Maria Israel joins as Unit Lead at VYSION

In this role, she will oversee VYSION's continued strategic and operational development, from supporting existing talent to expanding the portfolio and deepening brand partnerships in the sport, health, and lifestyle segment.

Her career has spanned the intersection of sport, nutrition, and creator marketing for years. In her most recent position, she led the influencer marketing division at ESN (Elite Sports Nutrition), Germany's leading performance nutrition brand, as Head of Influencer Marketing at The Quality Group, giving her valuable insight into the sport, health, and lifestyle content space in which VYSION also positions its talent. This closeness to the target audience and brand environment makes her the ideal fit to shape VYSION's next phase of growth.

“Sport and a mindful lifestyle have always been part of my life, both personally and professionally. At VYSION, I can now combine that passion with where I see the greatest potential in sport and health creator management: turning personalities into strong, credible brands. That is exactly our mission for VYSION, not just supporting and marketing talent, but building them into independent brands with lasting impact," says Maria Israel.

“With Maria, VYSION gains a leader who understands the creator market from two perspectives: the brand side and the talent side. That combination is exactly what we need to keep developing VYSION as an independent vertical within the MYTY Group," says Söhret Demir, CEO of VYSION.

VYSION: Athletes as Independent Brands

Athletes today are far more than physical performers. They share their

training, everyday life, and achievements on social media, building a loyal community of their own along the way. Sport, health, and fitness content therefore ranks among the segments with the highest engagement rates in influencer marketing. This reach and authenticity make talent in this space sought-after brand ambassadors, with a role-model influence that extends far beyond sport.

VYSION brings together the expertise of MYTY agencies SESAMY and Moongency in a dedicated unit for talent in the sport and health creator space, spanning management and content strategy, platform expertise, and data-driven brand development, and in doing so extends the MYTY Group's talent management offering beyond beauty, fashion, and lifestyle to now include sport as well.

With Maria Israel joining, the MYTY Group underscores its ambition to further professionalize the sport and health creator management space, both in terms of people and strategy. The goal is to establish VYSION as one of Europe's leading destinations for talent brand-building in sport over the coming years, with a growing talent portfolio and strong brand partnerships.

A Dedicated Sports Creator Hub in Berlin

The MYTY Group already demonstrated its commitment to the sports space earlier this year at the HYVE Summit in Berlin, an event centered on sport and longevity featuring guests such as football world champion Andre Schürrle, Stephan Pütz, a former professional MMA fighter, Dr. Andrea Gartenbach, physician and longevity expert, as well as Alvaro Gellings, co-founder of sportswear brand day one, and athletes and creators Nico Rauchenwald, Kathrin Reichelt, and Lenny Cool. The stage for the event was HYVE by MYTY, the group's creator hub in Berlin's Rummelsburger Bucht, where creators and talent from the agency group can co-work, livestream, podcast, and train in a 400-square-meter boutique gym run by partner Technogym.