Sports – Emotions – Passion: A Pole Like No Other
Interview with Matthias Hatt (left), Managing Director and Martin Rominger (right), Managing Director of LEKI Lenhart GmbH
Anyone who uses this pole is definitely one thing: athletic. LEKI Lenhart GmbH in Kirchheim unter Teck develops and produces poles for various sports such as Alpine skiing, cross-country skiing, touring, trekking, or Nordic walking. But it's not just about sports in this family business; it's also about emotion – with enthusiasm for the product and a new brand appearance.
'Are you made for more?' is the slogan of LEKI, accompanying the new brand appearance of the 75-year-old family company. The message is clear: Everyone can exceed their own limits. "With this, we convey to people that they can achieve a bit of extra with our products," explains Managing Director Matthias Hatt. With this dynamic attitude, the company develops innovative poles and gloves for recreational and professional athletes. The former ski pole specialist has now expanded its range to nine product groups.
"We are a hub of innovation. One of our most important innovations is the Trigger System, which is the first safety binding on a ski pole, connecting the loop or glove to the handle. The development of this technology 15 years ago was a milestone in the company history and is still a unique selling point of LEKI. It has been continuously developed since then. It is important to us that the consumer has added value in all products," emphasizes Matthias Hatt. More than 270 patents speak for the company's innovative strength.
History with Challenges
LEKI employs 70 people in Kirchheim, with another 320 working in the factory in the Czech Republic. Although the company's history is marked by success, it has also been shaped by tragic events: Klaus Lenhart, son of the founding couple Karl and Gertrud Lenhart, died in a plane crash in 2012. His wife Waltraud, who then took over the company, died unexpectedly in 2021.
"Their children are now owners, but not involved in the operational business," says Matthias Hatt. He and his colleague in the executive management, Martin Rominger, have been with the company for many years and initially led it together with Waltraud Lenhart from 2019. Martin Rominger talks about the current challenges: "Having our own manufacturing facility was an advantage during the Corona period. But we also struggled with outages and all the hygiene regulations."
LEKI has not only reached the pre-Corona status again but has grown since then. "Material supply has become very difficult and prices have doubled in some cases. We fight for every ton. Delivery times are currently uncertain, as are the prices," says Martin Rominger.
Characteristic Durability
A significant feature of LEKI, besides high quality, is creating added value through innovation. The pole is not just a pole, but is characterized by certain safety and comfort features, adjustment systems, and low weight. Therefore, it is the first choice for high-performance athletes, whether in racing or on a mountain tour in the Himalayas.
As a provider of products for the outdoor sector, sustainability is a high priority for LEKI, Martin Rominger emphasizes: "We live with our products in nature, therefore we must also appreciate it." LEKI supports this idea with the durability of its products. The poles are used over years or decades. "We also try to optimize the value creation processes as much as possible to save resources and minimize the CO2 footprint," says Martin Rominger. LEKI also takes back old poles and reintroduces the material back into the production cycle.
Brand with Emotions
A focus in the future will be on further internationalization. Currently, LEKI does 48% of its business outside Central Europe. This share is expected to increase, while the quality of the product will continue to be a priority. "Our claim is to produce the best pole and the best glove in the world. In development, we still have a lot of potential," explains Martin Rominger.
With the brand relaunch, the LEKI brand and its message are now to be conveyed even better. Matthias Hatt explains: "With this, we have created a good foundation for a future-oriented orientation of the brand. In this course, we have also reformulated our corporate values. The basic message is: We live what we do." The goal is not only to convey enthusiasm for sport and top-level sport but also to present oneself even more strongly as a reliable partner for specialist retailers. LEKI works with more than 1,000 brand ambassadors worldwide. After all, who would be better suited to convey emotions in sport?