X-Technology, a Swiss research and development specialist in performance sportswear apparel and socks, is taking a new direction as it is now led by a new management team. The company was founded more than 20 years ago by Bodo W. Lambertz who sold it to a group of Swiss investors in November 2021. Over the past decades, the company had built up the X-Bionic and X-Socks performance sportswear brands. Now it aims to expand globally under the leadership of its new CEO Maximilian Lenk together with other managers.
Lenk has worked at Mammut Sports Group for ten years, most recently as chief product officer. During this time, he had focused on the realignment and digitalization of the brand. He started working at X-Technology at the beginning of April 2022.
In Figure: Maximilian Lenk, CEO, X-Technology
What are the core business activities of X-Technology?
X-Technology is a tech company with approx. 800 patents registered and a DNA of a R&D company. For more than 20 years we have been working based on the true belief that nature is offering us the solution for supporting people to perform better, longer, and more safely. The purpose is to energize people with our technologies for thermoregulation and partial compression. All our achievements are scientifically proved, and have been awarded and used by a growing group of athletes and enthusiasts.
X-Technology, a Swiss research and development specialist in performance sportswear apparel and socks, is taking a new direction as it is now led by a new management team. The company was founded more than 20 years ago by Bodo W. Lambertz who sold it to a group of Swiss investors in November 2021. Over the past decades, the company had built up the X-Bionic and X-Socks performance sportswear brands. Now it aims to expand globally under the leadership of its new CEO Maximilian Lenk together with other managers.
What achievements did the company gain?
Our X-Bionic brand has achieved some significant recognisements like, for instance, the Plus X Award, one of the world's largest innovation prize for technology, sports and lifestyle, as the most innovative brand of the year, for 13 times in a row. Among some of the records we have also achieved, through athletes who wore our products, we have won over 600 awards and over 1,200 medals at international championships and Olympics as our patented technologies help sport professionals to perform at their best in all conditions and to train longer, safer and more comfortably.
Is the company only offering its own brands X-Socks and X-Bionic or does it also produce or develop other technology for other brands or companies?
The base of our success are our two strong brands - X-Bionic and X-Socks. Furthermore, we are open to develop great products in mutual partnerships with market leaders in different categories, including, for instance, Puma and Lamborghini. The purpose is to apply our technologies to the special needs of our partners and customers.
Where is the company heading now under your guidance? What are your next aims and objectives?
Recently, I took over the leadership of a group of very talented and passionate people. I am bringing with me a group of strong people on board, who are very entrepreneurial, innovative and driving the company to a more digital approach. We are building a digital platform next to our innovation platform for products. To be even closer to the market, to our athletes, ambassadors and enthusiasts.
Will the company launch any new brand or develop any new specific technology?
We have a lot of potential in our key markets and even more potential abroad. Our own data show the demand our brand and products are creating, and we have just scratched the surface of it. In terms of technologies and products, we have a pipeline which is sound and filled. And we are continuously working on optimizing and inventing.
Is the company also already offering - or will it offer - any new sustainable or more eco-friendly technology in the future?
First, we produce in Europe only, mainly in Italy, and have solved the key issues around sustainability and fair labor conditions by selecting our partners very carefully. Furthermore, we already have a strong collection built from natural fibers. In the future we will continue that path and will constantly add new materials if they are fulfilling our standards for product performance, quality and innovation.
Original interview by Maria Cristina Pavarini
Source: https://www.the-spin-off.com/news/stories/The-Brands-How-X-Technology-looks-at-the-future-16423
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