Altra Global Brand President Jen McLaren Reflects on 2025, Looks Ahead to 2026

On the heels of an exceptional year for Altra, McLaren shares the most important business lessons that drove success at the Colorado-based company and how she plans to maintain momentum in the coming year.

Published: December 23, 2025By Kate Robertson

Altra Global Brand President Jen McLaren. Photo courtesy of Altra.

As we near the end of 2025, SESO reached out to a wide range of industry leaders for their reflections on an unpredictable year, and what they are focused on for 2026.

Altra, the Colorado-based running brand under the VF Corp. umbrella, has had an exceptional year. At parent company VF Corp.’s investor day in March, Global Brand President Jen McLaren said the company was focused on growing brand awareness, which hovered at just 10% in the U.S. McLaren, who joined Altra in 2023, seems to be steering the company in the right direction. Altra reported 38% revenue growth in its latest quarterly results.

McLaren told us about the most important business lessons that drove success in 2025 and how she plans to maintain momentum in the coming year.

What was the most important business lesson you learned in 2025?

Jen McLaren, global brand president, Altra: My biggest lesson this year was the value of leading with genuine authenticity. When you’re grounded in your brand’s purpose and values, every strategic decision becomes clearer and more effective. That alignment ultimately elevates the experience for consumers, customers, employees, and stakeholders alike.

What are your greatest concerns looking ahead to 2026?

Jen McLaren: Looking ahead to 2026, my primary concern is making smart, sustainable long-term decisions during this time of macro-economic uncertainty. Success will depend on staying deeply attuned to our consumers and continuing to design solutions that address the real needs of runners at every level.

What are you investing in/optimistic about for 2026?

Jen McLaren: I’m optimistic about 2026 being a truly transformative year for the brand. We’re launching new, innovative products designed for runners, all rooted in our purpose of “inspiring the world to move naturally” and anchored by our signature Altra Fit. We’re also continuing to invest in the intersection of culture, running, and wellness.

Editor’s note — Don’t miss previously published reflections from: