The new CEO of UltiMaker discusses bringing a fresh perspective to the leading desktop 3D printing company.

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It has been almost a year since the completion of the Ultimaker/MakerBot deal, and now UltiMaker, the leading desktop 3D printing company that came out of that merger, has announced the appointment of its new CEO. Michiel Alting von Geusau will be taking over from Nadav Goshen, the former MakerBot CEO who continued his leadership role with the new brand after the departure of former Ultimaker CEO Jürgen von Hollen last September. Goshen is leaving to pursue a new endeavor.

Von Geusau is described as a “seasoned and results-oriented leader with extensive experience in driving growth within technology companies” by Bart Markus, Chairman of UltiMaker’s Supervisory Board. This appointment marks his first venture into additive manufacturing (AM) technology, as he has spent his career leading companies through successful acquisitions and integrations. Most recently, he served as CEO and CFO of e-commerce services company Docdata N.V., where he led its sale to Ingram Micro Commerce & Fulfillment.

Von Geusau believes that his fresh perspective from outside the AM industry will be beneficial to UltiMaker. He acknowledges that the company already has a wealth of knowledge in 3D printing and innovation, so his focus will be on applying his experience from different markets to improve the business model and bring new value to the company. Although he doesn’t provide specific examples, he hints at building out an ecosystem beyond just the 3D printer itself, which aligns with the strategies pursued by both UltiMaker and MakerBot in recent years.

While von Geusau may be new to AM technology, he has already recognized the importance of products like Cura and CloudPrint in differentiating UltiMaker from its competitors. These products offer a complete 3D printing solution that includes hardware, software, and materials, setting them apart from lower-cost desktop offerings. Von Geusau has wasted no time in immersing himself in the world of 3D printing, spending his first week with teams in the Netherlands and New York to better understand UltiMaker’s people, their vision, and the market’s challenges.

In the future, von Geusau plans to meet with clients and resellers to gain further insights into the market and its issues. He emphasizes the need to work with key clients and continuously improve the system in collaboration with them. As the market moves into more established industries, he believes incremental improvements will be crucial in making the technology more reliable, precise, and faster.

Despite being new to 3D printing, von Geusau has had previous exposure to the technology. Around five years ago, his previous company used 3D printed jigs and fixtures to accommodate different mobile phone models in their production line. He was impressed by the adaptability and speed that 3D printing offered. However, he acknowledges that a lot has changed since then and sees the technology heading towards more established markets.

Von Geusau’s eagerness to learn is evident, as he asks just as many questions as he answers. He recognizes the importance of working with bigger clients in driving the growth of UltiMaker and the AM industry as a whole.

The appointment of Michiel Alting von Geusau as UltiMaker’s new CEO brings a fresh perspective to the company. With his extensive experience in driving growth within technology companies, he aims to build on UltiMaker’s success and focus on improving the business model and expanding the ecosystem beyond the 3D printer itself. With his willingness to learn and collaborate, von Geusau is poised to take UltiMaker to new heights in the additive manufacturing industry.

**Title:**

Embracing Challenges: The Path to UltiMaker’s Bright Future

**Introduction:**

In an ever-evolving world, industries are constantly faced with economic uncertainties that have reshaped the global economy. The additive manufacturing (AM) industry has not been immune to these pressures. Over the past few years, it has undergone significant transitions, including mergers and acquisitions that have resulted in consolidation and restructuring. Among the major players in this industry is UltiMaker, with industrial giants like Ford, NASA, and L’Oreal as its esteemed users. Despite the noise and ongoing developments, UltiMaker’s new CEO, von Geusau, is optimistic about the future. Let’s delve into the reasons behind his decision to enter this industry and how UltiMaker plans to navigate the challenges ahead.

**A Passion for Challenges and New Beginnings:**

When asked about his motivation to enter the AM industry, von Geusau responded, “I like challenges, and I like to do something completely new.” Having joined the company only a week ago, he has already immersed himself in the world of 3D printing, learning about materials and heat chambers. The ever-evolving nature of the market intrigued him, and he saw it as an opportunity to make a lasting impact. The challenges ahead excite him, and he is ready to embrace them wholeheartedly.

**Unified Branding and Market Segmentation:**

Earlier this year, UltiMaker unveiled its new unified branding strategy at RAPID + TCT. The company also outlined its plans for marketing its products, ensuring they cater to various industrial sectors while preserving the legacies of both Ultimaker and MakerBot. While there is some overlap in the product offerings, UltiMaker’s S and METHOD series printers will continue to support manufacturing, product development, and professional applications. The MakerBot brand, on the other hand, will remain active in the education sector, specifically targeting K-12 learning with its SKETCH series. von Geusau emphasizes the importance of operating as one cohesive company while providing tailored solutions for specific market segments.

**Towards a Bright Future:**

von Geusau’s leadership at UltiMaker will focus on engaging with industry experts and stakeholders to understand the potential avenues for growth and the challenges that lie in between. Looking ahead, he firmly believes in a bright future for UltiMaker. His strategy is simple yet effective – to outsmart the competition. By staying one step ahead, UltiMaker aims to solidify its position as a leader in the AM industry.

**Conclusion:**

As the AM industry adapts to economic uncertainties and undergoes transformative changes, UltiMaker remains steadfast in its commitment to innovation and growth. By embracing challenges, adopting a unified branding strategy, and catering to specific market segments, UltiMaker is well-equipped to navigate the future. With von Geusau at the helm, the company is poised for a bright and successful journey. As UltiMaker continues to push boundaries in the AM industry, its determination to outsmart the competition will undoubtedly lead to even greater achievements.

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