We'd like to introduce: Wolfram Veitl, Minitube's new CCO
As we turn the page to 2026, Minitube is entering a new chapter. After decades of family ownership, an expanded executive team will be responsible for the company’s future. One of them is Wolfram Veitl, the new Chief Commercial Officer (CCO). With nearly 30 years of international experience in medical technology, sales, marketing, and management, Wolfram embodies clear values: customer focus, teamwork, and an orientation toward the international market.
In this interview, he discusses why fostering strong relationships with customers is essential for sustainable growth, his plans for expanding Minitube internationally, and his personal motivations.
Wolfram, you have been Minitube’s CCO for a few months now. What excites you most about this role?
You have nearly 30 years of experience in medical technology, sales, and management. Which of these experiences will help you the most in your new role?
In this interview, he discusses why fostering strong relationships with customers is essential for sustainable growth, his plans for expanding Minitube internationally, and his personal motivations.
Wolfram, you have been Minitube’s CCO for a few months now. What excites you most about this role?
In a few words, it's being the interface between customers and the company, shaping the company's strategic direction, and leading the sales and marketing team.
For me, this means incorporating a holistic customer perspective into the company with my team. First, we understand the challenges that our global customers and markets face. These challenges drive innovation, new products, and strategic approaches for Minitube’s future. On the other hand, we bring the joy and success that our customers experience with our solutions into the company.
Externally, we present newly developed products and solutions to customers, contributing to the company's overall success with every sale.
For me, this means incorporating a holistic customer perspective into the company with my team. First, we understand the challenges that our global customers and markets face. These challenges drive innovation, new products, and strategic approaches for Minitube’s future. On the other hand, we bring the joy and success that our customers experience with our solutions into the company.
Externally, we present newly developed products and solutions to customers, contributing to the company's overall success with every sale.
You have nearly 30 years of experience in medical technology, sales, and management. Which of these experiences will help you the most in your new role?
Several come to mind: precision, strategic thinking, fostering a learning culture, developing employees, teamwork, and adaptability.
Combining precision with discipline leads to high-quality products and solutions that fully satisfy our customers.
Combining precision with discipline leads to high-quality products and solutions that fully satisfy our customers.
Strategic thinking requires long-term planning, a skill that is often challenged by disruptive topics in daily life. My experience in emergency medicine is valuable here because quick decisions are made collaboratively, incorporating multiple perspectives and shared responsibility.
This fosters a learning culture in which mistakes are openly discussed within the team, corrected, and used as a basis for better handling future situations—always with respectful, peer-level communication. No ranks, no titles.
This approach enables all employees to improve and grow. Where useful, I support development through targeted training programs.
It also strengthens teamwork and a shared spirit: "One for all, all for one."
Together, these qualities foster readiness for change. While the organization’s strategic direction provides stability, adaptability helps us reflect on the status quo, respond to market volatility, uncertainty, and complexity, and develop sustainable solutions.
Your motto is: "It's people's business." How does customer focus manifest itself in your daily life at Minitube?
This fosters a learning culture in which mistakes are openly discussed within the team, corrected, and used as a basis for better handling future situations—always with respectful, peer-level communication. No ranks, no titles.
This approach enables all employees to improve and grow. Where useful, I support development through targeted training programs.
It also strengthens teamwork and a shared spirit: "One for all, all for one."
Together, these qualities foster readiness for change. While the organization’s strategic direction provides stability, adaptability helps us reflect on the status quo, respond to market volatility, uncertainty, and complexity, and develop sustainable solutions.
Our innovations, whether products or sales models, are only successful if they meet market and customer needs. Our services are valuable only if they deliver genuine customer satisfaction. After all, people buy from people, also in veterinary medicine. Strong, trust-based customer relationships are crucial in good times and challenging times alike. This creates sustainability and a solid foundation for optimal customer care.
Minitube operates worldwide. Which markets or regions will you focus on in the coming years?
We are grateful, proud, and humbled to be market leaders in many regions. In order to maintain this position, we must continue to ensure top-level customer satisfaction and sustainably nurture our partnerships.
We plan to expand our presence in Asian markets. We are aware of the local challenges, such as market size and competition from low-cost commodity products, but our existing customers in the region already value us. They appreciate our high ISO- and GMP-certified product quality, reliable delivery, and our global network of internal and external experts who provide competent support.
You have worked in Austria, Germany, Switzerland, and the United States. How will these international experiences help you expand Minitube’s global business?
We plan to expand our presence in Asian markets. We are aware of the local challenges, such as market size and competition from low-cost commodity products, but our existing customers in the region already value us. They appreciate our high ISO- and GMP-certified product quality, reliable delivery, and our global network of internal and external experts who provide competent support.
I have led and developed teams and served customers in many countries. One core theme that has remained consistent is mutual respect among teams, customers, and all project participants.
Respecting diverse markets and customer needs enables us to provide tailored solutions. A “one size fits all” approach makes differentiation from competitors difficult. Minitube has built this differentiation over decades by responding to the individual needs of our global customers. This uniqueness is appreciated by customers, who often adopt regional solutions when they recognize the added value.
How do you build long-term trust with partners and distributors worldwide? What is most important for a successful collaboration?
Respecting diverse markets and customer needs enables us to provide tailored solutions. A “one size fits all” approach makes differentiation from competitors difficult. Minitube has built this differentiation over decades by responding to the individual needs of our global customers. This uniqueness is appreciated by customers, who often adopt regional solutions when they recognize the added value.
An excellent reputation with our global customers is one of the most valuable foundations for long-term trust. Word of mouth often carries more weight than due diligence or net promoter scores. For 55 years, our Minitube team has worked hard to earn this reputation. We offer this standard to our partners and distributors and expect it from them. Our values are not based on "quick sales" or short-term projects. Rather, our relationships allow us to implement joint strategic projects spanning years, even decades. That is a true, sustainable partnership.
You emphasize direct communication. "Phone first, email second." How do you implement this with your colleagues and employees?
I make myself as visible and accessible as possible at our company locations. I enjoy sharing lunch with colleagues to stay connected. If email becomes overwhelming, I proactively start conversations, either in person or via MS Teams. It's better to address issues directly than to write more emails. The outcome is that agreed-upon actions are recorded and shared with everyone involved.
Is there a particular encounter or project that shaped your career?
A few years ago, I was on the leadership team of a neurological rehabilitation company. We developed robotic devices to help stroke patients walk again or regain movement in their arms.
During a business trip to Australia, I attended the official opening of a rehabilitation institute that used our equipment. The ceremony included patients, their families, and political and business representatives.
One patient spoke about his recovery. After being hospitalized, he couldn’t walk or lift his arm. Thanks to the robotic therapy provided by our devices, however, he regained both abilities. Afterward, he approached me, shook my hand, became emotional, and said: "Thank you for developing these devices and bringing them to Australia." Goosebumps. It was a moment of humility and gratitude for me. Technology only reaches its full potential when it genuinely supports people—a principle we uphold at Minitube.
You have traveled and worked extensively around the world, but you also enjoy spending time with family and friends. How important is this balance?
During a business trip to Australia, I attended the official opening of a rehabilitation institute that used our equipment. The ceremony included patients, their families, and political and business representatives.
One patient spoke about his recovery. After being hospitalized, he couldn’t walk or lift his arm. Thanks to the robotic therapy provided by our devices, however, he regained both abilities. Afterward, he approached me, shook my hand, became emotional, and said: "Thank you for developing these devices and bringing them to Australia." Goosebumps. It was a moment of humility and gratitude for me. Technology only reaches its full potential when it genuinely supports people—a principle we uphold at Minitube.
It's crucial for recharging and gaining inspiration. Over the years, extensive travel left little time for hobbies, so spending quality time with family and friends is especially important to me.
What would your ideal free day look like?
I would spend it calmly with my family by the sea, either on the beach or on a boat.
Looking ahead ten years, where do you see Minitube in the international market?
Our mission is clear: we are the global innovation leader in assisted animal reproduction and reproductive medicine. Our advanced technologies set new standards in animal breeding and human fertility treatments.
As the new executive team begins its tenure, what message would you like to give our customers worldwide?
I am grateful for the sustainable trust that our existing customers have placed in us, our teams, our products, and our solutions. I deeply value this relationship and look forward to many more years of partnership.
To customers we have not yet served, I would like to share one of my favorite quotes: "Don't go where the path may lead; go instead where there is no path...and leave a trail." – R.W. Emerson. Try something new! We are open to exploring new paths together, delivering top-notch products, care, and service. "Our knowledge — your success."
To customers we have not yet served, I would like to share one of my favorite quotes: "Don't go where the path may lead; go instead where there is no path...and leave a trail." – R.W. Emerson. Try something new! We are open to exploring new paths together, delivering top-notch products, care, and service. "Our knowledge — your success."
