Valter Stoiani: Coros, Nnormal, and Brazil's Market Challenge

A curiosity from his sporting life: Valter represented Brazil at the 1991 Pan American Games in Cuba in the tennis racket Basque pelota modality, winning a bronze medal. He describes the sport as a mix of tennis and squash, played on a three-walled "fronton," and the Brazilian team's participation was a challenge, given the sport's limited tradition in the country.

Self ID: The Origin of an Entrepreneurial Spirit in Sports

Valter's first venture in sports was the creation of Self ID. In 2013, while still practicing triathlon in Hong Kong and already immersed in the world of performance sports, he noticed the lack of a secure identification system in Brazil – similar to Road ID in the USA – and identified an opportunity. Self ID was born as a proprietary brand, developed by Valter with suppliers in China. Unlike simply importing, he registered the brand and controlled the entire chain, a business model distinct from representing third-party brands like Coros or Garmin, which gave him greater control over the product and the brand's narrative.

Despite initial success and organic growth, the pandemic brought difficulties. Valter realized the need to expand his portfolio to ensure business resilience, seeking new opportunities that aligned with his vision.

Coros in Brazil: Technology, Certification, and Strategy

The stars aligned for Coros in Brazil at the end of 2020. Valter, through a direct initiative, sought out Luis, the global CEO of Coros (located in California), who has a Sino-American profile and a deep understanding of both business cultures. The conversation quickly evolved, resulting in the signing of the representation contract in early 2021.

Coros stands out as a Sino-American brand with its own factory in China, a differential that ensures greater control over production and quality, unlike many competitors who outsource manufacturing. Coros's largest sales market is China, demonstrating its global strength in a competitive landscape.

The Anatel Certification Obstacle

A critical point for importing and marketing technological products in Brazil is Anatel certification. Watches that emit radio frequency (Wi-Fi, Bluetooth, ANT+) require individual certification per model. This expensive and time-consuming process is one component of the "Brazil Cost" that impacts the final price and the agility of new product entry. Valter recounts the case of a treadmill importer whose cargo was seized due to lack of certification, illustrating the seriousness and cost of not following the rules, which include everything from fees to customs warehousing. Certification, although valid for two years, needs to be renewed and re-evaluated for each new model, making it a continuous process.

Coros Models and Their Uses:

Coros adopts a simplified portfolio approach, with specific lines for different uses, which facilitates consumer choice:

• Pace Line: Ideal for the "city athlete" – road runners, amateur triathletes, swimmers, and gym-goers. Models like the Pace 3 and Pace 4 offer about 95% of the functionalities of more expensive models at an accessible cost, accounting for 80% of sales volume.
• Apex Line: Aimed at performance and adventure, with premium materials like sapphire glass and a titanium case, plus longer battery life and background map navigation (unlike the Pace, which only shows the GPX route). It's the preferred model for trail athletes like Killian Jornet.
• Vertix Line: The pinnacle of autonomy, with over 100 hours of battery in GPS mode. Designed for extreme high-mountain expeditions, such as those of alpinist Carlos Sant'Helena on Everest or the ultra-endurance races of Sidney Togumi (Tordegéam, PT2000), offering reliability in conditions where recharging is unfeasible.
• Coros Dura (Bike Computer): An innovation with solar charging. With 120 hours of continuous battery (without sun), each hour of direct solar exposure adds two hours of use. This makes it ideal for ultra-cycling athletes, such as those from Bike Man Brazil, who faced battery issues with other devices in multi-day races. According to Valter, under ideal conditions, the battery can become "infinite," eliminating the need for power banks during races.

Ambassadors: Connection Beyond Commercialism

Coros seeks partnerships based on identification and values, not just commercial reach. Valter emphasizes that product quality is essential, but the choice of ambassadors goes further. Athletes like Ademir Paulino, Melk (marathoner who achieved the best Brazilian time in the Rio Marathon), Wellington Noronha (trail champion), and Diego Arantes (triathlete with impressive marathon and Ironman times) are chosen for their genuine passion for the brand and the product. The story of Sidney Togumi, who tested the watch for three months before committing, exemplifies this pursuit of authenticity and loyalty, prioritizing the construction of a solid and true brand over purely financial agreements.

The USP Case: Theft and Viral Recovery

Valter recalls the viral episode of Coros watches being stolen at USP. The incident, which involved the theft of watches and equipment from content creators working with the brand, generated significant repercussions. The viral spread of the event, with news reaching many people, even outside the running community, prompted the responsible police station to investigate thoroughly. The surprise came with the discovery that the perpetrator was a "businessman" in a Mini Cooper, traced by the license plate and police contacts with the vehicle's former owner. The outcome was the recovery of all stolen items, demonstrating the brand's visibility and the authorities' effectiveness in high-profile cases.

Nnormal: Killian Jornet's Trail Brand in Brazil

The arrival of Nnormal in Brazil was a direct consequence of Coros's success and Valter's relationship with the team. Nnormal was co-founded by Killian Jornet, considered the greatest mountain runner of all time – famous for climbing Everest without oxygen or sherpas, in addition to other incredible feats in mountains worldwide. His vision to create a brand aligned with his values of sustainability and performance gave birth to Nnormal.

The brand is highly niche, focusing exclusively on trail running shoes, an area where Killian is an authority. The strategic partnership was with Camper, a Spanish family-owned company with extensive experience in footwear. The name "Nnormal" is a fusion of "Nord" (Norway, where Killian currently resides with his wife, a Norwegian runner) and "Mallorca" (Camper's headquarters).

Launched in Brazil in early 2024 (after its official launch in September 2024 at Nautim Paraty), Nnormal follows the same path of organic brand building, with constant growth, although Valter admits it is at the point where Coros was in its second year of operation in the country.

Overcoming the "Brazil Cost" and Competition with Passion and Service

The business environment in Brazil is challenging, with the "Brazil Cost" (taxes, bureaucracy, certification) driving up the prices of legally imported products. The Brazilian consumer's price sensitivity adds another layer of difficulty, leading many to seek cheaper options, or even import on their own.

Coros directly competes with the strong presence of Garmin, an already established brand with excellent products. However, Valter bets on excellent customer service – reflected in their high ratings on Reclame Aqui (a Brazilian consumer complaint website) and the rate of resolved complaints. He emphasizes that this approach, although more costly, builds long-term trust and loyalty, contrasting with operations that prioritize only low prices at the expense of support and legality.

Valter's strategy is to focus on product quality, solid brand building, and customer support, rather than yielding to short-term tactics based on low prices, often supported by informal or irregular operations. This stance, he believes, is fundamental for success and sustainability in the Brazilian market.

Valter Stoiani's passion for sports and his entrepreneurial vision have transformed the challenges of the Brazilian market into opportunities. Through Coros and Nnormal, he not only introduces cutting-edge products but also builds communities and reinforces the importance of ethics and quality. His journey is an example of how dedication, strategy, and a deep cultural understanding can pave the way for success in Brazil's dynamic high-performance sports world.