Sports
Valter Stoiani: From Corporate Life to Sports Entrepreneurship
An in-depth look at Valter Stoiani's journey, uncovering the challenges of building sports brands like Coros and NNormal in Brazil.
Valter Stoiani, an entrepreneur and exclusive distributor for Coros and NNormal in Brazil, shares his transition from the corporate world to sports. He details the complexities of managing brands in a challenging market and bets on the growth of trail running. The interview covers everything from creating his own products to distributing global giants.
On "Stemma Na Trilha," Sidney Togumi welcomed Valter Stoiani, an inspiring example of a career transition. An amateur athlete passionate about sports and adventure, Valter left the corporate world to become an entrepreneur, becoming the exclusive distributor for renowned brands like Coros and NNormal in Brazil. This in-depth chat reveals the behind-the-scenes and challenges of building a successful business in the national sports sector.
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The Journey of a Visionary Entrepreneur
Valter Stoiani defines himself as an enthusiast of challenges, sports, and diverse cultures. With experiences in Europe, the United States, and six years in Asia, he accumulated experience in finance and new business development. His motivation has always been to learn and explore the unknown, a characteristic he brings to entrepreneurship. "It's about taking on the challenge of developing something new, something that works, that's good, that's cool, that I understand in one market, and bringing it to another where it doesn't yet exist," Valter explains about his approach. This philosophy propelled him to seek a professional life more aligned with his passions, away from the incessant pressure and the pursuit of ever-increasing targets in the corporate world.
Upon returning to Brazil, Valter decided to combine his passion for sports with his entrepreneurial ambition. His first venture was Self ID, his own brand of identification bracelets for athletes, created after identifying an unmet demand in the Brazilian market. The experience with Self ID, driven by a personal need in triathlon, taught him the importance of diversification. The pandemic, which impacted demand for his product, was the catalyst for seeking new brands, leading him to Coros in 2021. The arrival of NNormal in 2024 came about differently: they sought him out, recognizing the success of his partnership with Coros. Both brands share the philosophy of challenging the status quo with technology and premium positioning, something Valter embraced with enthusiasm.
Navigating the Labyrinth of the Brazilian Market
Entrepreneurship in Brazil, especially in the import and distribution sector, is a complex challenge. Valter highlights the differences between an own brand, like Self ID, which offers greater control and margin but requires immense effort to build credibility; and the distribution of third-party brands, such as Coros and NNormal, which bring the brand glamour (associated with athletes like Kilian Jornet and Eliud Kipchoge) and higher demand, but with less control and tighter margins due to high import costs and taxes.
The Weight of Bureaucracy and Taxation
One of the most critical points Valter addresses is the business environment in Brazil. The tax burden and bureaucracy are "brutal," making many businesses unfeasible and increasing product costs. He illustrates this with the import cycle of an NNormal product, which can take almost a year from order to arrival, in contrast to Coros's monthly cycle. Furthermore, regulatory requirements, such as Anatel's homologation for electronic products and bureaucratic obstacles at the Receita Federal (Federal Revenue), generate significant delays and additional costs. Valter points out that this complexity not only harms entrepreneurs but also limits consumption and market growth, a paradox he hopes will be simplified.
The Power of Authentic Partnerships and the Future of Trail Running
In the digital landscape, the influence of content creators is unparalleled in Brazil. Valter emphasizes the search for legitimate and authentic partners, like Sidney Togumi himself, who truly test and believe in the products. This authenticity is crucial for building credibility and engagement with the public, differentiating from generic "sponsored posts."
Betting on Trail Running
Despite the challenges, Valter sees great growth potential for trail running in Brazil. The decision to distribute NNormal is a clear bet on this market, which, although still small in absolute and relative terms (compared, for example, to Argentina), shows signs of expansion. New races, such as the Pedra Grande Ultra Trail and the growth of established events like La Mission, indicate a positive trend. There is also a growing migration of road runners and triathletes to the trails, boosting the consumer base.
NNormal Cadiz: Innovation and Product Strategy
The launch of the NNormal Cadiz shoe exemplifies the brand's philosophy of innovating with distinct concept products, not just "advancements" of previous models. Sidney Togumi, a brand ambassador, detailed the features of the Cadiz, which offers more cushioning, and compared it to other models like the NNormal Kjerag (for shorter distances and elite athletes) and the NNormal Tomir (ideal for more technical terrains). Choosing the ideal shoe, as explained by Sidney, depends on the type of race and conditions, similar to choosing tires for mountain biking. Kilian Jornet's passion for technical details is a driving force for the continuous improvement of NNormal products, from the insole-less design of the Kjerag to the new materials and colors of the collections.
For Valter, inventory management and sales forecasting for products with long import cycles are a "calculated guess" amidst uncertainties. Understanding the preferences of the Brazilian market, including colors, models, and sizes, is a complex equation that requires constant observation and adaptation.
Conclusion: The Resilience of the Sports Entrepreneur
The chat with Valter Stoiani reveals that entrepreneurship in sports is much more than the perceived "glamour." It is a journey of passion, resilience, and constant adaptation, permeated by financial, bureaucratic, and logistical challenges. However, it is also an opportunity to build something significant, aligned with personal values, and contribute to the growth of a vibrant and constantly evolving market. Like an endurance race, perseverance and the ability to overcome obstacles are key to success.
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