“I still find it stimulating to discuss ideas together with employees”
An interview with Prof. Hans B. Bauerfeind, Chief Executive Officer of Bauerfeind AG
90 years of Bauerfeind: That’s a good reason to celebrate so many successes, isn’t it?
You might find it hard to believe, but I prefer to look forward rather than spending too much time thinking about the past. It won’t help us in the future if we just rest on the laurels of our past success. A lot is put into perspective over time and becomes less important – especially within 90 years. But the things we have achieved together over the years are quite remarkable, and I can also say I’m somewhat proud. I would like to thank everyone on the team, starting with the family and employees as well as our business partners. Of course, we celebrated this anniversary. The biggest celebration will be tonight on the grounds of the Bio-Seehotel Zeulenroda with 1,000 employees from Germany and abroad as well as lots of retired former employees.
You have been working for the company for over 55 years. What are some of your fondest memories from the company’s history?
Every period had its moments. I remember how, aged nine, I had to leave our home town of Zeulenroda with my parents in 1949, and how a completely new life began for us in Darmstadt-Eberstadt: building friendships, founding a company and establishing a new livelihood in a strange town. As a child, I already wanted to help. Right after school, my school bag would go flying and I was off to help out in the company. I enjoyed writing invoices or doing some bricklaying or carpentry jobs, because there was always some sort of construction work going on. The way back was just as formative for me. Our first company meeting in 1991 in Zeulenroda – I can still see exactly the employees’ faces in front of me: distanced, waiting to see what would happen, mistrustful. At that time, it was still important where you came from – especially for a new operations manager. All the staff had already had experiences of “Wessis” (the informal name given to former citizens of West Germany before reunification) or knew stories from hearsay about people who made some quick money in East Germany and then left again. That sort of thing also made me furious. However, it wasn’t shared indignation that then made us so successful in Zeulenroda, but a shared thirst for action.
You are an only child. When did you realize that you would run the company one day?
I wouldn’t be able to tell you a specific moment in time. It was something I took for granted. Not only did I grow up with the company, I also worked at the company in Darmstadt-Eberstadt. There was also plenty to do: in production, in our spinning and coating works and on the flat knit machines we used to have back then My favorite thing, though, was building and constructing machines. Once I had finished school and spent a few years abroad, I settled in England to do my degree in textile engineering. In 1962 I returned home to officially join the company.
Today you have roughly 2,100 employees worldwide, you secure livelihoods and operate with Bauerfeind AG as an important economic factor in the region. Are you sometimes afraid of this success and the responsibility that goes along with it?
No, I’m not afraid at all. That would also be an obstacle when it comes to making decisions, because fear paralyzes you. I still feel respect and a certain humility when it comes to the task of leading a company: After all, my decisions don’t just affect my own family’s well-being – they also affect the well-being of our employees, who I am responsible for and who have given me their trust.
Where do you find the motivation to keep working at the age of 78? What is your motor? What drives you?
I still enjoy shaping things based on my concepts and transforming promising ideas into reality. I still find it incredibly stimulating to talk with employees about a new product we want to introduce on the market, and this motivates me as well.
Before the product launch in 1981, did you think the GenuTrain knee support would be such a successful product?
No, there was no way to predict that. Originally, the support was intended to be used by athletes. It started with football. Then the idea took on a life of its own, or rather the active principle prevailed. Athletes recommended the support to their families and friends. Word got out that GenuTrain could also be used by “normal” people who “just” have knee pain. Today we offer two different versions on the market. Alongside our medical products, which are obtained from medical supply retailers with a prescription, we also have products specifically for athletes. The sports supports are a few grams lighter, the knitted fabric is more breathable and the colors closely follow fashion trends. But the active principle of the sports knee support is the same as for the GenuTrain.
Many business decisions or product launches of the past have turned out to be a success: How much of that is chance, a hunch or vision?
Chance, hunches and vision certainly play a role. What also counts is sheer hard work. Because it is only through continuous work that lasting success is achieved. I don’t know any slackers who can boast of success stories, at any rate. For me, courage and determination are also key elements. Particularly when a company is just getting started.
Bauerfeind is still a family business. Will it stay that way?
Yes, we will continue to be a family-run business. To guarantee this, my children and I founded a family foundation in 2014. This has a sole purpose: maintaining and funding our company group.
What do you do in your free time to come up with different ideas or find new inspiration?
I seek out quiet and enjoy my time at home, in my garden or going hunting – a hobby I share with my wife. This really allows me to disconnect and recharge my batteries. I also find inspiration in art and books. We are a big family, and we enjoy being with our children and grandchildren.
Zeulenroda, June 2019