With sales of 193 million euros in 2025 and solid growth of eight percent, Arena is no longer satisfied with dominating the competition pools. Under the leadership of its Chief Executive Officer (CEO) Peter Graschi, the traditional swimwear specialist is making a strategic turnaround. The focus is now on ‘wellbeing’ and expanding the swimwear range.
Arena was founded in 1973 in Landersheim in Alsace by Horst Dassler – son of Adidas founder Adolf Dassler – and maintains close ties to France. However, the brand’s headquarters are in Tolentino, Italy. “We have a special connection to France; Arena was born here. That’s why we see this country as our home market,” reveals Peter Graschi. This historical closeness is reflected today in financial strength. The group wants to use this to accelerate its growth.
From ‘Water Instinct’ to ‘Planet Water’: A Paradigm Shift
The most tangible sign of this transformation is the change in brand manifesto. After 20 years under the motto ‘Water Instinct’, Arena is now taking over ‘Planet Water’. This is not just a semantic adjustment, but a desire to appeal to a wider audience. The previous slogan was aimed at purists and pure performance. ‘Planet Water’, on the other hand, is intended to include everyone who interacts with water.
“We want to appeal to everyone who wants to be active in and around the water,” explains the CEO. This more inclusive vision allows the brand to move beyond the swimming lane. She can now invest in more open waters and the more accessible area of aqua fitness.
France: A sustainable growth engine
The group does not hide its ambitions for the coming years, driven by the dynamics in France. Today the market accounts for 16 percent of global sales and is expected to remain the spearhead of the strategy until 2027. Arena is planning annual growth of seven percent there. This is based on a subtle balance: maintaining supremacy in the racing segment and a strong offensive in beachwear.
This technical legitimacy remains the best defense. At the most recent World Championships, held in Singapore in 2025, 20 of the 21 open water swimming medalists wore Arena competition suits.
Innovation as a barrier to entry
In view of the pressure for profitability coming from investors, Peter Graschi is categorical: Innovation is non-negotiable. “Our raison d’être is innovation. If we stop being innovative, we become interchangeable,” he affirms. However, in this technological race, Arena relies on collective intelligence: “R&D does not rest on our shoulders alone. We share these efforts with long-term partners and exclusive specialists. It is a constant collaboration.”
This strategy focuses on five pillars: compression, durability, buoyancy, hydrodynamics and now comfort. Above all, this progress means saving time and energy for the athletes. It used to take a top swimmer 30 minutes to put on her suit. With the new models it only takes five minutes. “As a result, the athletes spend less time preparing and can concentrate exclusively on the competition,” emphasizes the CEO.
Sustainability: The challenge of ‘textile-to-textile’ recycling
In parallel to performance, Arena must meet the ecological requirements of the industry. The group is investing massively to transform its high-volume products into sustainable models. This is evident in the Powerskin ST Next suit, which is made from 100 percent recycled nylon yarn Econyl. In addition, the Lycra EcoMade fiber, which is 70 percent bio-based from corn, is used for the training swimsuits in the Arena Vita Life collection. “Consumption is highest during training. This is exactly where we invest primarily in order to advance these sustainable solutions,” explains Graschi.
Get out of the pool
Although the brand is now venturing outside the swimming lanes, Peter Graschi rejects the overused ‘lifestyle’ label. He prefers to talk about an ‘expansion of swimwear’. By this he means hybrid products that accompany wearers from the beach to the pool. The brand wants to use the aesthetics of the movement to make its products desirable in the city. One example is the parkas that athletes wear between the changing room and the starting block.
This strategy will be implemented at the European Swimming Championships in Paris next August. After the success of the Olympic Games, the CEO is betting on a prolonged ‘halo effect’. “Paris is an inspiring city for anyone who wants to swim more. This event is a crucial showcase for our credibility and brand image.”
The strategy on site: The offensive via the clubs
Despite the repositioning, Arena remains true to its model. Wholesale accounts for the largest share of sales at 45 percent, supplemented by stationary direct sales at 35 percent and e-commerce at 20 percent. In France, the group is strengthening its local network by promoting grassroots work, the so-called ‘grassroots’ approach. “We are increasingly focusing on direct cooperation with the clubs. Our goal is to create more partnerships to support the development of the sport at the grassroots and grow locally,” explains the managing director. This presence among licensees and trainers is the foundation on which Arena builds its future legitimacy, far beyond advertising campaigns.
Ultimately, the ‘Planet Water’ manifesto touches on a public health mission. Peter Graschi likes to cite his father’s example: “He is 85 years old; as a former enthusiastic cyclist, he started swimming at the age of 75. Today he swims laps every day. That is fantastic for his quality of life.” For Arena, this is where the real goal lies: to inspire an active lifestyle, from the city swimming pool to the open sea.
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