Sports equipment company HEAD has appointed Oriol Martínez as its new sales & marketing director for Spain, strengthening its commercial leadership in the Iberian market.
Martínez took up the role at HEAD’s Barcelona headquarters in July and brings more than 20 years of experience across commercial management, marketing and strategic planning.
His previous roles include positions at Sports Emotion, Nike, Converse and Desigual. He joined Sports Emotion in September 2024 as its running category lead, following his time at Desigual.
At HEAD Spain, Martínez will oversee the company’s commercial and marketing strategy, with a particular focus on specialist distribution, the club ecosystem and expanding the brand’s market share across Spain, Andorra and Portugal.
Leadership change at HEAD Spain
Martínez succeeds Jochen Schirmer, who had led the business in the Iberian market since 2012.
Schirmer will move into new international responsibilities within HEAD’s global organisation, marking a broader reshuffle of the company’s leadership structure.
The appointment comes as HEAD continues to expand beyond its traditional racquet-sports positioning and strengthen its presence across multiple sports equipment categories.
A broader sports equipment portfolio
HEAD significantly expanded its water-sports portfolio in 2025 after acquiring the activities and brands of French group Aqualung, which was undergoing judicial administration.
The transaction was valued at more than €50 million and included a plan to maintain Aqualung’s operations and jobs, alongside investment in production facilities in France, the UK and Mexico.
The acquisition added brands including Mares, SSI, rEvo, Liveaboard.com and Zoggs to HEAD’s portfolio, broadening its exposure to the swimming and diving markets.
Martínez’s appointment therefore comes at a time when HEAD is managing an increasingly diversified sports equipment business, while seeking further growth across the Iberian market.