The people behind our brand

The roots and the calling to take responsibility

I was born to a working-class family near Schweinfurt in the German region of Franconia. Ever since I can remember, I have wanted to take responsibility and perform at my best. It’s the only way I can explain how I became the chairman of our local sports association at 22 years of age. My dual business studies programme was marked by this working-man’s DNA: No semester breaks, lots of hands-on work – no daydreaming. But like many before me, I had to leave my home to understand it. I wanted to get out. So during my studies I signed up for an internship semester in Ireland with an Irish dancing show. I didn’t know how to dance, but with my German traits I made myself useful in the organization of the show. In return, I got the chance to learn a lot about pub culture, real community, and the power of music. The experience left its mark on me.

The towers of Frankfurt and the search for meaning

Back in Germany, after graduating in business management, I set out to conquer Frankfurt’s banking world. At only 24, I became the marketing manager of what was then the fifth-largest investment company in Germany, making me the youngest manager at Commerzbank at the time. It was a whirlwind time that taught me a lot about leading people and working together at the highest level. If you’re 24 and managing a team where the intern is older than you, the learning curve is steep. The investment bank Lehman collapsed. I experienced the financial crisis of 2008 first hand and saw the weaknesses of a sector that had gorged for too long on exorbitant fees and fat bonuses. Unfortunately, the responsibility I loved so much disappeared over night due to the merger of Dresdner Bank and Commerzbank. I felt I was taking a step back. But the opposite happened: I became the brand manager of the Allianz Group and learned how brands work. There was just one thing I couldn’t find among the glass towers of Frankfurt: meaning.

The founding years

To find my meaning, I had to leave the financial sector. . Get out of this world of smoke and mirrors. had to leave the superficiality of marketing. So I dug deeper and found my calling in strategic brand development. I wanted to get to the bottom of brands and what makes them unique at their core. I learned the consulting trade at the management consultancyBrandtrust in Nuremberg and advised international brands like BASF and UNIQA. In 2013, I founded the brand identity consultancy Spall.macht.Marke in Nuremberg based on the firm conviction that everyone can benefit from a conscious identity and a clear positioning. Everyone, not just DAX corporations, but every company, perhaps even every individual. Those were founding years in several ways, because at the same time I started a family and bought a house in the country. How many more new beginnings could a man have all at once?

A commitment to letting children discover the joy of performance

For over 15 years I have worked as a manager and consultant for cult brands, world market leaders, ministries, leading business personalities and top athletes. But that’s not enough. Life is too short to live it half-heartedly.

Education is the key to most of the problems of our time. I understood this in 2018 in South Africa when I saw refugee children who had no chance at an education. I resolved to change something. This is how our project Agru Academy was born, a school for disadvantaged children in Cape town. We worked with the school management to develop a strategy, collected money, and managed to get the project listed with a German aid organisation.

When I ask myself why I do all this, I always arrive at the same answer: I want to enable people to excel under their own strength. This is why I am active as driving force and director of the Peak Performer Foundation – together with our patron Magdalena Neuner and Olympic gold medallist Matthias Steiner, extreme mountain climbers Thomas & Alexander Huber and many other founding members of our foundation.

Working with the foundation, I can share my life lessons and principles for becoming the best version of myself with children and adolescents. Unfortunately, the right mindset for achieving something is not a subject in school curricula. That’s exactly where we come in. We want to teach kids what it takes to achieve something in life with your own powers. And show them that performance can be fun and give meaning.

A commitment to letting children discover the joy of performance

For over 15 years I have worked as a manager and consultant for cult brands, world market leaders, ministries, leading business personalities and top athletes. But that’s not enough. Life is too short to live it half-heartedly.

Education is the key to most of the problems of our time. I understood this in 2018 in South Africa when I saw refugee children who had no chance at an education. I resolved to change something. This is how our project Agru Academy was born, a school for disadvantaged children in Cape town. We worked with the school management to develop a strategy, collected money, and managed to get the project listed with a German aid organisation.

When I ask myself why I do all this, I always arrive at the same answer: I want to enable people to excel under their own strength. This is why I am active as driving force and director of the Peak Performer Foundation – together with our patron Magdalena Neuner and Olympic gold medallist Matthias Steiner, extreme mountain climbers Thomas & Alexander Huber and many other founding members of our foundation.

Working with the foundation, I can share my life lessons and principles for becoming the best version of myself with children and adolescents. Unfortunately, the right mindset for achieving something is not a subject in school curricula. That’s exactly where we come in. We want to teach kids what it takes to achieve something in life with your own powers. And show them that performance can be fun and give meaning.