Sophia Krauss runs the Garmin ambassador program for Germany, Austria and Switzerland. Together with her team she works with pro athletes, micro influencers and retired athletes to make the brand visible where sport actually happens: on the trails, on the bike, in the mountains and inside real communities.
We talk about how Garmin moved from a loose influencer setup to a structured program, why the brand – as a premium player – deliberately avoids discount codes and affiliate links, and how to measure creator work beyond short-term sales. We also discuss off-season, overload and why a sound-healing workshop at Lake Constance can sometimes be more impactful than yet another community run.
You’ll learn:
- how Garmin structures its ambassador program in DACH – from micro influencers starting around 1,000 followers to former pro athletes
- why authenticity, story and community spirit matter more in selection than pure reach
- why Garmin as a premium brand doesn’t use discount codes or affiliate links and instead evaluates creator work via reach, brand fit and long-term impact
- how events like Zugspitz Ultratrail, Ötztal Radmarathon and ambassador gatherings are used to build real relationships rather than just content
- which learnings Sophia takes from the past 2.5 years: fewer but deeper partnerships, more planning ahead and more room for retrospectives
- how Garmin integrates mental health, sleep & recovery into its activities – from sound-healing sessions to workshops with mental coaches
- the current roles of Instagram, TikTok and YouTube in Garmin’s channel mix – and why YouTube is becoming increasingly important for deeper product and story formats
- how wearables can provide motivation, nudges and data – without replacing your own body awareness
