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Our sportsella team

Gerd Bittl-Fröhlich - sportsella HQ, owner

Gerd is the owner of sportsella.

Born in 1965 - sporting goods business since childhood. Playroom: Sports department of a well-known Munich sports store. Via excursion into the music business in 1987 then entry into the parental business for a total of 12 years. Six of those years as managing director.
1999 Startup member of in Switzerland. The idea: Connecting all business processes in the sports trade via internet to a unique supply chain. Cooperation with federations, Fedas etc. becomes a still active software company for sports and lifestyle retail.

2006 Gerd meets Marc Ritter. He is thrilled to have finally found a way to convey the collected knowledge to (his) target group: employees in sales. This is what pushes Gerd every day.

Aleksandar Lukin - sportsella HQ Tutzing

Sales Consultant, Online Marketing Lover, Trainer & Coach  

Born in Wilhelmshaven at the North Sea, Aleksandar got to know the most beautiful parts of Germany due to his job. He grew up in the Black Forest, studied business administration, specializing in tourism, in the beautiful Allgäu, worked in the hotel industry in Croatia, with tour operators in Aschaffenburg and Karlsruhe, before he got to know Munich 14 years ago, which has grown on him to this day and where he works as an online marketeer and sales trainer. During his activities he always saw his focus in helping people to get ahead in their fields and to make it easier in their everyday business.

Especially in sales, which he has enjoyed helping with at sportsella since July 2020, these skills are of great importance. At sportsella, he found himself in this regard, as this is exactly what is lived here.

The sportsella experts

sportsella needs profound knowledge and experience for the preparation of the trainings. Over the years, a network of reputable experts in the sports industry has been established - the sportsella experts. These experts advise sportsella on the preparation of the sales trainings and also act as authors of these trainings.

They are specialists in the most important fields of the sports industry. To many sportsella users, these names and faces will mean something. Here we briefly introduce a few of our sportsella experts.

Dorothea Weniger - Sales training, human resources department

Dorothea Weniger comes from a practical background. As a trained bookseller, she is still fascinated by all the things you can experience in retail: "Every time you think you've seen it all, the next customer comes along and you think, 'There's no such thing!' The trick is to take everyone seriously and create an atmosphere where the customer feels comfortable."

In order not to have to miss this exciting part of everyday sales life, Dorothea also worked as a bookseller while studying German as a foreign language. After graduating, she taught for several years as a lecturer in adult education. At the end of the 1990s, the topic of e-learning was suddenly on everyone's lips. "I wanted to know how to produce interactive training material."

That's why Dorothea switched to media business after further training as a multimedia editor. She has been involved with professional training and development since 1998, volunteering on the editorial board of an educational magazine since 2003, and full-time at SAZ Verlag, where she oversaw the sales training and merchandise knowledge sections of the SAZcollege for sports and bike retailers until 2010. Since December 2010 Dorothea has been working as a freelance journalist and author. She finds sporting balance in yoga, playing volleyball and cycling, hiking in the mountains and boating.

Caroline Opp - Outdoor

Caroline worked for several years as a PR and media consultant for sports and outdoor companies and founded her own agency, Outdoor Relations, at the end of 2007. There she handles public relations and content management for various companies in the outdoor industry and works as a freelance editor for various sports and lifestyle magazines.Caro writes for sportsella trainings and training texts about software as well as hardware and supports clients in the Social Media area.Of course, she can also be found "outdoors" in her private life, with a preference for climbing, mountaineering or hiking. In the meantime also with a sweet youngster.

Chrstian Penning - Winter Sports and Bike

Text. Photo. Film.

Christian Penning, is a freelance journalist and photographer. He works mainly for special interest magazines in the sports and outdoor sector, as a content producer for sporting goods manufacturers, and also brings experience as a documentary filmmaker.As a former editor-in-chief of ski, snowboard and mountain bike magazines, the passionate outdoor sportsman knows the sporting goods industry inside out.

At sportsella he adds his experience from numerous product tests and the conception of articles. He is also very familiar with trends and innovations in the bicycle industry.

Franz Blinia - Dipl. Sport- & Gesundheitstrainer

Personal trainer, sports & fitness manager

Coming from Weilheim/ Obb., Franz supports the team of sportsella in an advisory capacity during product trainings, tests the products and gives training tips.

"As a certified sports and health trainer, I've been helping people achieve their goals in the areas of endurance performance, mobility, running ergonomics, pain reduction and nutrition for over 11 years."

>> If you don't change anything, nothing will change <<

Toni Zettl - Coach, Consultant, Trainer

He was born in 1979 in Chiemgau near Lake Chiemsee. As a passionate mountain man who likes to challenge life, he has dedicated himself entirely to the topic of consciousness, experiencing and exploring one's own self and its potential. Today, he sees it as his calling to support and accompany people in achieving their goals, plans and challenges.


  • Coach and Trainer (SiTa-Consulting)   
  • Coach and consultant (BTB-Bildungswerk for therapeutic professions)

Markus Lutz - Bootfitting

The foundation for his career was laid at a young age. Because his The foundation for his career was laid at a young age. His father looked after the siblings Irene and Mariele Epple in racing. Thus, as a child, his training almost inevitably began with ski boot fitting and the knowledge about the anatomy of the feet that this required.

In the 90s, his father developed the first electronic measuring device for feet (FootPrint). Over time, the fitting of ski boots became more and more interesting for him, not only for professional sports. His area of responsibility expanded as a result, so that well-known manufacturers in the ski and running shoe sector worked together with Markus.

Today he can look back on an expertise of more than 25 years of ski boot fitting. This experience naturally makes it easy for Markus to implement new ideas and concepts. That's how you can meet him in many sports stores as a trainer.

At sportsella, Markus is the man for ski boot fitting. Markus has been in charge of the BootCamps in blended learning with since 2013. He passes on his expert knowledge to the participants with a lot of personal commitment.

Tobi Conrad - Life Coach and Speaker

Tobias Conrad is a life coach and speaker. His focus is on people's opportunities and possibilities.

What they can achieve with inner clarity and motivation. Personality development supports in good times and in challenging times to keep the own course and stay strong.