Qatar-based Al Mana is suggesting that the Middle East’s sporting goods market has entered a new chapter, marked by the appointment of two seasoned execs whose careers reflect a strong understanding of retail expansion, brand positioning and operations.

Robin Trebbe will assume the role of general manager at Go Sport Franchising, while the company named Christoffer Jansén as the general manager of the Sports Division at Al Mana Fashion Group, overseeing the regional operations of Go Sport, Courir and the NBA Store Middle East.

“Building on several years of strong regional performance and wider franchise growth following Al Mana’s successful acquisition of the Go Sport brand in 2023, these appointments signal the Group’s intent to accelerate its momentum and further elevate its position in the market,” Al Mana said in a media release. “With shifting consumer preferences, growing demand for experiential retail, and a strong appetite for international brands, the need for strategic leadership has never been greater.”

Trebbe reportedly brings a combination of retail expertise and international insight to the role. Most recently, he served as VP of Performance Sports at Adidas in China, where he led commercial and brand initiatives across one of the company’s “most dynamic growth markets.” Prior, he held senior roles at Intersport International, where he supported expansion efforts across Asia and deepened operational capabilities. His experience also reportedly includes leadership roles within the European Union Chamber of Commerce in China, where he chaired industry platforms and built relationships across public and private sectors.

“Trebbe’s appointment signals a sharpened focus on quality franchising across the regional market and beyond. Under his leadership, Go Sport Franchising is expected to continue its geographic expansion while deepening its local partnerships and brand agility,” the company said.

“This new journey with GO Sport Franchising is an exciting opportunity to build something enduring across diverse and fast-growing markets,” said Trebbe. “By working closely with our local partners, we aim to create compelling, high-performance retail experiences that speak directly to the evolving needs of regional consumers.”

Jansén steps into his new role at Al Mana Fashion Group with international retail experience across the Nordics, the Middle East and Eastern Europe. As former managing director of XXL Sports & Outdoor in Finland, he oversaw the company’s restructuring and reportedly led it through a competitive phase focused on performance and consumer alignment. His earlier leadership roles included senior retail positions in Kuwait and Russia, and he also directed Helsinki’s Itis Shopping Center, one of the largest commercial hubs in the country. This role highlighted his strength in revitalizing retail environments and repositioning assets for long-term growth.

“Jansén now will lead a division that has grown into one of the region’s most recognizable multi-brand operators, managing GO Sport, Courir, and the NBA Store across Qatar, the UAE, Bahrain, Oman, and Saudi Arabia,” the company noted.

“Al Mana’s Sports Division is uniquely placed at the intersection of global retail standards and regional consumer culture,” said Jansén. “I look forward to building on this strong foundation, deepening brand relevance, and creating experiences that connect with our customers on a local level.”

Since acquiring the Go Sport brand in 2023, Al Mana Fashion Group has driven steady regional expansion and franchise development across key markets, positioning itself as a key player in the transformation of the region’s sports and lifestyle retail landscape.

“From introducing the region’s first physical NBA Store in Abu Dhabi to expanding Courir’s distinctive streetwear appeal, the division has consistently pushed boundaries in how global brands engage with local audiences. GO Sport continues to lead as a trusted destination for performance-driven goods, and with renewed leadership, the group is entering a new phase of curated growth—balancing brand prestige with meaningful market integration,” Al Mana said.

Al Mana is a Qatari conglomerate operating over 55 companies in eight countries and employing over 3,500 personnel across automotive distribution and services, real estate and investments, retail, food and beverage, engineering, technology, media and entertainment. Al Mana holds the franchise license for Go Sport, Courir and NBA Store in the Middle East.

Go Sport is a globally recognized sports retailer specializing in performance, multi-branded products. Recently acquired in April 2023 by Al Mana, a Qatari conglomerate, in partnership with Intersport France, GO Sport.

Images courtesy Go Sport /Al Mana