Right at the heart of the community
Bence Berki and the Women’s Run in Vienna
The energy can be felt for days in advance when, at the end of May, almost 30,000 women and girls take their starting positions in Wiener Prater, an extensive park in Vienna. For Bence Berki, this tingling sensation is still special even during the sixth time he is supporting the Women’s Run for Bauerfeind Sports. He has been in charge of selling Bauerfeind Sports products in Austria since 2021 – and he’s right at the heart of it when one of Europe’s most comprehensive running communities meets in Vienna.
Fascinated by the Women’s Run
He experiences the Austrian Women’s Run from a perspective that promotes curiosity: “The hype is unbelievable,” he explains. He is particularly fascinated by the amazing community at and associated with the event. Hundreds of coaching staff support women all over Austria during their preparations for the race, oftentimes for several weeks. “It’s not just a running event, it’s a movement.”
For Bauerfeind Sports, this positive development of the joint partnership is closely linked to its own history. The cooperation has existed since 2011 – and it has grown visibly over time. A key success factor has been the Austrian subsidiary’s work, in particular while being headed up by Manager Pauline Rackow who has been instrumental in shaping and developing the partnership. “The Women’s Run and our brand are a perfect match. We have shared values and the runners appreciate our products,” Bence highlights. Demand is high, as are expectations – not least when it comes to the annual special edition. “People can’t wait to find out what color the products will be this time. That has simply become a part of it.” Since the beginning of the partnership, Bauerfeind has been creating a special sock edition for the event in the color of the running shirts. This year, it’s Recovery Socks in Bluebell – a delicate shade of lilac.
Right at the heart of the action: meetings during the event and insights into the Austrian market
Bence describes his work right at the heart of the action as something special. Everyone is moving and enjoying it. The weekend is not just about the run but also about meeting others. Bence told us that a participant came up to the Bauerfeind Sports stand once saying she had been wearing Bauerfeind socks for years and loves them. “Before we could even react properly, she took off her shoes and showed us her old, gray compression stockings. With a twinkle in her eye she reckoned: “It may be time for a new pair now.” That’s exactly the type of relaxed, yet special atmosphere that characterizes our stand,” explains Bence.
He also finds it fascinating to study Bauerfeind Sports’ Austrian market overall because it’s so versatile. Compared with Germany, over-the-counter business is much stronger while online plays a more minor role. At the same time, tourism influences a lot of areas – especially in the mountains. “Distributors focus on international guests quite a lot, while demand keeps growing in cities, such as Vienna.” The change in target group is very noticeable: “Increasing numbers of younger customers go on a targeted search for products associated with prevention – supports in particular.”
The Women’s Run reflects this trend. Many participants don’t just come along for the event but also to keep fit and healthy in the long term. And this, precisely, is the crux of the matter: “People are convinced – by running and our products. And that is obvious in every chat.”
When thousands of runners assemble at the start on May 31, Bence will yet again be part of this magical moment – somewhere between consultation, enthusiasm, and a lot of action.