Alongside OT World in Leipzig
The first meeting of the WEA Region brought Europe and the Americas together
Representatives of the new international Western Europe & Americas (WEA) Sales Region met up for the first time at the Hyperion Hotel in Leipzig between May 18 and 20, 2026. A total of 21 colleagues from 15 countries took part – including subsidiaries and distributors from Europe as well as North and South America. Some of the participants had to come a very long way, for example from Canada or Brazil.
The meeting focused on future cooperation within the new region as well as on discussing market requirements, sales methods, and growth opportunities. The topics of international best practices, strategies relating to sales and product management, as well as insights into current developments at Bauerfeind were also on the agenda.
“This first meeting laid a key foundation for our future collaboration. We learned a lot from each other over those few days so we can develop new synergies together,” highlights Kristin John, Head of the Western Europe & Americas Region.
The get-together was shaped in particular by the open atmosphere of partnership. Personal discussions between the countries as well as the close cooperation between internal teams, subsidiaries, and distributors were at the heart of it. This new region’s potential for joint growth and stronger international links also became quite apparent.
The Award Ceremony on Tuesday evening was a special highlight, with Rainer Berthan, Chief Executive Officer, handing out prizes. The most successful countries and teams within the WEA Region were honored in various categories – including the highest GenuTrain sales and special performance in the area of Bauerfeind SPORTS. The “Talk Award” – handed out as part of an interactive country puzzle – also caused some excitement.
The international participants really enjoyed the meeting as well. In-depth discussions, inspiring insights from different markets, and the exceptional Bauerfeind Logistics performance, as well as the opportunity to develop ideas and future strategies together within the new region were emphasized in particular.
