson Meister is Professor of Leadership and Organizational Behavior and Director of the Future Leaders program and the Resilient Leadership Sprint, she is also co-director of the Change Management Program at IMD Business School. Specializing in the development of globally oriented, adaptive, and inclusive organizations, she has worked with executives, teams, and organizations from professional services to industrial goods and technology. She also serves as co-chair of One Mind at Work’s Scientific Advisory Committee, with a focus on advancing mental health in the workplace. Follow her on Twitter: @alymeister.

    Marc Maurer

    Co-CEO of On

    Marc Maurer, Co-CEO of On, has always been driven by a passion for outdoor movement, a pursuit that deeply influences both his personal and professional life. Since joining On in 2013 as COO, and later becoming Co-CEO in 2021, Maurer has been dedicated to exploring and supporting the company’s growth. In addition to his role at On, Maurer is a member of the Swiss Entrepreneurs & Startup Association and the Passion Schneesport Association, where he works to develop young talents in snow sports across Switzerland. 

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