Successful business growth
“It’s no longer coincidence”
Last week in Zeulenroda, Bauerfeind looked back at 2025 and ahead at 2026: Sales colleagues met for their third-quarter meeting at Bio-Seehotel. On Monday afternoon, the canteen was remodeled completely for about two hours. Around 140 Team Leaders, Heads of Department, and Heads of Division from all three German sites came together to listen to the Executive Board.
Rainer Berthan, Chief Executive Officer, reported yet again that Bauerfeind was able to grow over the past year – as it has done since 2021. “Getting a result like this five years in a row is no longer coincidence,” Rainer Berthan said and pointed out: “Our development over the past few years has been excellent here in Germany as well as abroad. This proves the quality of our company, managers and employees. You have accomplished so much. Otherwise it wouldn’t have been possible. Thank you from the bottom of my heart!”
Focus for 2026
Rainer Berthan defined the focus for 2026, starting with Foot Orthopedics, in which a lot of work has been invested over the last years. “I expect a positive development in 2026,” he said, referring to the revised product portfolio and BODYTRONIC ID:CAM. Medical retailers can use it to have digitally modeled orthotic blanks manufactured as a 3D print. Another focus for Germany, announced Rainer Berthan, will be the pharmacy business, and he explained the following with a view to structural changes in the healthcare market: “Pharmacies will certainly have greater meaning for our sales channels in the future.”Internationally, the focus will be on China, for example, as well as the US and France. In addition, Rainer Berthan is hoping for a positive effect from the Olympic Winter Games. “The extent of our involvement is respectable, and I’m expecting a nice boost for our colleagues and business in Italy.”
Values and management
Before the event, participants were able to submit questions to the Executive Board. One was about the values on which everyone’s actions at Bauerfeind are based. “If you ask me about the three key values, I’ll first say integrity,” Rainer Berthan replied, also including honesty – with oneself and others – as well as transparency. The second value for him was “creating added value for our customers and patients” and the third “responsibility for colleagues and the environment.” Asked about Bauerfeind’s corporate culture, Rainer Berthan explained that leading by example was a crucial point for him – even though this may not work out perfectly every day as he admitted. The important thing for him is: “You shouldn’t demand from your colleagues anything you can’t mirror yourself.”
Construction projects
Katharina Dietrich, Chief Technical Officer, reported on construction, automation, and efficiency projects: These projects are targeted investments in future-proofing, growth, and stability. Katharina Dietrich elaborated that a lot has been happening since fall 2025, referring to the new medium-voltage power supply and progress in construction of the Energy Center. According to the Chief Technical Officer, the expansion of Central Logistics – completion planned for spring 2029 – is also on schedule. She then gave a brief overview of the development of a Bauerfeind Campus. This included plans for new production facilities and functional buildings. This construction project has not yet started though because some permissions are still due.
Automation and efficiency projects
“When I talk about optimization, it doesn’t mean I want to save money, but we say good-bye to anything that doesn’t create value. Instead, we focus on efficiency,” Katharina Dietrich emphasized before presenting a series of projects in Zeulenroda, Gera, and Remscheid. This included, for example, the automatic unwinding system in Zeulenroda’s Yarn Covering Department and the driverless transport system between the Manufacturing and Dyeing Departments, rejection reduction in Gera’s Production, and continuation of the Lean Project in Remscheid. Furthermore, optimized processes in ongoing logistics are essential for Katharina Dietrich. The reason: It will be a little while before the expansion is completed. During this time, we need to leverage our growth and development.
Bauerfeind as a “Power Brand”
Isabel Eitner spoke about the goal to establish Bauerfeind as a “Power Brand”. The Head of Global Marketing described what it means for Bauerfeind to be “the brand for movement”: “When people think of movement, we want them to think of Bauerfeind.”
A new video with two-woman bobsleigh Olympic Champions Laura Nolte and Deborah Levi gave a little taster of the power of a strong brand. The two athletes are Bauerfeind’s Brand Ambassadors and part of a global brand campaign that has recently started. Their energetic appearance in the video earned immense applause in the canteen.
A strong brand is “first choice, in demand, unique, and easily accessible,” explained Isabel Eitner and pointed out that a brand isn’t just created by the Marketing Department but by all employees. “We all shape the perception of Bauerfeind and how people see us as a brand.” Bauerfeind as a Power Brand is a global project which starts with a comprehensive analysis, for example, of how Bauerfeind is perceived these days. As a second step, clear guidelines will be developed for a consistent appearance. “In this way, we will embed the Power Brand gradually every day, both internally and externally,” Isabel Eitner elaborated and suggested 2029 as a target – 100 years after Bauerfeind was founded.
