2XU Taps Industry Veteran Aaron Brown to Lead North American Expansion

Brown joins the Melbourne-based firm with over two decades of industry experience, including a recent tenure as Vice President of Global Sales at HydraPak and a long-standing career at Under Armour, where he served as Director of Sales. His mandate focuses on scaling the brand’s wholesale presence and refining its go-to-market execution by leveraging 2XU’s established reputation in compression and triathlon gear.

CEO Harry Markl described the move as a calculated effort to build the brand’s market share through authentic performance partnerships rather than aggressive, unanchored growth. The appointment follows a two-year consolidation period under Markl’s leadership, during which the company prioritized product innovation and clarified its market positioning. According to COO and CMO Mathew Hayward, the transition aims to convert the brand’s existing technical credibility into a more robust commercial network.

Operating from the United States, Brown will manage retail and specialty partnerships, tasked with introducing the company’s broader training and running portfolios to a wider audience. He identified the brand’s heritage as a unique competitive advantage, noting the opportunity to bridge the gap between 2XU’s specialized roots and the broader North American sporting goods market.