I’m a fan of this industry”

I’m a fan of this industry”

Mr. Friedl, how is the long-time Mr. Grohe at BWT doing?
"I feel like I've arrived at BWT - with fresh energy and real enthusiasm for the new task. For me, moving to BWT was a conscious step in a new direction - without competing with the past, but with an eye on the future. I was the face of Grohe in Austria for a long time, and that remains an important part of my career. But now I'm at a company that offers me new creative opportunities - and that feels right.

A fan of the industry

Why did you choose BWT?
I am a fan of this industry. And it was always a goal for me to one day work for an owner-managed company. Now it has even become Austrian – with innovative strength, sustainability focus and real entrepreneurial spirit. BWT stands for technology with meaning – and that fascinated me.

How does working in a corporation differ from working in an owner-managed company like BWT?
In a corporation, strategic guidelines and product developments are usually controlled centrally - you implement what is specified. In an owner-managed company like BWT, we have the opportunity to actively shape things. Decisions are made more quickly and the development processes are much more agile. While new products in corporate structures often go through long development cycles, at BWT we experience noticeable dynamism and implementation strength.

How quickly are decisions made?
That depends on the product. If we need a feature for the Austrian market, we check whether it already exists for other markets - for example France. If it has to be redeveloped, twelve months are quite realistic until it is ready for the market.

Speaking of product developments: BWT recently presented a new product – One Pipe Power. They called it a “game changer.” Why?
Soft water doesn't taste particularly good. So far, a second pipe for drinking water has been laid. With “One Pipe Power” this is no longer necessary. We combine soft water with tasty drinking water - directly from the existing kitchen tap. This is made possible by a mineralizer integrated under the sink. No conversion, no additional effort. This is real innovation.

Interestingly, you presented this innovation at the energy saving trade fair in Wels and not at the ISH in Frankfurt...
That was great for us in Austrian sales. This would be unthinkable in an international company. People there think globally, not locally. At BWT we can respond specifically to our markets – and that pays off.

What other innovations do you have in the pipeline?
Our second major business area besides softeners is filters. We presented a new product at ISH that will be launched on the market in the fall - the Mach filter. What's special: The Mach filter is a backwash filter that cleans itself with a single hand movement. This is a real innovation. No more cartridge changes, no tools, no more craftsmen having to come to the house. This saves time, money and effort. When combined with other products, the result is a consistent, sustainable water concept throughout the house.

Let's talk about concepts: What are your strategic goals for your business area at BWT in Austria?
We want to further expand our market share. A central project is the expansion of our drinking water professionals. These are trained installers with whom we work closely. We offer you a comprehensive system – from training to marketing to technical support. This system is very well received. It also adds up to the product innovations I mentioned. This is a well thought-out overall concept. We have had around 400 partner companies in the past few years. We want to triple this number to 1,200 by the end of the year. We've already done about half of it.

And what about wholesale? What role does it play in your considerations?
A very important one. We want to make our products more visible and available in cash-and-carry stores. At the same time, we are developing new concepts on how we can better support the consultants in the showrooms in selling our products. We have the following thoughts on this: The industry has gone through a valley of tears in recent years. The frequency in the showrooms has decreased significantly. But less frequency also means more time for advice, which means more quality advice. We now provide consultants with tools with which they can explain the topic of water softening to the end customer.  This is a technical product that is usually less discussed in showrooms.

How can I imagine this specifically?
For example, we provide a set for measuring water hardness that the consultant can give to the end customer. Combined with the message: "Please check the water hardness in your home. With a softener you can significantly increase the lifespan of your installations and devices and save costs at the same time."

How do trading partners react to your new ideas?
Very positive. Our partners sense that we want to make a difference together. Our philosophy: We only win together. This applies internally as well as when working with our sales partners.

How important is teamwork to you in your leadership role?
Teamwork is central to me. I took over a highly qualified team with a lot of experience at BWT. Many colleagues have been there for years and have strong ties to the company. This is an incredible treasure. Of course, changes always bring dynamism, my leadership style is clear: we decide together, develop together and celebrate successes together. I'm a team player through and through.